Katy Arnander (Director of Programming) For SXSW London 2025

A global platform celebrating the convergence of creativity, culture and innovation, SXSW’s inaugural European edition SXSW London builds on the brand’s decades of success in Austin and now Sydney.

Between 2nd-7th June 2025, SXSW London will take over dozens of venues, galleries, clubs and spaces around Shoreditch in east London, including many independent and community-led spaces. We spoke to Katy Arnander Director of Programming at SXSW London 2025:

You are the Director of Programming for SXSW London which is coming to the UK for the first time from 2-7 June 2025. When did SXSW first have the idea to take the festival to London and how did you become involved in the festival?

For 35 years SXSW has grown and built a global following of fans, with thousands of attendees coming to Austin annually experience its world class programming. A couple of years ago SXSW Austin saw an incredible opportunity to expand the presence of their iconic franchise to Europe, and the UK was chosen because of its global reputation as a world-leading centre for creativity and tech. London, and specifically East London, was identified as the best location, as it is renowned as a vibrant centre for creativity and technological innovation, as well as for its diversity, energetic youth culture, global cuisine, and nightlife.

We also wanted to create an opportunity for more people to experience the festival, and SXSW London gives us an opportunity to reach people across Europe, as well as areas such as the Middle East, Africa and South Asia that have natural connectivity to London.

I first became involved in the festival earlier this year as I began my discussions with the management of SXSW London. As an experienced programmer and producer, the more I learned about the festival and its incredible ambition for London, the more I was intrigued and knew I wanted to be of this exceptional event.

The festival will be held in Shoreditch in the city. What was the thought process behind selecting that part of the city?

Just as SXSW used the culture of Austin to define the festival, SXSW London will be defined by the physicality of Shoreditch’s streets and iconic venues. From the industrial spaces of The Truman Brewery to the rich visual streetscape, to the numerous independent bars, clubs and shops, we want SXSW London to feel authentic to its setting. And of course, the festival ecosystem is so important as it attracts delegates and individuals from across the worlds of technology, music, film, arts and culture, where they can converge and make unexpected discoveries.

We will be working with dozens of venues, galleries, clubs and other spaces in Shoreditch, east London, renowned as a vibrant centre for creativity and technological innovation, as well as for its diversity, energetic youth culture, global cuisine and nightlife. We’re delighted to be working with many independent spaces and local organizations, and are working closely with local stakeholders to ensure the festival creates positive impact for the community it will take place in.

What is the Programme Vision for SXSW London?

We want SXSW London is a transformative global platform where leaders from across industries can come together to share their expertise, drive innovation, and shape our future. We want the festival to consciously engage with society’s hard questions, and to showcase exceptional talent and original ideas. The convergence in tech and creativity is where we often see the most exciting discoveries emerge, and we can’t wait to receive submissions as we build the programme to showcase amazing thought leaders, creatives, performers, and the businesses of tomorrow

The intersection of tech, conference, music, screen, and visual arts provide a unique environment for imaginative and innovative content. Detailed programming will be announced in the coming months, incorporating the creative convergence of programme strands – from household names to the yet to be discovered – all inspired by the key themes of convergence and unexpected discovery.

Will you be having a Conference during the week and do you have any topics for discussion lined up?

Absolutely, as our wide-ranging conference programme is at the heart of the Festival. The worlds of technology, business, society, music, screen and more will be reflected through our 23 conference tracks featuring Robotics & AI, Health Tech, Sport, Enterprise, Fintech, XR, Gaming and much more, The Conference Programme will be comprised of 420 sessions across four days in a mix of formats ranging from keynotes and presentations to panel discussions, mentor hours and meet-ups.

Integral to our vision is the central SXSW philosophy of open submissions – creating an inclusive programme of diverse voices with public involvement. Artists, performers, thought leaders and industry professionals will be encouraged to submit their ideas via our submission portal, which also has a public vote.

In addition to the Conference, what will the Programme include? Will you have any artistic mediums that you will be showcasing for the first time?

A major part of SXSW Austin is music, and London will be no different. Our Music Programme will feature cutting-edge music, culture and creativity from London, Europe and beyond. From Berlin’s Queer underground club scene to the South Asian Sounds of London’s Desi dancefloors.

Screen is also a key component too, and we will infuse our programme with a brand new, distinctively European and uniquely London flavour. We will feature series premieres, short Film programmes, gala events, XR Experiences and more.

Because of our location in Shoreditch, visual arts and fashion will feature for the first time in a SXSW festival. We want to reflect London’s position as a centre of creative excellence, celebrating the convergence of art forms– visual art, performance, fashion, sound, moving image and technology. We will have creative partnerships with local institutions, special artistic curations to animate our spaces, collaborations with the fashion & design sector and some unique installations specifically commissioned for SXSW London.

I wondered if you could tell me about the Pitch Competition which is part of the Conference and what it entails?

The Pitch competition is very much part of the SXSW experience. Our event will draw VCs, Angel Investors and other companies wanting a peek into the future, as companies from around the world compete and showcase their leading technology innovations, in the hope of securing backing and funding. The competition will feature starts ups in 6 – 7 categories, ranging from Climate Change solutions to Biotech innovations, with the Pitch final featuring the winners of each category.

With the rise of Artificial Intelligence (AI) in the world being used in several industries including the Creative Arts, what are your thoughts on its expansion?

I’m not an expert other than to say that AI is all around us and is a tool that can increase productivity – it shouldn’t and won’t take the place of creativity. There are a range of artists and makers who are developing works with AI and harnessing it to do what artists do so brilliantly, which is comment on the world creatively. AI and machine learning, if used in a responsible way, will continue to provide huge opportunities for the future.

An integral part of the SXSW brand is the Music Programme. What are the music plans for SXSW London?

Our Music Programme will feature cutting-edge music, culture and creativity from London, Europe and beyond. From Berlin’s Queer underground club scene to the South Asian Sounds of London’s Desi dancefloors.

We are planning many events at over 20 venues, from week-long takeovers to shorter pop-ups, either co-curated with a cultural partner, or brand partner or focused around a music scene.

We will also spotlight international music scenes that transform the culture of their communities through the lens of London and focus on what’s new and what’s next – highlighting iconic moments where music and technology collide with culture coming from diasporic communities and underground movements.

Are people able to submit to take part in the festival and if so, where can they apply?

Yes, at the heart of our SXSW London vision is open submissions – creating an inclusive programme of diverse voices with public involvement. We will begin accepting submissions on 28 October for session proposals, performances and panels across the Conference, Music, and Screen strands. For the conference, tech innovators, creatives, thought leaders and industry professionals are encouraged to submit via our Programme Picker portal which closes on 29th November, and then opens again for public voting from 9-17th December. Open submissions for Music and Screen will run from 28th October until mid January 2025.

What makes Katy Arnander happy and what makes you unhappy?

From a work perspective, being part of a fast paced and dynamic team bringing the legendary SXSW to life on the streets of London is very rewarding. On a personal note, I get great joy from family, friends and engaging with the people and activities that I love. There are plenty of things to be unhappy about in the current world situation but I try to remain positive for the future.