Inaugural SXSW London Welcomed Attendees From 77 Countries and 800 Global Leaders

10 June 2025 - Press release

 

• Former Olympic community head likens SXSW London to 2012 Olympics in terms of long-term impact 

• Festival closed with premiere of LIFE OF CHUCK and Cactus Pears winning Grand Jury Prize in film category, and with final music performances from Idris Elba, Új Bála and J Staxx 

• SXSW London was visited by numerous leaders including His Majesty The King 

• Chair of the Culture, Media and Sport Committee says event “showed what’s possible when passionate voices from across the creative industries are brought together” 

As South by Southwest® (SXSW®) London  concludes its first event, industry leaders and community members have complimented the festival for convening global leaders and future innovators, and positively impacting Shoreditch, one of London’s most diverse and creative areas. At SXSW London business, technology and culture converged to create a new and unique event in Europe. 

Over the six days of the festival (2nd – 7th June) SXSW London welcomed 20,505 pass-holders from 77 countries and over 50 different industries across its conference, screen, music and interdisciplinary arts programme. The top ten countries to visit the festival including the UK were the USA, Netherlands, Germany, France, Brazil, Sweden, Norway, Australia and Spain.  

Passes to the inaugural event were bought by 51 different industries, with the highest attendance from advertising, music, technology, media; marketing; business consulting; events; design; public relations & communication services. 

Mayor of London, Sir Sadiq Khan said: “SXSW London has bought creativity, innovation and excitement to venues across Shoreditch. From inspiring talks to electric performances, the inaugural European edition of this world-renowned festival has shown why our capital is the leading city for creativity, talent and business. It has kicked off the biggest ever month for business and investment in London, as we build a more prosperous city for everyone.” 

Ayesha Qureshi MBE who was instrumental in the London 2012 Olympics working across community engagement and planning commented; “Just like the Olympics, SXSW London has sown the seed that it can be a catalytic event for the UK. The festival has had a tremendous impact in its first year alone and represents a huge opportunity for us in this country to be global innovation leaders. On the ground it also injected new diverse global audiences to buildings and venues in East London who desperately need the revenue streams. I walked up and down Brick Lane and spoke to local businesses who told me that they had experienced exponential increase in footfall. The promise of SXSW London as a ten-year stint also means we can continue to grow the halo effect the festival can have across the whole of the UK – marking the UK as unique leaders in global innovation.” 

Chair of the Culture, Media and Sport Committee Dame Caroline Dinenage MP said: “As a global gathering place for creatives shaping the future of the arts, SXSW London was the ideal stage to launch our fan-led review of live and electronic music. We aim to unite music lovers in safeguarding our music industry. With its success in nurturing emerging talent and promoting new ideas, SXSW London has shown what’s possible when passionate voices from across the creative industries are brought together.” 

Hackney Council’s Miguel Campbell-Lewis said: “The long-term commitment SXSW London has made to Shoreditch is already being felt — not just culturally, but economically too. For grassroots venues in particular, the presence of such a globally recognised platform is bringing new energy, attention, and opportunity to the area. SXSW London is a real indicator of how strategic cultural investment can help a neighbourhood thrive. Shoreditch has always been a creative powerhouse, but this kind of partnership is helping sustain that vibrancy while also creating new pathways for emerging talent. As a borough, Hackney is proud to support initiatives that strengthen our nighttime economy and preserve the vital role that grassroots music venues play. They’re where scenes are born, careers launched, and communities built. To see them benefit from a platform like SXSW London is incredibly encouraging, especially at a time when national conversations are rightly focused on their survival.” 

Truman Brewery, Jason Zeloof commented:“Truman Brewery is proud to be one of the main hubs for the first SXSW London. The event has been a real success and has brought a huge amount of creative people together in East London across its small music venues, cultural spaces, bars, cafes, restaurants and shops. SXSW London is just the type of investment that this area needs. They could easily have chosen another European city and we’re very happy they decided to pick London.” 

Juju’s Bar & Stage, Karolina Wasilewska said: “SXSW London has been great for us at Juju’s Bar & Stage as a small live music venue. The business and regulatory environment for our scene seems to get tougher each year. SXSW London has brought amazing people and the right kind of investment to the Brick Lane and Shoreditch area and we hope they keep coming back every year!” 

CEO of SXSW London Max Alexander said: “We set out to build a unique addition to the UK’s already incredibly rich cultural endowment, to write a 'Love Letter to London'.  Our ambition over the coming years is for SXSW London to establish itself as a critical part of the economic, intellectual and artistic capital of this great city. We’re delighted with the first steps towards that.”