Born in Durban, South Africa, and now based in London, multi-instrumentalist and singer-songwriter Bella Latham adopted the moniker Baby Queen to write about the whirlwind life of Instagram influencers and fashion parties she found herself immersed in when she moved to London as a teenager. Baby‎ Queen makes grunge-pop for a disaffected Gen Z, tackling issues like internet addiction and mental health head-on with incisive satire. Her hazy alt-pop is about "navigating your way through this world, whilst being so unhappy and equally disillusioned with the cyber landscape that we are forced to live inside, and the different ways people might numb themselves, or try to find a place where they can exist in amongst all of this fucking chaos.’’ Debut single 'Internet Religion' fuses her pop roots – she was raised in the school of Taylor Swift and The 1975 – with psychedelic synths, guitars, and a biting dissection of "the way that social media affects our opinion of ourselves.

The British Music Embassy is the official UK residency at SXSW. Since 2008 it has hosted over 450 UK artists, positioning them in front of a global audience in order to help them to break into new markets and advance their careers. The British Music Embassy also showcases UK production and equipment, giving artists from the UK an unparalleled platform on the world music stage. It also programs non-music events. Panels, networking sessions and Q&As run alongside live music to help establish international relationships that build careers and businesses. The British Music Embassy is brought to you by AIM, BBC, BPI, the Department for International Trade (DIT), PPL, PRS for Music and PRS Foundation, with further support from ATC-Live, DIY Magazine and Output Belfast.

About SXSW:
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, this year’s online event features sessions, showcases, screenings, exhibitions, professional development and a variety of networking opportunities. For more information, please visit sxsw.com.

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