SXSW Lands in East London

For nearly four decades, SXSW has belonged to Austin: a feverish mix of music, tech, film and future-thinking that turned a once-local festival into a global cultural barometer. Now, with its first London edition, the festival is betting on another city fluent in creative reinvention. Cecilia Morelli, SXSW London’s chief marketing officer, sees East London not as a backdrop but as the point – a place where art, technology and commerce already collide with enough force to shape what comes next. Entrepreneur UK finds out more…

SXSW has such a strong identity in Austin. What does it mean to bring that energy to  London while ensuring it doesn’t lose its edge? 
Austin is our gorgeous older sister, paving the way for its ambitious younger sister, SXSW  London. But we have the added advantage of being able to lean heavily on the incredible  creative energy that London already has, particularly in East London, where creativity and  technology really do come together. Moreover, like Austin, we place a big emphasis on discovery, every aspect of the festival programming, messaging, operations is about  discovery. And that, I think, is how we ensure we don’t lose our edge. 

What will people experience at SXSW London that they simply won’t find anywhere else  this year? 
The convergence of the creative industry and the business community. Visible signs and conversations about the interdependence of creativity and technology. 

Was there a moment during planning when you realised SXSW London could become  something culturally significant for the city?
This was always designed to be culturally significant for London, which is why the Mayor of  London recognised early on the potential role the festival could play in shaping the  identity of London. However, personally, I felt this tangibly last year when, at the festival, I  heard Dr Jane Goodhall make her inspiring remarks about the future. That felt like such a  powerful moment, that fit with SXSW’s ambition of showcasing pivotal moments. 

How are you making SXSW London feel accessible not just to industry insiders, but to  anyone curious about what’s next in culture, music, tech and creativity? 
30 headline talks will be distributed on our channels post the event. This allows everyone to access the most inspiring talks and conversations that show what happens when these  industries converge. 

What do you think London brings to SXSW that no other city could? 
London is the perfect counterpart to everything SXSW delivers, discovery, knowledge,  innovation, diversity, creativity, breadth and compassion. No other city and its people can  deliver all this as authentically as London can. No other city promotes open dialogue and  active listening, which is exactly what SXSW promises, with perhaps a little more permission  to be provocative.

If SXSW London is successful in five years, what will audiences say it changed about  London’s creative scene? 
We hope it will bring more cross industry innovation. When tech helps film and music, this is powerful not only for the creative industries, but also for the general public, who benefit  from the inspiration that the creative industries lend us. At SXSW we believe that where  culture sheds light on the problems, technology answers with practical solutions to help  shape a better future. But beyond that, we hope that the energy and positive impact that  SXSW London brings will continue to help support local communities in east London, and  smaller venues who really struggled post Covid.