On 15th March 2023, “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.
Roger Ho for Jaded
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.
Jing Wang (Founder, Jaded)
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.
San Yawn (Director, 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 (VP of Music Festival, SXSW)
Deanie Chen for Jaded
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.
About Jaded
Jaded is an American-based entertainment company dedicated to Asian youth culture. The company produces original content, provides creative, marketing, and strategy services, and presents live events that champion the most talented rising Asian artists from around the world. Jaded works in partnership with brands and artists to tell stories and create experiences that reframe modern Asian culture for a new generation.
About Balming Tiger
Balming Tiger is a multinational alternative K-Pop band and diverse music collective taking their name from the famous Asian ointment Tiger Balm. Their main creative vision is to reflect and represent the younger generation while aiming to further popularize Asian culture throughout the world. Recent highlights of theirs include collaborating with RM of BTS on their hit ‘SEXY NUKIM’ and being interviewed on VOGUE.
About SXSW
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music, and comedy showcases, film screenings, exhibitions, professional development, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW 2023 took place March 10-19 in Austin.
Misorama
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 – Taiwan
Tohji – Japan
Yacko & Tuan Tigabelas – Indonesia
LØREN Signs With 88rising In Partnership With THEBLACKLABEL, Expanding Korean Alt-Rock PresenceQuick ReadsMar 14, 2023
Artist Discovered: Get To Know Balming Tiger, The Pioneers Of Alternative K-Pop With Ingenious And Holistic ArtistryK-Pop StoriesJan 26, 2023
