A ROARING SUCCESS: ‘Tiger Den’ presented by Jaded and Balming Tiger full house at SXSW’s First All-Asian Festival

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.

(Left) LØREN Photographed by Roger Ho for Jaded (Right) Shye Photographed by Deanie Chen for Jaded
(Left) Lil Cherry + GOLD BUUDA Photographed by Roger Ho for Jaded (Right) Lunadira Photographed by Deanie Chen for Jaded
(Left) Ena Mori, (Right) Yacko & Tuan Tigabelas Photographed by 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 travelling 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.

Artwork by Malaysian Artist 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

Listen to the artists who performed at Tiger Den by subscribing to the official Spotify and YouTube playlists.

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