SXSW London’s launch. Will it match the experience of SXSW Austin?

Today is a momumental day for London in terms of creativity, innovation and entrepreneurialism. SXSW kicks off June 2nd for three days. The very best of luck if you’re talking, performing or attending.

I’ll post a series of personal stories throughout the day about my invite to speak at the original venue in Austin Texas.

SXSW, short for South by Southwest is a creative festival that started in Austin Texas in 1987. In 1994 and 1999 it embraced emerging technologies and has since become a juggernaut attracting mega celebrities, innovators, musicians such as Prince and Tom Cruise.

There’s nothing like it. 2000 conferences, 75,000 attendees, 5000 speakers from 100 different countries. You get to see the future mixing with A-listers and innovators from around the world. In 2023 the brand opened in Australia. In 2025 it’s now London. Its SXSW London CEO Max A. says it’s a love letter to London. Can’t argue that!

In 2009, following a public vote and the festivals curators’ curation, I was invited from the UK to speak on a solo platform for 45 minutes about my practice blending videojournalism and cinema.

I’d come across amazing figures such as C.C. Chapman and Baratunde Thurston. It was exciting, daring, and a mind rush.

My talk was scheduled at 10 am in the morning ( I’m so glad anyone appeared). The audience asked questions afterwards. It provides a sign of what was concerning in terms of video storytelling in 2009, and still is today.

The last question and my response drew howls of laughter. I’ve no idea why.