The inaugural SXSW London will take place June 2-7, 2025, at more than 20 venues throughout the city’s Shoreditch neighborhood, marking the first time the longstanding event will happen in Europe.

As the gears get turning, the event has also announced new hires Clare Barry, the former marketing director of Cannes Lions; writer and film programmer Anna Bogutskaya; and artistic curator Beth Greenacre. Organizers forecast that SXSW London will generate more than £75 million (roughly $97 million) for the U.K. economy.

According to its booker Adem Holness, a London native, the event will also emphasize the city’s many cultures while working to connect artists and industry workers from local scenes with international audiences and potential partners.

“The thing we can do uniquely is pull together reflections of the cutting-edge, grassroots music communities and — if I’m just thinking about the music program — how people can get involved in what is happening at the cutting edge and how they might be able to work with those different international music scenes to develop them and develop ideas with them,” he says. “That’s what I think SXSW London should be.”

This focus is thus not just on music, film and technology, but the cultures these things emanate from. This, Holness envisions, will create a gathering that “doesn’t just feel like a series of performances, but like you’re experiencing culture and moment around that.”

The event will also incorporate broader European perspectives, with Holness and his team focused on programming that highlights “the cutting edge of music and culture in Europe and beyond.” As such, he adds, the goal is to “make sure our neighbors and friends feel like they’re a big part of what we’re trying to do.”

Still, the 20,000 anticipated attendees will land at an event site that is distinctly London, with Holness saying that Shoreditch “feels in a way like a microcosm of what London is. It’s a hub of technology, but you’ve also got incredible nightlife. You’ve got distinct diasporic communities in and around that area and obviously the whole of London. But I think [Shoreditch provides] a great opportunity for people who might not have been to London before to understand who we are and what we’re about.”

SXSW London follows the 2023 debut of SXSW Sydney. The original event in Austin has been happening since 1987 and has grown to become one of the biggest events in the global music calendar, attracting hundreds of thousands of musicians, creatives, filmmakers, media companies and music industry executives to the state of Texas every March.

“I hope that the Austin and Sydney teams, when we’ve done our take on it, feel proud of it as well,” Holness says. “I hope they feel like it lives up to the incredible work they’ve done, but also has its own flavor.”

In April 2021, it was announced that SXSW had signed a “lifeline” deal with P-MRC, a joint venture between Penske Media Corporation and MRC, making P-MRC a stakeholder and long-term partner with the Austin festival. P-MRC is the parent company of Billboard.