SXSW London - A New Era

SXSW has officially made it across the Atlantic. The iconic US festival brought a blend of tech, music, film, and culture over to London last week, holding sessions, performances and pop-ups across East London. But did it succeed in translating that spirit to a new city? Here’s what the team thought…

Andy Oakes, Co-Founder and CEO, said:

I was lucky enough to be asked to host a panel on events strategy at SXSW as part of the UK House activation. The queues were not a significant issue at this venue, but it did seem that this was the exception rather than the rule. The mixture and distance between venues also seemed to be an issue for many, but London doesn't really have a single venue big enough to host an event of this scale.

All these are teething problems, and I’m sure that the organisers can enhance the visitor experience. The aspect that really needs addressing is the very purpose of the event. I’m still not entirely sure what the event is and who it's for?

My panel was about events strategy, which all felt a little prosaic compared to Julian Lennon talking about aboriginal tribes or Idris Elba talking about the creative process. So whilst I understand the stated aim of the event being a fusion of tech, culture and creativity, I’m just not sure what the glue was to hold it all together

Becca Carles, Partnerships Director, commented:

The audience at SXSW London felt different to that of our usual industry events. It seems to have attracted a wide audience of fresh faces, which is always nice to see.

Even better, I can say the same thing about the content. It was really refreshing to watch sessions from more varied voices. I got to see a talk from Will Douglas Heaven, Senior AI Editor at MIT Technology Review, covering the five things you need to know about AI, which was really insightful, then in the same afternoon, caught the last half of a session on microbiomes. It's really exciting to see such a mix of content taking place at the same time. 

This mix in content also brought a mix in venues, some being 20 minutes walk away, which meant planning your day out effectively. This isn't a problem, though, as this event is different to the other trade shows we take part in. It really needs you to dedicate the week and take it at a slower pace. Less of a networking-only approach and more about taking in the content, enjoying the vibe of the location and having a wider range of conversations while you're there.

Our conclusions

SXSW London may still be finding its feet, but its diverse content, fresh audience, and unique atmosphere make it a special event. With a clearer purpose and tighter cohesion, it has the potential to make a significant impact on the industry as a whole.