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Austin is officially kicking off the festival season in style with SXSW 2024. This Texas-based festival, encompassing tech, film, music, education, and culture, is back with a lineup better than ever before. 

Amidst the various activities and events set to take over the city of Austin, one in particular has captured our attention. In official partnership with SXSW, Jaded is producing FRIENDS:FOREVER, the largest and most highly anticipated Asian-centric show at this year’s music festival. Founded with the mission to drive global culture forward, the entertainment company provides creative and business services to vanguard Asian artists.

“FRIENDS:FOREVER is a celebration and a promise for the future," says Jing Wang, Jaded founder and CEO. "Our lineup was carefully curated to exude joy, showcase diversity across genres and unique talents, and reflect the incredible potential of a new generation of artists poised to break cultural barriers. Through events like FRIENDS:FOREVER, we strive to deliver experiences that are memorable for their energy, connection, and overall vibe.”

Here are eight of our must-see acts playing at Jaded’s inaugural FRIENDS:FOREVER showcase.

Thuy 

Jaded is bringing Bay Area native, recording artist, and singer-songwriter, Thuy (pronounced 'twee') to stage. Drawing inspiration from early 2000s pop and R&B icons like Britney Spears, Brandy, and Mariah Carey, Thuy made her debut on the music scene with the EP i hope u see this and its standout single, "universe." Keeping the momentum alive, Thuy's sophomore EP, girls like me don't cry, left an even more significant impact, earning her worldwide acclaim and a chart-topping hit, “girls like me don’t cry.” With continuing efforts like her latest project, don’t miss me too much, it is easy to say that the Vietnamese-American starlet is one to watch. 

iiso 

South Korean artist and record producer, iso Kim, known as iiso is bringing her addictive and dreamy melodies to the Austin stage. The electronic artist attracted a wide range of listeners with her 2023 single, “Salad Days.” The track launched her into stardom as the single made waves through social media, especially TikTok. With her latest single, “Black Diamond,” iiso continues to keep fans on their feet and wanting more.

Zzzahara 

Hailing from Los Angeles, Zzzahara initially gained recognition with their debut album, Liminal Spaces, delving into the transformative shifts within their community during childhood. Embracing their past full of loss, poignant memories, and self-reflection, Zzzahara now centers their focus on the present moment. Teaming up with fellow LA-based musician Eyedress for the 2022 album Siblings, Zzzahara effortlessly showcases their dynamic musical prowess both alone and in a team.

The fin. 

Based in London, originally hailing from Kobe, Japan, The fin. consists of Yuto Uchino (vocals,guitar, synth) and Kaoru Nakazawa (bass, synth). Uchino’s mellow crooning paired with his production style make for a distinct and wistful sound. The fin. has performed in the US, Europe, and Asia, as well as festivals such as Summer Sonic, FUJI ROCK, and SXSW. Spanning genres such as chillwave, indie pop, soul, and jazz, The fin. evokes a hazy and melodic nostalgia. 

Arches

Newer to the scene and effortlessly cool, Arches was formed in 2020 in Hong Kong by duo Jack Ip (lead vocals, guitar, lyrics) and Takuro Cheung (drums). More recently, the band expanded with members Hugo Fu (guitar), Eqqus Lee (bass), Wayne Ip (vocals), and Edward Chiu (guitar, production). Having already graced the stage with acts such as Black Country, New Road and Balming Tiger, Arches is creating buzz in the alt-rock genre. With a sound similar to shoegaze bands like My Bloody Valentine and Smashing Pumpkins, Arches is sure to be the next band you can brag to all your friends that “you knew them before…” 

Audrey Nuna

Artfully weaving her way through genres such as R&B, rap, trap, and pop, Audrey Nuna has been making major waves in the music industry. A New Jersey native who put college on pause after she was discovered by producer and now manager, Anwar Sawyer of Roc Nation, Nuna has been releasing music since 2018 and has since collaborated with Jack Harlow, toured with Ashnikko, and been nominated for Best International Hip Hop/Grime/Rap Video at the 2023 UK Music Video Awards for "Locket," directed by the late Valentin Petit. Nuna’s sound is chic, daring, genre-bending, and one of a kind. 

Alice Longyu Gao

Hyperpop as a genre is bold in itself, but Alice Longyu Gao pushes the boundaries further with her innovative and enthralling music. Born in Bengbu, China, Gao now resides in NYC, and along with making music, she is a DJ, a dancer, and an artist. Frequently collaborating with Dylan Brady from 100 Gecs, she has been lauded by famed artists such as Selena Gomez, The Weeknd, Lady Gaga, and more. Her music lives in the future, whisking us along the way with it. 

MEYY 

Born in Belgium and now based in London, MEYY offers an insightful and delicate sound in the R&B genre. Beneath the cool layer of mystery and seduction, one finds deep emotion, discipline, and intimacy. Between a headline tour, performing with Lolo Zouai and Angèle, MEYY is turning heads in the industry. With sensuous vocals reminiscent of Kali Uchis and an ethereal production style similar to Grimes, MEYY is a siren, whose music begs us to yearn along with her.