The original SXSW festival has run in the US since 1987, and while it also serves as an exposition of emerging technology, scientific discovery and a showcase for independent films, it’s best known for its musical component. Crossing the pond for the first time last year, SXSW London’s organisers describe it as “a festival where innovation meets imagination, blending business, tech, music and culture in one place”.

Serving as a springboard for up-and-comers and unsigned artists, the 2025 list of names saw established acts like iconic guitarist Nile Rogers rub shoulders with over 500 talents from both the UK and afar. Held in the culture-rich East London region of Shoreditch, SXSW London operates across venues, clubs and many other important sites around the area. The roster of acts involved are just as diverse as London itself – as they put it “the programme reflects the diversity of sound and community that defines the UK music landscape, while connecting it to global talent and audiences”.

The first wave of 10 acts for 2026 continues the mission to bring the sounds of the world to East London, with an international contingent headed up by two of Africa’s leading lights. Tiwa Savage is one of the biggest names in Nigeria’s Afrobeats scene, having made history as the first female to win the Best African Act award at the MTV European Music Awards in 2018. Also that year, she became the first African female to sell out London’s IndigO2 venue, and she was personally selected by Coldplay’s Chris Martin to perform at the Global Citizen Festival in Johannesburg in front of 70,000. ODUMODUBLVCK is another of Nigeria’s great success stories – his mixture of drill rap with Grime, Afrobeat and R&B which he named “Okporoko Rhythms” has made him a hero of his scene since his 2017 breakthrough.

Next up is American rapper and producer Earl Sweatshirt, a former member of bizarre hiphop collective “Odd Future” alongside Tyler, The Creator. Since going alone, his unique lyrics and style have led him to become a cult hero. He’s joined on the lineup by New York soft rock band Infinity Song, who consist of 4 siblings, bringing beautiful vibes with their family-driven harmonies.

Also there is Amaria BB, a Hackney-based, Jamaican-Guyanese singer-songwriter, who since starting her full career in 2020 has gained a large fan base for her deep themes and mixture of R&B, pop and soul music. Rachel Chinouriri, a London-born, Zimbabwean-British singer-songwriter, will be bringing her exciting indie-pop tunes too, which saw her hit the Top 20 charts with debut album ‘What a Devastating Turn of Events’ and has earned her 2 BRIT Awards nominations. An interesting inclusion is Sega Bodega, whose jouney saw him travel from Ireland, to Glasgow, settling in London to build a foothold in music, fashion and film.

South-London is represented by Shame, a post-punk band known for their live reputation and confrontational lyrical content. They’re supporting their 2025 album ‘Cutthroat’. Liverpool’s Circa Waves are familiar with the top of the charts, having scored a Top Ten album with 2015 debut ‘Young Chasers’ and its hit indie-rock singles ‘T-Shirt Weather’ and ‘Stuck in My Teeth’. English multi-award winning producer and songwriter Fraser T Smith, who had success with his involvement on Adele’s ‘Set Fire To The Rain’ and Tinchy Stryder’s ‘Number 1’ will be in attendance, and finally we have Pete Tong, one of the UK’s best-known and most beloved DJ’s, who will bring his internationally-recognised dance set to Shoreditch.

In the official press release, Adem Holness, the Head of Music at SXSW says “At a moment when technology can generate endless music, what really shapes the future are the communities and scenes where artists push culture forward in their own contexts. SXSW London brings those global scenes together in one place. From artists like Sega Bodega reimagining live electronic performance, to bands like Shame building careers on their own terms, and artists like ODUMODUBLVCK bypassing genre and fusing his cultural influences into something entirely his own. The future of music isn’t uniform.”

SXSW London Music is held across Shoreditch from the 1st to the 6th of June, with wristbands available here ranging from £25 for one-day or £79 for the full experience. For the day-by-day breakdown of the event’s schedule, as well as further information and updates, visit their website here.

The backlash stems from the festival’s decision to host unannounced panels featuring former UK Prime Ministers David Cameron and Tony Blair, as well as a session with NATO. Critics have condemned what they call the “unethical, misleading and secretive conference programming of war criminals,” accusing SXSW London of using cultural events to mask or legitimise controversial political agendas.

Running from 2–7^th  June in Shoreditch, SXSW London is inaugural UK edition of the renowned Austin-based festival, which blends music, film, art and innovation. This London edition has focused heavily on design, fashion, and visual arts, alongside music showcases and conversations around technology and creativity. Big names on this year’s line-up include Nile Rodgers and Erykah Badu.

