Why are you looking forward to SXSW?
Obviously there’s the bands. You never know who you might come across among the new groups – but also it’s interesting to see British groups in an American setting. And I love watching people in the industry constantly handing out business cards. I’ve never had a business card in my life. And genuinely, a lot of the American reps look stunned when they ask for your e-mail address and you have to write it down on the back of a flyer or a beermat.

For the benefit of people who aren’t really aware of SXSW – why is the festival so special in your opinion?
It’s been an important launchpad for a lot of groups – especially over the past decade. The buzz around the White Stripes was helped along by their appearance at SXSW – and the Yeah Yeah Yeahs were the big new act one year. But also you see a lot of trends starting to form at SXSW – both in where music is going and how the industry is coping.

Which bands are you particularly looking forward to seeing and why?
Six Parts Seven. They’ve been around for a while, but I’ve only just caught up with them. And there’s a weird band called Kiiiiii who’s demo is really quirky. It’s mostly American groups but the 6 Music showcase has some good stuff on the bill including Foals and Air Traffic.

Why should we listen to your shows from Texas?
Well, hopefully it’s the nearest thing to actually being there. We’ve got some great people coming in for sessions, like Elvis Perkins and Cold War Kids – and it’ll be a real mix of new stuff which you might not have heard alongside more familiar bands who attempting to get a foothold in America.

You’ll need stamina to get the most from the festival – how do you plan to keep your energy levels up?
Have you seen the size of food portions in the States!?

What are you going to bring us listeners back as presents?
They’ll be loads of promo compilations for a start, but we might buy you a Stetson if you ask nicely.

What’s the one tip you’d give to someone who’s never been to the festival?
Go to the SXSW website and listen to as much music as you can before you go. There’s nothing worse than aimlessly walking around looking for bands. Do a bit of research before you go, so you know who you really want to see.

What’s been your favourite moment from SXSW in previous years?
There’s been loads. I think Damon from Blur being introduced to the Kaiser Chiefs in a bar one night was pretty special. Ricky Kaiser shook his hand, smiling, and said “Sorry for ripping you off”. I thought that was nice. The following day I saw Kaisers in a open-air courtyard and they forced me to get up and play tambourine with them for the last song. Bear in mind, I have NO sense of rhythm. At all!

The festival is about discovering new bands – what is your personal favourite band from the ones you’ve discovered there?
I guess it was dragging a load of people along to see We Are Scientists the year they made their debut. I’d heard the demo, but none of us had seen them play live. Within ten minutes of them walking off stage I’d booked them for a session. Quite proud of that.

Which band do you wish you’d discovered?
I wish I’d seen You Say Party! We Say Die! last year. But you’re always going to miss someone.