SXSW is heading to London in 2025

South by southwest heading towards London.

The event, which describes itself as “the world’s leading festival celebrating the convergence of creativity, culture and technology,” is expanding with SXSW London in June 2025.

The move gives SXSW, founded in 1987 in Austin, a presence in Europe. SXSW previously expanded into the Asia-Pacific region, with SXSW Sydney, in 2023. Each of these events will have its own “distinct flavour”, making SXSW a “must-have three-stop tour for the global creative community”, organizers said.

“As a lifelong SXSW fan, I truly believe it is more than just an event – ​​it is a movement, a platform where the world’s greatest minds, musicians and motivators come together to share their passion and vision for the future,” said Randall Bryan. Managing Director of SXSW London. “SXSW London will build on Austin’s incredible heritage, delivering an event that supports why SXSW is the go-to destination for professionals and creatives looking for meaningful connections, unexpected experiences and ideas that can help shape the world. SXSW London will also provide a platform for the next generation of creative talent and we will work hard to ensure that Opportunities for learning, employment and community uplift are at the heart of everything we do.

Jean Pasquet, Co-President and Chief Brand Officer at SXSW, added: “Following the success of SXSW in Sydney, this is an amazing new opportunity to highlight the elements that make SXSW unique in one of the most vibrant cities in Europe. We look forward to making deeper connections.” With our community abroad and taking the conversations that start in Austin to London.

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For its part, SXSW will bring to London its “distinctive character”, which will be influenced by the city’s cultural and creative life, its status as an international meeting place and its location relative to other major creative and technical centers in Europe.

The event will include dozens of venues, galleries, clubs and other spaces in Shoreditch, east London. The location was chosen for its status as a vibrant hub of creativity and technological innovation as well as its diversity, active youth culture, international cuisine and nightlife.

Mayor of London Sadiq Khan said: “I am delighted to welcome SXSW to London for the first time ever – confirming our place at the heart of Europe’s technology and creative sectors and as a global capital of culture. When I was part of SXSW in Austin in 2018, I saw first-hand the exciting atmosphere of innovation What SXSW is creating and I can’t wait to be a part of it again. This is a historic opportunity for London to once again bring the world’s most exciting talent together as part of our mission to build a better, more prosperous London for everyone.

SXSW London will focus on creative talent from across Europe, featuring inspiring keynotes, musical performances and innovations in technology, gaming and screen. Organizers said they will also offer boundary-pushing visual arts, design and fashion programming, along with interactive and immersive exhibitions and experiences in public spaces across its east London campus.

Culture Secretary Lucy Fraser said: “Festivals have been a vital part of British culture for decades, and a key part of the reason why the UK is known around the world for creative excellence. “From film and TV to fashion and music, London is a global hub for cultural and creative talent, so it’s great that SXSW is coming here to bring together innovators from across these sectors and show why the UK’s creative industries are the envy of the world.”

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Additionally, SXSW London will continue to advance Austin’s focus on climate action and sustainability.

More details about the SXSW London 2025 program will be announced in the coming months, with badges scheduled to go on sale in October. Those interested can register at

Penske Media, the parent company of hollywood Reporter, It is the largest stakeholder in SXSW.

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