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PRS for Music is building on its recent rebranding with a drive to cement new partnerships - starting at SXSW.
The society has had a presence at the Austin, Texas, festival for the last few years, but membership development director Myles Keller says he wants to massively "ramp up" his organisation's involvement by creating a series of partnerships.
There will be four key elements to PRS for Music's involvement next month: one ambitious tie-up is with The Bedford in Balham, with the venue's music director Tony Moore recreating London's famous pub in the heart of Austin.
The pub, known for discovering and developing new talent, will stage three nights of music at the 200-capacity Creekside at the Hilton Garden Inn, with six acts - they include The Proclaimers, Nate James and Honey Ryder - playing each night.
"We've given Tony a few quid and we get some branding in there. We've also suggested a few names to him," says Keller. "Tony is mounting a giant photograph of The Bedford ...