Blair took to the stage on 2 June to discuss the intersection of AI and government, urging the UK to embrace the technology with promises of “AI tutors, AI nurses, AI doctors.” Cameron followed with an appearance on the 3^rd  June about the future of healthcare in the UK. Neither of these appearances were listed publicly ahead of the event, a move that artists and activists have described as deliberately opaque.

In response, a wave of artists began pulling out of scheduled performances. Heartworms, who was due to headline Hoxton Hall on Saturday, cancelled her appearance, telling fans: “I won’t be performing at SXSW London this weekend for what I hope are fairly obvious reasons – I stand with those who have already done the same, and thank you to my team and label for their understanding.”

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Other artists who have withdrawn include LVRA, jasmine.4.t., Sam Akpro and Rat Party. In a statement, Leeds-based group Rat Party criticised the festival’s lack of transparency and accused organisers of co-opting marginalised voices for image-washing purposes: “Not only is this highly deceptive, but indicative of the kinds of people/organisations SXSW are willing to platform. As a collective, we can no longer in good conscience participate in this act of art washing marginalised and PoC artists, and will be boycotting”.

 

 

 

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LVRA echoed similar sentiments, explicitly accusing the event of “artwashing”/

This isn’t the first time SXSW has faced protest. At the 2024 Texas edition, over 100 artists and speakers dropped out in response to sponsorship deals with the US Army and weapons manufacturer RTX Corporation. Acts including KNEECAP, Rachel Chinouriri, Scowl, Gel and Lambrini Girls all withdrew in protest, prompting the festival to cut ties with those defence partners for the 2025 edition.

SXSW London now finds itself facing comparable criticism, raising renewed questions about the responsibilities of cultural festivals – and who they choose to platform.

You can read out full SXSW London preview here

Kicking things off at Shoreditch Town Hall will be “The House of R&B”, a stage dedicated to highlighting rising stars in the genre from the UK and across the globe. Brit award-winning singer Mabel will get things underway. Alt-soul songstress Sasha Keable and Grammy-nominated star NAO will also perform. Later in the week, Miraa May and Sienna Spiro will take to the stage, on a bill that promises a wealth of soulful R&B talent.

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On Thursday June 5, the Caribbean Music House will take over Strongrooms, an eclectic, independently owned venue in Shoreditch. Here, they will feature a lineup of exciting artists from the Caribbean diaspora, with a showcase from Deadly, featuring Lila Iké in the live room, while the courtyard audience will be given an invigorating set from Seani B’s Bruk Out session, playing Caribbean music such as dancehall, reggae and more.

On Friday, the renowned reggae, dancehall and Afrobeats festival City Splash will storm through Strongrooms, providing an electrifying mix of Caribbean and African-influenced music.

Elsewhere, Canadian singer-songwriter Alice Glass will bring her electronic-fusion sounds to Village Underground. Shoreditch Town Hall will also have some classical sets in store for the crowd, playing host to The Future of Classical Music Series.

Across the SXSW London 2025 festival, several showcases will take place highlighting queer music, with platforms such as Gay Times, Queer Alt Music, Wraith and more presenting LGBTQ+ acts such as Canadian singer and drag performer Queen Priyanka at the Old Blue Last.

As well as a stacked musical lineup, there will be several conferences, screenings and panel discussions involving significant voices from around the globe, featuring speakers like actor/activist Idris Elba, comedian Katherine Ryan, actor and philanthropist Gillian Anderson, Google Deepmind CEO Sir Dennis Anderson and OnlyFans CEO Keily Blair.

Founded in Austin, Texas in 1987, SXSW has held its festival for decades with the aim to “help creative people to achieve their goals”, combining a rich mix of creative and technological industries into a hotbed of entertainment and networking between creative, innovative thinkers. Taking place in London for the first time ever, this summer’s Shoreditch-based festival will be one of the biggest cross-industry events in Europe.

Adam Holness, Head of Music for SXSW London, shared his excitement for the event in a press release: “One of the things I love most about London is that you can step out of any tube station and find yourself in a distinct community. That’s exactly how I want our festival to feel — each of our music venues will be a gateway into a different international new music scene. We’re collaborating with the most exciting pioneers in underground music movements to present the future of music from their unique perspectives, and I’m beyond excited by the artists they’ve chosen to platform.”

