Becoming Led Zeppelin feels more than a little sanitised.

‘London –  I think it’s the greatest city on Earth’.

Those are the words of SXSW London CEO Max Alexander as one of the world’s biggest festivals finally rolls into down today.

Famed for its eclectic mix of music acts, film showcases, A-list appearances, and industry networking, SXSW makes its way from Austin, Texas, to the Capital for a feast of innovative talks, live performances, and film premieres until Saturday.

SXSW has grown into one of the world’s most recognisable and vital creative industry festivals since launching in 1987.

This year, more than 25 venues across Shoreditch in east London will host events including talks from Idris Elba, Katherine Ryan, Cesc Fabregas, Ian Wright, and Sophie Turner, and live music from Erykah Badu, Mabel, Alice Glass, and Pa Salieu, among a diverse mix of emerging and established talent.

Fans can buy a variety of passes tailored around what they want to see across conference, music and film –  or an individual music wristband to catch some of the 500 live performances over the week.

Organisers hope the inaugural week will cement a legacy across London by supporting charity initiatives, shine a light on the city’s grassroots venues, and represent important issues among the community through the newly launched SXSW London Advisory Council.

Find out more about London’s grassroots venues here

One of SXSW’s annual standout events is UK House, which showcases British innovation, creativity and technology through talks and immersive experiences. It also features live performances from the UK’s best rising talent thanks to the British Music Embassy – a key partner of the Department for Business and Trade.

The showcase has become a staple of SXSW and helped launch international careers of Sam Fender, The 1975, Little Simz, and many more.

And this year it’s coming to London’s Devonshire Square.

Business and Trade Secretary Jonathan Reynolds said: ‘Our creative industries are a powerhouse of global innovation and it’s a real vote of confidence in the UK’s attractiveness for investors that SXSW has chosen us as its first ever European location.

‘I am proud that our UK House at SXSW London will reflect our position as a truly global destination for business.

‘With creative industries being identified as a key growth sector in our upcoming modern Industrial Strategy, we’re not only helping to attract and secure investment, but delivering long-term growth that supports skilled jobs and raises living standards across the UK, backing our Plan for Change.’

Max Alexander, who was also CEO of Secret Cinema, told Metro: ‘SXSW’s ambition is to become part of the cultural fabric of London.

‘It’s a love letter to London, but being incredibly respectful for what London already is, which is just a profound nexus of culture, business, creativity, ideas, technology, finance, and philosophy.

‘We want to help amplify for London, for Britain, and indeed for Europe, technologies, business models, art forms, and music creatives, and give people a really explicit platform for presentation, discovery and investigation.

Mayor Sadiq Khan on SXSW London

I was lucky to be a part of SXSW in Austin in 2018, and I saw first-hand the electric atmosphere of innovation that the festival creates.

From helping to shape the future of tech and AI, to providing a platform for major new artists, SXSW London is a significant opportunity to generate new ideas, promote our capital and help inspire the next generation.

This week the creative eyes of the world will be on London as our capital becomes the first European city to ever host SXSW.

Leaders from the tech, media, gaming and creative industries are descending on Shoreditch in East London as the world-renowned Texas festival comes to our capital.

Across 34 venues there will be hundreds of talks, live music, and film and TV screenings, as some of the world’s most exciting talent come together.

It’s a great addition to our cultural calendar and another boost to our creative industries. These vital industries generate more than £63bn for the UK economy, having significantly surpassed pre-pandemic levels. They help define how London is perceived around the world, and provide young people with positive opportunities and access to training and jobs.

SXSW is also the start of the biggest ever month for business and investment in London, with the Concordia Europe Summit, London Tech Week and London Climate Action Week all taking place in June.

This series of major business events will attract thousands of dealmakers, investors, CEOs, entrepreneurs, innovators and creatives from all over the world, demonstrating that London is truly the best city for creativity, talent and business in the world.

Globally renowned photographer and Oscar-nominated filmmaker Misan Harriman will be premiering his new film Shoot the People at the festival on Tuesday (June 3) before taking part in a UK House panel named Storytelling as a Force for Change on Wednesday (June 4).

He told Metro: ‘Shoot the People is a feature-length documentary on what it means to be an artist that refuses to look away in the age of apathy, what it means to document protest movements and how important protest is in our age and I can’t wait to share that with the world.

‘We added two extra screenings as all the seats sold out within 24 hours so a lot of people are excited to see this film because they have also been on a journey of understanding that their voice matters.

‘We are the change that we are looking for – if there are things you are unhappy about maybe your whisper is actually a roar when you realise there is a community of thousands, if not millions, that are also whispering about something. And that’s what this film is about.’

This Morning’s Rochelle Humes, a former member of The Saturdays, will be hosting her Ladies Who Launch Lunch that celebrates the podcast at UK House on Tuesday (June 3).

‘I’m really excited that we’re going to have a presence there’, she told Metro.

‘I’m so passionate about connecting women in business, and that’s the very reason that the podcast exists.  

‘It’s quite quickly built a community organically. I know that’s such a buzz word now, but actually, that’s what I love. We hosted a walk the other day that saw lots of female founders to go on a walk together – it’s so nice to see women connecting in that way.

SXSW London takes place from today (June 2) until Saturday (June 7) at venues across London.  For more information and tickets, click here.

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