thuy & SE SO NEON Lead the Charge in the Unprecedented All-Asian Lineup of SXSW’s FRIENDS:FOREVER

Events & Festivals

GLOBAL RELEASE—Jaded, an Asian-owned American entertainment company, proudly presents FRIENDS:FOREVER, the largest Asian-centric music event in official partnership with South by Southwest Music Festival (SXSW).

Headlining this historic two-day event are Vietnamese-American singer-songwriter thuy and Seoul-based indie rock trio SE SO NEON, alongside singer and rapper AUDREY NUNA and alt-pop artist REI AMI.

Images Courtesy of Jaded.

Set to take place on March 14 and 15 at the iconic Empire Control Room & Garage in Austin, Texas, FRIENDS:FOREVER features a highly curated lineup comprising over 40 emerging and independent artists from across Asia and the diaspora.

Image Courtesy of Jaded.

Jaded’s exclusive showcase includes performances (many making their US debut) by notable artists such as dance-pop singer and producer Shelhiel from Malaysia, indie singer-songwriter Su Lee from South Korea, R&B and hip-hop producer STUTS from Japan, Korean hip-hop group 1300 from Australia, and rave collective Nhạc Gãy from Vietnam. Also gracing the stage are California-based Punjabi violinist and producer Raaginder, Indonesian indie pop band Reality Club, Singaporean indie rock outfit Subsonic Eye, and more.

Images Courtesy of Jaded.

Founder and CEO of Jaded, Jing Wang, shares, “FRIENDS:FOREVER celebrates youth and connection through the universal language of music. We take pride in presenting a new generation of artists who are reshaping the global music scene, breaking cultural barriers with their creativity and talent.”

Following the success of last year’s ‘Tiger Den,’ Jaded’s third SXSW event furthers its mission to champion and empower Asian artists on the world stage, recognizing their transformative influence in shaping cultural narratives. Committed to providing a platform for emerging talents, Jaded aims to propel them toward lasting impact on a global scale.