SXSW 2024: Jaded Unveils “FRIENDS: FOREVER” Music Showcase, Celebrating Asian Youth Culture and Talent

With 40+ musicians taking the stage, including hyperpop punk artist Alice Longyu Gao.


Jaded, a trailblazing independent entertainment powerhouse, announced on Wednesday that its throwing an unprecedented Asian-centric music extravaganza, as initially reported by The Austin Chronicle.

From March 14 to 15, festival attendees will witness the grand unveiling of the “FRIENDS: FOREVER” showcase, a monumental two-day event that promises to be a vibrant celebration of Asian youth culture and artistic innovation, making it the largest event to take place during this year’s SXSW 2024 in Austin, Texas. It takes place at Empire Control Room & Garage, featuring a diverse array of performances that span a multitude of genres and styles.

Jaded’s founders, Jing Wang and Cathleen Cher, have meticulously curated a lineup that showcases over 40 acts, each bringing their unique flavor to the stage and capturing the essence of Asian youth culture. Among the headliners, the hyperpop punk vibrancy of Alice Longyu Gao and the captivating electronic soundscapes of artist mui zyu stand out, promising attendees an eclectic musical journey. The event also boasts performances by notable artists such as thuy, SE SO NEON, Rei Ami, Audrey Nuna, Reality Club, and TENGGER, each contributing to the rich tapestry of sounds that define this showcase.

A highlight of the event is Los Angeles-based R&B sensation thuy, who is set to headline the first night. As the first Vietnamese-born artist to perform at this year’s Coachella in April, her presence at “FRIENDS: FOREVER” underscores the showcase’s commitment to breaking new ground and elevating diverse voices. Following her is the New Wave trio SE SO NEON, closing the second night with their unique blend of bluesy, psychedelic synths, a testament to their growing international acclaim and recognition.

Reflecting on the success of last year’s Tiger Den showcase, which marked a significant milestone as the first all-day Asian showcase at SXSW, Jaded’s latest endeavor is poised to further solidify its reputation as a pivotal platform for rising Asian talent. The event’s open and inclusive nature, with free admission before 7pm on both days, is a clear invitation to all to partake in this celebration of cultural diversity and artistic excellence.

In essence, the “FRIENDS: FOREVER” event is not just a music showcase; it’s a vibrant testament to the dynamism of Asian youth culture and its burgeoning impact on the global entertainment landscape. As SXSW attendees prepare to immerse themselves in this rich cultural experience, the anticipation builds for what promises to be an unforgettable highlight of this year’s festival.