Asian-owned American entertainment company Jaded is pleased to announce FRIENDS:FOREVER, the largest Asian-centric music event in official partnership with South by Southwest® Music Festival (SXSW®). Vietnamese-American singer-songwriter thuy and Seoul-based indie rock trio SE SO NEON will be headlining the historic two-day event, alongside singer and rapper AUDREY NUNA and alt-pop artist REI AMI.
FRIENDS:FOREVER will be held on March 14 and 15 at the iconic Empire Control Room & Garage in Austin, Texas. The highly curated lineup features over 40 of the best emerging and independent artists from across Asia and the diaspora.
This year, Jaded will be exclusively hosting performances (and for many, their US debut) by several emerging and established artists, including 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 making appearances are California-based Punjabi violinist and producer Raaginder, Indonesian indie pop band Reality Club, Singaporean indie rock outfit Subsonic Eye, and more.
“FRIENDS:FOREVER is a celebration of youth and connection through the shared love of music. We are proud to present a new generation of artists who are changing the global music landscape, and who are breaking cultural barriers with their creativity and talent.” says Jing Wang, Founder and CEO of Jaded.
Jaded’s third SXSW event follows the success of last year’s ‘Tiger Den’—the first full-day event in SXSW history to exclusively feature artists from across the Asian region and the diaspora—headlined by alternative K-pop group Balming Tiger, who took home the 2023 Grulke Prize for Developing Non-U.S. Act, and also featured performances by 18 musical acts including LØREN, Tohji, CIFIKA, Shye, and more.
This year’s inaugural FRIENDS:FOREVER continues to build on Jaded’s mission to champion and empower Asian artists on the world stage as catalysts for driving global culture. Jaded recognizes the transformative influence wielded by the younger generation in shaping the cultural narrative, and are committed to providing them with the platform and resources to make a lasting impact.
About Jaded
Jaded is an American entertainment company dedicated to Asian youth culture. Jaded offers creative and business services to vanguard artists, produces original content and proprietary live experiences, and provides cultural marketing advisory to select brands. Jaded’s core belief is that representation must begin at the infrastructure level, through increased resource allocation, access to opportunity, and access to expertise. Launched in 2021, Jaded is building a global media brand centered on the premise that creativity transcends cultural identities, and that excellence paired with strategy breaks cultural barriers.
The full lineup of artists performing at FRIENDS:FOREVER in alphabetical order is as follows:
1300 – Australia
Ako – Japan
Alice Longyu Gao – US
Araya – US
Arches – Hong Kong
Arexibo – South Korea
AUDREY NUNA – US
BÉBE YANA – South Korea
Bryn – South Korea
Bubble Tea and Cigarettes – US
Chih Siou – Taiwan
Chloe Tang – US
Elle Shimada – Australia
Gliiico – Japan
Hien – Hungary
HYPNOSIS THERAPY – South Korea
iiso – South Korea
Kaz Moon – US
Kikuo – Japan
Lo Moon – US
MEMI – South Korea
MEYY – UK
Mong Tong – Taiwan
mui zyu – UK
Nhạc Gãy – Vietnam
Peach Luffe – Canada
PIAO – Canada
Pony Girl – Canada
Raaginder – US
Reality Club – Indonesia
REI AMI – US
SE SO NEON – South Korea
Shelhiel – Malaysia
STUTS – Japan
Su Lee – South Korea
Subsonic Eye – Singapore
TENGGER – South Korea
The fin. – Japan
thuy – US
zzzahara – US
