South By Southwest is heading to London in 2025.

Billed as “the world’s leading festival celebrating the convergence of creativity, culture and technology”, the event is expanding with SXSW London in June 2025.

It means the gathering, which was founded in 1987 in Austin, will establish a presence in Europe, having previously expanded into the Asia Pacific region, with SXSW Sydney, in 2023.

Organisers say each of these events will feature “their own distinct flavor,” making SXSW “an indispensable three-stop tour for the global creative community.”

“As a lifelong 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,” explains 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. SXSW London will also provide a platform for the next generation of creative talent and we will be working hard to ensure that opportunities for learning, employment and community uplift are at the heart of everything we do.”

Jann Baskett, co-president and chief brand officer of SXSW, adds: “Following the success of SXSW Sydney, this is an incredible new opportunity to highlight the elements that make SXSW unique in one of the most vibrant cities in Europe.

“We look forward to forming deeper connections with our overseas community and bringing the conversations that start in Austin all the way to London.”

SXSW London will bring “its own distinctive personality,” influenced by the city’s cultural life and creativity, and take over a multitude of venues, galleries, clubs and other spaces in Shoreditch in east London.

London Mayor Sadiq Khan shares: “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.

“When I was part of SXSW in Austin in 2018, I saw firsthand 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.”

In addition to focusing on creative talent from across Europe, with keynotes, music showcases and innovations in tech, gaming and screen, SXSW London will also introduce boundary-pushing visual arts, design and fashion programming, plus exhibitions and interactive and immersive experiences.

It will continue to develop Austin’s focus on climate action and sustainability.

More details about the SXSW London 2025 program will be announced in the coming months, with badges going on sale in October. Those interested can register at sxswlondon.com.