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 lineu
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