A breath of fresh air at South West Sound.

Now in its fifth year, the Bristol and Totnes-based South West Sound festival is attracting more attention than ever, thanks to a recent tie- up with South By South West and a strong selection of participants lined up for this year. Music Week previews the April 24-25-staged event and looks at the effect it has had on one of the UK's more creative corners

South West Sound shares more than a just a similar name with the Texan music festival South by South West. As the annual UK event enters its fifth year, it is fast earning a similar reputation for its ability to unearth a wealth of new musical talent, albeit on a smaller scale. Its credentials were further bolstered this year through a tie-up with SXSW that saw South West Sound enjoying a presence at the event under the British Music Embassy umbrella.

Pinstripe, Phantom Limb, Secret Shine and Fuck Buttons were among a slew of South Western artists spotlit at SXSW this year, some of whom had won their first national exposure via South West Sound. It is a relationship which South West Sound event manager Matt Booth hopes to maintain going forward.

"Our presence at SXSW this year was definitely a huge boost to everything we have been doing down here in the South West over the past few years," says Booth. "It solidifies our efforts and, going forward, gives some added incentive for bands from around here to get involved in the event."

South West Sound launched in 2004 as a vehicle to expose the area's thriving local talent. Taking place in Bristol and Totnes, the event takes the form of daytime panels and workshops, while evening activity includes band showcases in venues throughout Bristol and Dartington. This takes a more orthodox route through the Bristol's network of well- established music venues, while in Totnes events are situated within the grounds of Dartington Hall, set amid the lush Devonian hills and the River Dart.

"Totnes is an important part of the whole experience," adds Booth. "Bristol kicks things off and is, to an extent, a more hectic couple of days. Moving to Dartington for the closing of nights and days winds things up and brings a fresh perspective to everything. It also shifts the focus to bands from a different region."

The setting is not the only thing green about South West Sound 2008. A climate-conscious theme will play an important part in this year's activity, with organisers teaming up with Julie's Bicycle, the music industry's not-for-profit climate change organisation formed last year, to help drive the agenda. To that end, South West Sound will enjoy a presence at the organisation's launch on April 18 and, in turn, Julie's Bicycle will enjoy a presence at South West Sound. Festival Republic founder and Julie's Bicycle board member Melvin Benn will highlight this relationship at a keynote address alongside the likes of Chrysalis's Jeremy Lascelles, Big Life's Jazz Summers, Sony BMG's Emma Pike and Universal's David Joseph. As part of his address, Benn will look at how a focus on sustainable industry practices can enhance and drive business.