There are a lot of things that are just six steps beyond an oh-so-effortlessly cool about Marina Diamandis. But first and foremost in my mind: she’s Welsh. Hells yes. For an often overlooked little country whose musical history is dominated by Tom Jones and a bunch of mens’ choirs, she’s a welcome change of pace. The girl from the valleys has done quite well as the voice of Marina and the Diamonds, bright young things at the forefront of the Brit indiepop scene. (That’s with an emphasis on the indie, not so much on the pop.) After a slow burn ascension and some sneak attacks on the British charts through late last year, Marina’s debut album dropped in the UK a few weeks back: "The Family Jewels" is glittery piles of clever (and all too catchy) kitsch eclectica. Think Tori Amos high on that fake sugar in cheap soda or Bat for Lashes cubed.

With only the briefest of cameos currently lined up Stateside, SWSX ticket holders can catch her performances in all their manic glory at the festival. But if you’re not heading southwest, two dates in NYC are coming up in mid-March at the Bell House in Brooklyn and then Le Poisson Rouge in Manhattan. Buy tickets. It’s simple, and it’s an absolute imperative; I can say that because I’ve got mine already. So, you know, it’s not like it’s a competition or anything...but be there or be (a total) square.