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.”

Watch Enola Gay perform ‘Birth of a Nation’

The British Music Embassy showcase was shot over three days at Production Park’s The Mill Studio. Each act performed for 30 minutes with their performance edited down to approximately 14 minutes per artist for the broadcast.

Watch IDER perform ‘Does She Even Know’

Watch more performances on the SXSW YouTube channel now.

SXSW 2021 British Music Embassy Performances:
“One” – Anna B Savage
“All Along the Uxbridge Road” – Chubby and the Gang
“Take Back The Radio” – Katy J Pearson
“I’m Holding Out For Something” – Virginia Wing
“Opus” – Black Country, New Road
“TNT” – Nayana IZ
“Fixer Upper” – Yard Act
“Monty Python” – Connie Constance
“Overpass” – The Goa Express
“Paddling” – Squid
“Reinvent” – Phoebe Green
“Danger” – Onipa
“Talks” – PVA
“Does She Even Know” – IDER
“Farabale” – Afronaut Zu
“Jenny” – 404 Guild
“Get Creative” feat. Nova – lau.ra
“The Birth of a Nation” – Enola Gay
“Blueprints” – Lilla Vargen
“The Feeling Back” – Beauty Sleep
“Gnarbone” – Penelope Isles
“Cut Your Hair” – Walt Disco
“Raw Thoughts” – Baby Queen
“150” – Porij
“Give A Little” – Ego Ella May
“Kid Stuff” – Sinead O’Brien
“LeBron James” – Do Nothing
“LIFE’S A BITCH (BUT I LIKE IT SO MUCH)” – The Mysterines

The announcement comes on the back of the groups recent four-date headline tour, which concluded with a sold out, hometown show, to 2000 fans, at the Albert Hall, in Manchester. Speaking about their most recent tour, and their anticipation for their London headline show, Larkins frontman, Josh Noble, said: “This recent tour blew our minds. The way people sang and danced with us took the shows to a whole new level. It concluded in our biggest headline show at the Albert Hall in Manchester.

“We’re attempting to create a show that is a new experience for both the band and the audience and we’re confident we will continue to make fresh and exciting music over the next 12 months. Heading to London to show what we’ve got is always an exiting prospect. It’s been a while since we’ve played there and we feel like a whole new band since then, we can’t wait.”

Larkins have also been announced to play a number of festivals, this year including SXSW, from Monday the 11th of March to Sunday the 17th of March 2019, Y Not? Festival, from Thursday the 25th of July to Sunday the 28th of July 2019, Live At Leeds, on Saturday the 4th of May 2019, and Neighbourhood Festival, on Saturday the 25th of May 2019. The band are on a meteoric rise as one of the most exciting and in-demand new bands to emerge, from Manchester, in recent times. They are currently working on their debut album and have even more exciting announcements to follow shortly. Tickets can be purchased here.

The announcement comes after, Larkins, recently released their latest single, ‘TV Dream’, through Good Soldier Records. The song has been described as featuring “bright synths, 80s-inspired guitars and a huge chorus showcasing their knack for intelligent song-writing and delicious pop hooks reminiscent of the likes of CHVRCHES, The 1975 and Pale Waves.”

Regarding the single, Noble, said: “‘TV Dream’ was inspired by my grandparents; the idea that romance and dancing has lost its appeal and vigour from what it used to be. Instead, when we turn on the TV we see these visions of gender inequality, and blaming sexism on the way people dress. I loved combining such a blissful story of romance with a more serious tone of being influenced by the modern media.”