South by Southwest is heading to London.
The event, which bills 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, which was founded in 1987 in Austin, a presence in Europe. SXSW previously expanded into the Asia Pacific region, with SXSW Sydney, in 2023. Organizers said each of these events will feature “their own distinct flavor,” making SXSW “an indispensable three-stop tour for the global creative community.”
“As a lifelong fan of SXSW, I truly believe that it’s more than an event — it’s a movement, a platform where the world’s greatest minds, musicians and motivators come to share their passion and their vision of the future,” said Randel Bryan, managing director of SXSW London. “SXSW London will build on Austin’s incredible legacy, presenting an event that underpins why SXSW is the go-to destination for professionals and creatives seeking 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 be working hard to ensure that opportunities for learning, employment and community uplift are at the heart of everything we do.”
Added Jann Baskett, co-president and chief brand officer of SXSW: “Following the success of SXSW Sydney, this is an incredible new opportunity to highlight the elements that make SXSW unique in one of the most vibrant cities in Europe. We look forward to forming deeper connections with our overseas community and bringing the conversations that start in Austin all the way to London.”
For its part, SXSW London will bring “its own distinctive personality,” which will be influenced by the city’s cultural life and creativity, its status as an international meeting place and its location in relation to other major creative and tech centers in Europe.
The event will take over dozens of venues, galleries, clubs and other spaces in Shoreditch in east London. The location was chosen for its status as a vibrant center for creativity and technological innovation as well as for its diversity, energetic youth culture, global cuisine and nightlife.
London Mayor 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 tech and creative sectors and as a global capital of culture. When I was part of SXSW in Austin in 2018, I saw firsthand the electric atmosphere of innovation SXSW creates and I can’t wait to be 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 and more prosperous London for everyone.”
SXSW London will focus on creative talent from across Europe, featuring inspiring keynotes, music showcases and innovations in tech, gaming and screen. Organizers said it also will introduce boundary-pushing visual arts, design and fashion programming, along with exhibitions and interactive and immersive experiences in public spaces across its east London campus.
“Festivals have been a vital part of British culture for decades and a key part of the reason why the U.K. is known the world over for creative excellence,” said U.K. culture secretary Lucy Frazer. “From film and TV to fashion and music, London is a global hub for cultural and creative talent, so it’s fantastic that SXSW is coming here to bring together innovators from across these sectors and demonstrate why the U.K.’s creative industries are the envy of the world.”
In addition, SXSW London will continue to develop 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 due to go on sale in October. Those interested can register at sxswlondon.com.
Penske Media, parent company of The Hollywood Reporter, is the majority stakeholder of SXSW.
