The Future of Indie Is Here: IRAS Takes Over SXSW 2025 with an Unforgettable Showcase
On March 12, 2025, the IRAS Foundation delivered one of the most talked-about unofficial showcases of SXSW 2025—The Future of Indie Showcase at Sahara Lounge. With over 400 attendees and a genre-bending lineup of independent artists, this event was a true celebration of artistry, community, and the power of independent music. From first-time SXSW performers to seasoned indie standouts, the showcase proved that the future of music is here—and it’s independent.
A Platform for First-Time SXSW Performers
For many artists, this was their first-ever SXSW performance, making the night even more special. The showcase featured two curated stages—the Indoor Stage and the Patio Lounge Stage—where artists delivered electrifying performances spanning R&B, hip-hop, rock, indie pop, and alternative soul.
R&B starlet Lexaay took over the night with angelic vocals and show-stopping choreography, lighting up the stage alongside her dancers Timia Whitsey and Mattie Ostlund. Meanwhile, Nicole Issa, who traveled all the way from Sydney, Australia, captivated the crowd with her soulful vocals and soothing guitar playing during her acoustic set on the Patio Lounge Stage.
One of the night’s biggest crowd favorites was Loners Club, a six-piece band featuring Blake Rogers (guitar), Victoria Butler (bass), Tate Cyphress (drums), Ray Hubert (keys), Darian Del Cueto (saxophone), and lead vocalist Beverly Etta. Their R&B/Soul, Alternative-Soul, and Funk Punk fusion had the audience grooving, with Beverly Etta’s powerful vocals filling the venue and leaving the crowd raving for more.
IRAS's own Luke Herbert and Alex Irish showcased the foundation's artistic standards, with Alex blending hip-hop, pop, and rock elements, and Luke presenting a funky indie-pop set featuring tracks from his upcoming debut album, Forever Came Too Soon, slated for a May 2nd release.
Other standout performances included Chicago’s own Angèle Anise, whose set—what she describes as “stadium soul music”—radiated pure energy. Backed by her incredible band (Don Davis Jr. on drums and Donnell Davis on bass), her passionate, heartfelt delivery made it a truly unforgettable moment in the night.
IRAS x Linktree: Investing in Indie Artists
Beyond the performances, the Future of Indie Showcase was a testament to IRAS’s mission of empowering independent artists, amplified through our partnership with Linktree. As part of this collaboration, every showcasing artist received a lifetime Linktree Pro account—a tool valued at over $2,000 per artist.
For many performers, this was their first time using Linktree’s powerful features, enabling them to connect with fans, promote their music, and grow their digital presence in ways that were previously out of reach. This partnership exemplifies IRAS’s commitment to creating tangible, long-term opportunities for indie artists and ensuring their success beyond the stage.
A Night That Defined the Future of Indie Music at SXSW
As SXSW prepares for significant changes in 2026, including a shortened schedule and the redevelopment of the Austin Convention Center, the future of independent artist showcases is at a crossroads. Despite these shifts, the IRAS Foundation remains committed to its mission—amplifying independent voices and ensuring artists have platforms to be seen, heard, and celebrated. The Future of Indie Showcase was a testament to this vision, proving that indie artists not only deserve a place at SXSW but thrive on major stages.
As Dallas Entertainment Awards put it, the showcase was “a phenomenal night of music, energy, and community”, reaffirming that independent talent belongs on the biggest platforms—SXSW and beyond. With a packed venue, electrifying performances, and an audience that never lost momentum, the Future of Indie Showcase was more than just a concert. It was a moment. A movement. A statement.
For those who missed it, stay connected with IRAS for future showcases and opportunities. The future of indie is here.
