Name: London Grammar
Featured track: “Hey Now” from If You Wait
City of origin: Nottingham, England
In one sentence: Restrained and pristine keyboard pop clearly derived from trip-hop, so think of The XX or those times when Massive Attack brought in Elizabeth Fraser to get us all sobbing in our diaries for a good five pages.
Why we chose them: London Grammar scored the kickoff spot on a bill with Imagine Dragons (who just headlined a nearly sold-out Frank Erwin Center) and Coldplay (who can pack small stadiums) on the high-profile iTunes Festival at SXSW. It's fair to say a lot of people are going to see them.
SXSW official showcase: March 11 at ACL Live at the Moody Theater