SXSW announces further details for its inaugural London edition

London native music booker Adem Holness, has been brought on board to help highlight the innovative music scenes across London. “The thing we can do uniquely is pull together reflections of the cutting-edge, grassroots music communities and — if I’m just thinking about the music program — how people can get involved in what is happening at the cutting edge and how they might be able to work with those different international music scenes to develop them and develop ideas with them,” he says. “That’s what I think SXSW London should be.”

. @sxsw London confirms dates for 2025 inaugural edition and makes further key appointments https://t.co/CzX65d5jEP pic.twitter.com/SB65znwt9e

— Music Week (@MusicWeek) July 22, 2024

Speaking of the location choice, Holness thinks that Shoreditch is Shoreditch “like a microcosm of what London is. It’s a hub of technology, but you’ve also got incredible nightlife. You’ve got distinct diasporic communities in and around that area and obviously the whole of London. But I think [Shoreditch provides] a great opportunity for people who might not have been to London before to understand who we are and what we’re about.”