This June, SXSW launches in London, following the global expansion of SXSW to Sydney last year. Over the course of a week, the festival will span dozens of venues with a lineup featuring music, screen, tech, design, fashion, and visual arts. To find out exactly where SXSW fits into our industry’s events calendar, NDA Editor Justin Pearse caught up with SXSW Marketing Director Clare Morris.
What made you want to take the job at SXSW London? What excited you about it?
It really was a dream role for me. I’d worked at Cannes Lions for three years, and then of course COVID hit and changed everything. I went on to join Samsung, but just as I did, I reached out to South by Southwest in the US. I said, “When we come out of this global nightmare, I truly believe there’s a place for SXSW in Europe.”
At the time, they weren’t looking to expand, but I put my name forward anyway.
Fast forward five years and I was headhunted for the role. The contact wasn’t even related to that earlier outreach, but I relayed the story because it was such a personal ambition for me. To now be leading the brand’s European expansion, launching its first event in London this June, is just incredible.
How does SXSW London compare to the original event in Austin? What’s the model?
SXSW London is built on a licensed model. We work closely with the US team, but we’re an independent, start-up business. It means we share the brand values and essence, but we’re creating something distinct that works for a European audience.
Austin’s SXSW began back in 1987 as a music festival and naturally evolved through the tech boom to encompass film and interactive elements. That organic growth shaped its identity.
In London, we’re launching with all those elements from day one – music, screen, and business. But we’re also adding something new: a dedicated arts programme, which is a key differentiator for Europe and a nod to the UK’s rich cultural and creative heritage.
How does the festival fit into the UK’s already packed events calendar?
That’s a great question. The UK and European market has a very full calendar – from London Tech Week to Cannes Lions. But what makes SXSW London different is that it’s not domain-specific. We’re not solely focused on tech, advertising or film. This is a festival of convergence.
We kick off the summer season of events, and we’re about bringing multiple industries together – music, screen, technology, advertising, business. It’s that intersection, or as we say, “beautiful collisions,” that makes SXSW unique.
You might be a software developer or an A&R manager, and you’ll find yourself connecting with someone from a completely different world. That’s where the magic happens.
Why should CMOs and marketing leaders attend? What will they get out of it?
For me, the pitch to any CMO – or really anyone – comes down to three things: discovery, creativity and connections.
Discovery is at the heart of SXSW. This is the event that launched Twitter, Airbnb, even Billie Eilish. Amy Winehouse debuted “Back to Black” here. We’re known for being the launchpad of the next big thing. So whether it’s new tech, fresh music, or breakthrough films, you’re going to discover things you won’t find anywhere else.
Creativity runs through every part of the festival. It’s not just about adland creativity – it’s multi-industry, and that opens up new ways of thinking. And then there’s the networking – real connections across sectors, cultures, and creative disciplines. It’s where unexpected partnerships are born.
Do you hope to see the next Airbnb launched at SXSW London?
Absolutely. The aspiration is to be the platform that showcases the talent, ideas and innovation that define the future. Take our music line-up, for example. TEMS, a Nigerian artist playing at the Troxy, sold out 1,000 public tickets in an hour. That shows we’ve got our finger on the pulse.
Across the 600 gigs, you’ll discover artists who may be household names by next year. And our screen programme, which we’ll be announcing soon, will offer the same with emerging talent in film and video. On the business side, we’ve got world-leading speakers like Idris Elba, Deepak Chopra, CMOs from Diageo and Hinge, and leaders from British Airways. The momentum is real.
The events industry seems crowded. Is there room for another big festival like this?
It’s a fair question. But London is a global city with world-class connectivity and infrastructure. We’ve already sold passes to attendees from 46 countries and over 900 companies. People are flying in from places like Portugal, Sweden, the US, and even Peru. The appetite is clearly there.
Also, our format is unique. We’re not just in one venue – we’re across 28 locations in Shoreditch. From Truman Brewery to Shoreditch Town Hall, it’s a proper village takeover. Delegates won’t just be sitting in talks, they’ll be immersed in the culture of East London. It’s a different kind of experience.
How important is innovation to the SXSW brand and to the London edition?
It’s absolutely central. Innovation, creativity, and cultural discovery are the pillars of SXSW. This isn’t just about understanding where trends are heading in 2050 – it’s about immersing yourself in them now.
We’re embedding ourselves in Shoreditch’s creative landscape, working with venues and voices that reflect the innovation and energy of the area. That’s the goal – not just to inform and inspire but to create a dynamic space where the future is being shaped in real time.
