MANILA, PHILIPPINES — On March 15, Tiger Den made history as the first full-day music event with an all-Asian lineup at the world-renowned South by Southwest Music Festival (SXSW) in Austin, Texas. The event was a collaborative effort between Asian-owned American entertainment company Jaded and Seoul-based alternative K-Pop band Balming Tiger and was sponsored by the iconic brand Tiger Balm and South Korean music startup KiTbetter.
Tiger Den was a roaring success, emerging from the chaotic underbelly of SXSW’s offering of hundreds of showcases and catching the eye of numerous notable international publications. The attendees that packed out the beloved venue Cheer Up Charlies were treated to 12 hours of non-stop music excellence, courtesy of the 18 artists who were carefully curated by Jaded and Balming Tiger.
The landmark event preceded Balming Tiger taking home SXSW’s coveted Grulke Prize for “Developing Non-U.S Act.” The iconic publication Rolling Stone described Balming Tiger’s headline performance as “effervescent,” while 88rising’s newest South Korean signee LØREN received gushing praise from Atwood Magazine and PASTE Magazine after his set at Tiger Den. Other acts on the lineup such as Shye (Singapore) and Asian Glow (South Korea) were featured in The Austin Chronicle’s ‘Best Things We Saw’ list that day.
“We were thrilled by the turnout, and even more so by the diversity of the crowd. It was very validating to see people of all cultural backgrounds in the audience, engaging with the artists and with each other. Tiger Den proved that at the end of the day, there is always demand for great artistry, regardless of origin. We are more inspired than ever to continue creating opportunities for these artists to be seen,” said Jaded Founder Jing Wang.
“It was amazing to see so many people show up to Tiger Den with such high energy. We are proud to have made history, and we are excited to show everyone more music and more performances,” said San Yawn, Director of Balming Tiger.
“Jaded and Balming Tiger’s Tiger Den was a standout event at SXSW 2023; a musically and culturally diverse lineup that never felt forced nor lost focus,” James Minor, SXSW VP of Music Festival, shared.
For many of these artists, Tiger Den was their first performance in the United States, and for some, their first time traveling stateside. Jaded and Balming Tiger are excited to continue being a part of such meaningful milestones for Asian talent and are committed to spotlighting distinctive artists in front of an international audience.
The full lineup of artists who performed at Tiger Den in alphabetical order:
- 9m88 – Taiwan
- Asian Glow – South Korea Balming Tiger – South Korea Celina – Vietnam
- CIFIKA – South Korea
- Ena Mori – Philippines
- Hien – United States
- Lil Cherry & GOLDBUUDA – South Korea
- Liu Lee – South Korea
- LØREN – South Korea
- Lunadira – Malaysia
NET GALA – South Korea
- Seesea – South Korea
- Shye – Singapore
- sogumm – South Korea
- The Chairs – TaiwanTohji – Japan
- Yacko & Tuan Tigabelas – Indonesia
Listen to the artists who performed at Tiger Den by subscribing to the official Spotify and YouTube playlists.