Sports Day Records at SXSW

From the British observer’s perspective, SXSW is a very different type of festival. All-dayers such as Dot To Dot and Swn seem to channel its influence whilst The Great Escape in Brighton is perhaps the nearest competition us Brits have to Austin’s sprawling, diverse festival.

Theo Lloyd-Hughes, founder of Sports Day Records and all round champion of great music, chatted to us over Skype from Austin, Texas to give us his thoughts on this year’s festival, the politics of it and how its changed over the years. Enjoy the interview below and hear music from Tall Friend, Ohyeahsumi, Ian Sweet and more.