SXSW FESTIVAL TO EXPAND WITH LAUNCH OF LONDON EDITION IN JUNE 2025

The South by Southwest festival, held annually in Austin, Texas, will launch a European edition in London in June 2025.

SXSW London will 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 emphasize visual arts, design and fashion with exhibitions and immersive experiences that will be held in the Shoreditch area of east London. SXSW is owned by Variety parent company PMC.

"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 London underscores the importance of the entertainment, media and tech industries in modern Britain. SXSW launched its first international festival offshoot last year, in Sydney, Australia. The second SXSW Sydney festival is set to unspool Oct. 14-20.

Sadiq Khan, mayor of London, heralded the news as an important milestone for the city.

"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."

Lucy Frazer, the U.K.'s secretary of culture, media and sport, also noted the significance of a major entertainment festival expanding to Blighty.

"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."

This year's SXSW festival in Austin, held March 8-16, featured a broad lineup of film and TV premieres, including "The Fall Guy," "Civil War," "The Idea of You," "Monkey Man" and Netflix's "3 Body Problem."

Details about the SXSW London event will be unveiled in the coming months. Badges go on sale in October.