TRO Essex artists take the stage at SXSW London 2025

In the cultural heart of East London in early June, storied music publishing group TRO Essex put on a SXSW showcase of their current artist roster, joining the likes of The Who, Joan Baez, and Black Sabbath as part of TRO’s story. The Hoxton Hall audience is treated to sets from Casii Stephan, Sam Louis, St. Catherine's Child, The Pairs, and Flamy Grant.

Founded in 1949 by Howie Richmond, Tro Essex Music Group, initially as Cromwell Music, Inc., quickly established itself as a significant independent music publisher. The company played a key role in bridging the gap between post-World War II American standards and early rock and roll, notably introducing folk songwriters to popular music. Throughout the 1950s, Tro Essex achieved numerous chart successes with artists like The Weavers and hit songs such as Goodnight Irene, while also securing rights to enduring anthems like This Land Is Your Land and Fly Me To The Moon.

Expanding internationally into the UK and Europe by the early 1960s, the company became prominent in the burgeoning London music scene, attracting talents like Pete Townshend and publishing influential protest songs in the US, including We Shall Overcome and Turn! Turn! Turn! Their success continued through the decades, encompassing major rock acts like Black Sabbath and Pink Floyd in the 1970s, notable Broadway productions, and significant placements in film and commercial uses for their extensive back catalogue, particularly in the digital age, with samples used by major hip-hop and pop artists.

Fast forward to 2025, and it’s time for TRO’s new generation to come to the fore. A stone’s throw from London’s bustling Shoreditch and Brick Lane areas, Hoxton Hall is the perfect setting for the showcase, oozing charm and history. First up is Oklahoma native Casii Stephan, who opens with a folk backing band for a cover of The Who’s Teenage Wasteland, before changing bands for her second track — “Why have one band when you can have two?” she jokes. Her third number, the original Wine and Gold, showcases her powerhouse vocals, and she concludes with another treasure from the TRO back catalogue, Black Sabbath’s War Pigs reduced to a stunning solo piano rendition.

Canada's Sam Louis has also made the transatlantic journey to East London. It’s a big change of pace for anyone present needing a wake-up call — Louis mostly bounds around the stage alone to huge The Weeknd-esque pop backing tracks. The music fills the hall with ease, and Louis bounds around the stage, making it his own. Singles like Driftin’, with huge, anthemic choruses, have the audience bopping their heads with delight.

Next is another big switch-up, evidencing the strength and sheer variety of TRO’s lineup. American-born, UK-based St Catherine’s Child takes the stage with a full band to present songs from her upcoming debut album This Might Affect You. It’s a set of songs that provide a simultaneously sombre and uplifting moment — St Catherine’s Child performs songs written to deal with the recent loss of her father, “Which was a real bummer”, she jokes, bringing a laugh out of the audience. New singles The Other Side of Twenty Five and Negative Space are perfect examples of her stunning songwriting and vocals, backed by the brilliant Americana instrumentation around her on stage.

Speaking of Americana, what could feel more like US roots music than three sisters walking on stage to sing sweet harmonies and play guitar together, with an astute choice of hat thrown into the mix? The Pairs immediately win everyone over with their earnestness, charm, and expertly crafted songs, which they perform in awe-inspiring synchronicity. Their songs come with messages about taking care of the environment around us and praying for more peaceful times in the near future. Plus, there’s a hilarious moment where they start a chant in gratitude for one of the sound techs on the night, who comes rushing to the stage thinking there must be a problem.

It then falls on Flamy Grant to close out a wonderful evening. And the award-winning, billboard-charting drag queen artist is clearly relishing the opportunity. Like any great entertainer, she demands a bigger cheer as she enters the stage with “I know you’re doing better than that after all that amazing music!” Grant’s huge vocals lavish the hall, as she takes us through songs from her albums Bible Belt Baby and CHURCH. It's music that is packed with soul, tasteful touches of organ, biting lyrics and social commentary. If anyone in attendance wasn’t sure what TRO Essex was offering to the world, they certainly do now.