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South by Southwest Expands to London


South by Southwest (SXSW) is heading to London, England. After nearly four decades in Austin, Texas the multidisciplinary festival will launch across the pond in June 2025.

The European fest plans to takeover dozens of dozens of venues, galleries, clubs, and other spaces in Shoreditch in the East End. Similar to SXSW in Austin, the London iteration promises to feature music showcases and keynote speakers, along with exhibitions in tech, visual arts, and fashion. According to a press release, SXSW London will have an “emphasis on creative talent from across Europe” and “continue to develop Austin’s focus on climate action and sustainability, with the ambition to drive positive change for future generations.”

In a statement, the mayor of London, Sadiq Khan, said that he was “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.”

Randel Bryan, Managing Director of SXSW London, shared in a separate statement that “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.”


In 2023, Rolling Stone debuted its Future of Music showcase at SXSW, including a 24-artist lineup including Coco Jones, Chloe Bailey, Mariah the Scientist, and more. This year’s genre-hopping event garnered 12,500 attendees over four nights and featured Peso Pluma, Teezo Touchdown, Young Miko, Faye Webster, Flo Milli, and many more artists at Austin’s famed ACL Live at the Moody Theater.

(Full disclosure: In 2021, Rolling Stone’s parent company, P-MRC, acquired a 50 percent stake in the SXSW festival.)


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