SXSW is coming to London!

The South by Southwest festival, which is held annually, in Austin, Texas, is coming to London. The European edition will launch in June 2025.

SXSW London will continue to feature the mix of keynotes, conversations, film and TV events, music showcases and showcases for innovations in digital and gaming that have defined SXSW since the festival began in 1987. The London festival will have an emphasis on visual arts, design and fashion with immersive experiences and exhibitions that will be held in the Shoreditch area of East London. SXSW is owned by Variety parent company PMC.

View this post on Instagram

A post shared by SXSW London (@sxswlondon)

“As a life-long 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.”

The arrival of SXSW in London reaffirms the importance of the entertainment, media and tech industries in modern Britain. SWSX announced its first international offshoot last year, in Sydney, Australia, the second of which is set to commence October 14-20.

Mayor of London, Sadiq Khan, welcomed the news as an important milestone for the country.

“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,” Khan said. “When I was part of SXSW in Austin in 2018, I saw first-hand 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.”

The U.K.’s secretary of culture, media, and sport, Lucy Frazer, also noted the significance of a major entertainment festival expanding to British shores.

“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,” Frazer said. “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.”