Single music festival wristbands starting at £65 will be available from April 14^th, and three-day passes are available now for £595. Both SXSW London tickets and more event info can be found here.

FULL FIRST 100 ACTS LIST:

Ace Clvrk, Adeshola, Adjua, Aja Ireland, Allen Anjeh, AlvarezFunk, Anaiis, Anthonia, Baldo Verdu, Balter, Bemz, Benefits, Bison Rouge, Blasé, Blvk H3ro, Braimah Kanneh Mason with Plinio Fernandes, Caleb Kunle, Charlie Austen, Cheb Mimo, Christopher Clarke, Clara Serra Lopez, Coco & Breezy, Cooper T, Csicskakoporsó, D3MOR, Deca Ota, Demae, Eddie Peak & Proscenium Arch, Eden J Howells, El Combo De London, Ellie Wilson, Emmeline, Eugy, Eyve, Freddie Lewis, GBRL PRKFV Ensemble, Gender Crisis, Gia Ford, Hakumba, Heartworms, Heren Wolf, Hiba, Hot Face, Hunnid22, Ivy Lab, Jay Chakravorty, Jayahadadream, Jaz Elise, Jianbo, JOEJAS, Kalpee, Kanis, Kay Greyson, Korda Korder, Last Nubian, Lewis G Burton, Lostchild, Mace the Great, MAJUR, Malthus, Mandragora, Mayelli, Melodees Choir, Micromoon, Minihi, MLizzy, Montanera, MORN, Myylo, Nic Billington, Nicole Blakk, Polldarier, Ras-I, Retropxssy, Ruff Sqwad, Samantha Togni, Samuel Sharp, Sarah Angel, Sauropoda, Sean Focus, Siobhan Élouise & The Neon Souls, Sola Akingbola, Sophie Grey, Still Shadey, Swanasa, Tatyana, The Deep, The Forever Presence, Tochi Rebecca, Tokio Myers, Tony Njoku, TWST, Tygermylk, Új Bála, Violeta Vicci, Vulva Voce, Werkha, Wohdee, Xani Kolac, XAV

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.

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“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.”

The British Music Embassy typically takes over a venue every year at SXSW in Austin, Texas, putting a spotlight on the best new music from around the UK. As the festival is virtual this year due to the ongoing global health crisis, the British Music Embassy has recorded live performances which can be watched on the SXSW portal. A selection of performances will also be made available after Easter for all to view on SXSW’s YouTube channel.

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The full British Music Embassy line-up for SXSW Online 2021 includes 404 Guild, Afronaut Zu,  Anna B Savage, Baby Queen, Beauty Sleep, Black Country, New Road, Chubby and The Gang, Connie Constance, Do Nothing, Drug Store Romeos, Ego Ella May, Enola Gay, Finn Askew, The Goa Express, IDER, Katy J Pearson, Lau.ra, Lilla Vargen, Matilda Mann, The Mysterines, Nayana IZ, Olivia Dean, Onipa, Penelope Isles, Phoebe Green, Porij, PVA, Ryan McMullan, Sinead O’Brien, Squid, Tayo Sound, TV Priest, Virginia Wing, Walt Disco and Yard Act.

Speaking about the event in a press release, Paul Pacifico, Chief Executive Officer at AIM said; “We’re delighted to be returning as a British Music Embassy partner for SXSW 2021. It has always been a key stepping stone for the careers of independent artists, and a valuable way to accelerate their journeys on the international stage. Although we can’t attend in person this year, the positioning of British Music within the virtual showcase platform is the next best thing and a crucial moment to showcase exciting British talent to the world.”

Northern Irish singer-songwriter Lilla Vargen shared her excitement about being on the virtual line-up saying; “The past year has been devastating for live music, and SXSW being able to go ahead in some form is a light at the end of the tunnel, and hopefully can signal the return of more opportunities like this. I can’t wait to head to Austin when it is safe to do so.”

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The British Music Embassy is brought to you this year by AIM, BBC, BPI, the Department for International Trade, PPL, PRS for Music, and PRS Foundation, with further support from ATC, media partner DIY Magazine and Belfast City Council. Since 2008 it has hosted over 450 UK artists, positioning them in front of a global audience in order to help them to break into new markets and advance their careers. The British Music Embassy also uses UK-only production and equipment, giving artists from the UK an unparalleled platform on the world music stage.

Check out the SXSW showcase at The British Music Embassy through the SXSW portal or on SXSW’s YouTube channel.