Sound of South East Asia to debut at SXSW 2025, showcasing region’s talents

Southeast Asia’s music scene is stepping into the global spotlight with the debut of Sound of South East Asia (SoSEA) at South by Southwest (SXSW) 2025.

Spearheaded by Aryn Rashdi from Malaysia, Indonesia’s Bobby Chaniago, Nicole Sarmiento from the Philippines, and Thailand’s Phuong Le, SoSEA aims to spotlight the region’s cutting-edge musical talent on a global stage, reinforcing the growing international interest in Southeast Asia’s music scene.

“The global music community is increasingly turning its attention to Southeast Asia, and we’re thrilled to bring this extraordinary sound to SXSW for the first time,” said Aryn Rashdi.

Taking place from March 7-15, SoSEA will showcase a line-up of genre-blending artists, such as Zamaera, Ali, Mad Madmen, Nisatiwa and Notep, Muri, and OG Avamato.

The event will fuse traditional sounds with modern influences, offering a unique sonic experience while fostering industry connections and cross-cultural collaborations.

“SoSEA was born from a shared passion for music and a realisation that Southeast Asian artists are often underrepresented on the global stage. A group of us first connected during the ASEAN-UK delegation trip last year, where we attended The Great Escape and Focus Wales. We couldn’t help but notice the lack of SEA artists at these showcases, a pattern we’d seen time and time again at music conferences worldwide,” Phuong Le shares with Mixmag Asia.

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She adds: “One day, Aryn, Nicole, and Bobby reached out, sharing their vision for an initiative that would provide greater support for SEA artists. That’s how I became the last addition to this team of risk-takers. I had always envisioned something like this, but it needed a spark—and together, we’re stronger.”

With support from SXSW and a growing network of industry players, SoSEA is not just a one-off showcase but a long-term initiative to secure international opportunities for Southeast Asian artists.

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“Beyond SXSW, we’re already in discussions with various festivals and conferences to host stages, create city tours, and provide more platforms for SEA musicians to showcase their talent.”

Phuong Le also highlighted SoSEA’s main goal at SXSW: securing industry exposure for Southeast Asian artists. “For us, success means getting these talented artists in front of key industry players—agents, bookers, and festival curators—who can open doors to future opportunities.”

See SoSEA’s schedule at SXSW here.

Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.

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