With its roots in Austin and its sights set on Shoreditch, SXSW London is poised to become one of the UK’s most impactful creative events. From bold community outreach initiatives to philanthropic partnerships, the festival’s mission goes well beyond music and tech. At the helm is Managing Director Randel Bryan, who is working to ensure SXSW London is embedded within East London’s cultural ecosystem while creating a legacy that stretches nationwide. We caught up with Randel to find out more in this exclusive interview.
What inspired SXSW London to make such a strong commitment to community impact and legacy from year one?
At SXSW London, community impact isn’t just a box to tick; it’s at the very core of everything we do. From the outset, we’ve been determined to think beyond just the capital and shine a spotlight on the brilliant talent and creative energy radiating from across the UK. In that spirit, we’ve worked closely with BIMM University and Digital Catapult to launch the SXSW Roadshow. This initiative is all about taking the soul of SXSW to cities like Manchester, Birmingham, Bristol, and the North east—cities bursting with innovation and untapped potential. It’s our way of acknowledging that creativity knows no boundaries; these local pioneers just need the right platform to truly shine.
How do you envision the newly formed Advisory Council shaping the future direction of SXSW London?
The Advisory Council is more than just a powerful network of names—it’s a collective of trailblazers, driven by a deep desire to pay it forward and help SXSW create real, meaningful change. Made up of leaders from culture, politics, and the creative industries, this team is instrumental in anchoring SXSW London at the heart of the community. Their insights will propel us forward, unlocking the festival’s true potential, while ensuring it genuinely reflects the diverse voices of London and beyond.
With initiatives like Creative Futures and Mission 44 on board, how will SXSW London practically support young talent in the UK?
Through our partnerships with impactful organisations like Creative Futures and Mission 44, we’re not just offering support—we’re investing in the future of creativity. These collaborations provide direct funding, mentorship, and tangible opportunities for emerging talent across the UK.
To ensure inclusivity, we’ve distributed 500 complimentary passes to local charities, including Music Minds Matter and East London Arts and Music (ELAM). This initiative ensures that creative voices from all backgrounds have a seat at the table, fostering a diverse and representative community within the festival.
But this is just the beginning. We’re committed to amplifying these efforts, nurturing the next generation of innovators, and embedding their voices into the very fabric of SXSW London. Because we believe the future of creativity lies in empowering those who will shape it.
Why was Shoreditch and East London the ideal home for SXSW’s first European edition?
Shoreditch stands as a beacon of creativity and innovation, where culture and technology seamlessly converge. As a global hub, it’s home to some of the UK’s most dynamic businesses and cultural landmarks. Yet many of its iconic venues continue to feel the lingering impact of the pandemic, compounded by the rising cost of living.
Our festival is designed to support and celebrate these vital spaces. Spanning over 25 venues—from bars and clubs to community centres—we’re creating a vibrant campus of creativity at the heart of Shoreditch.
Our programme reflects this rich diversity. For example, our arts offering includes acclaimed artist Denzil Forrester, whose powerful work has long captured the energy of Shoreditch’s reggae and dancehall scenes or years. We’re proud to honour his legacy alongside global artists who explore the evolving intersections of creativity and technology.
What role does philanthropy play in the broader cultural mission of SXSW London?
We believe in the power of SXSW London to drive social good—but we also know that real, lasting community engagement doesn’t happen overnight. That’s why from day one, we’re backing incredible British charities that champion creativity, inclusion, and opportunity. These partnerships aren’t just symbolic—they’re part of how we build real impact into the foundations of SXSW London.
We’re working with people and organisations who bring value to their communities every single day. They’re the ones on the ground, doing the work. We’re here to support them and to help amplify what they do as we continue to grow our own programmes and outreach.
From the Stephen Lawrence Foundation to Brixton Finishing School, the charity partners are deeply rooted in change-making. How were they selected?
We wanted to make sure our charity partners reflect both the creative and business communities that SXSW engages with—locally and nationally.
That’s why we’re proud to be working with organisations like UK Black Tech and the Turing Institute—pushing boundaries in science, engineering, and innovation, and creating futures for young people in those fields.
At the same time, we’re investing in the arts, backing brilliant organisations like the Prince’s Foundation School of Traditional Arts and Alexander McQueen’s Sarabande Foundation. Because without the arts at the centre of our collective thinking, the future won’t be inclusive—or very fun at all to be honest.
How do you plan to keep the festival’s impact going beyond the week of events in June?
We don’t see SXSW London as just a week-long event—it’s a lasting commitment to celebrating and championing brilliance within our communities. For that commitment to truly matter, its impact must reach far beyond the festival itself.
That’s why we’re forging year-round partnerships with charities and grassroots organisations, supporting young people and emerging talent long after the lights go down. We’re also listening—asking the community what’s working, where we can grow, and how we can make the biggest difference.
With time and deeper collaboration, we’ll go further—embedding local talent, ideas, and craft into the very fabric of the festival. That’s how we build something lasting. Something that truly reflects the communities we’re proud to serve.
In your view, what does it mean for a global creative festival to truly embed itself in the local community?
Embedding ourselves in the community means making social impact a core part of our mission, not an afterthought. It’s about measuring our impact, revisiting our commitments, and holding ourselves accountable. In Austin, SXSW has become a part of the city’s identity, reflecting its culture and creativity. That’s our vision for SXSW London—to celebrate the energy, diversity, and talent of this city and the UK as a whole. By building connections, fostering collaboration, and ensuring local voices are heard on a global stage, we’re not just hosting a festival; we’re building a platform with meaning and an open dialogue with the world.
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This interview is part of Foldthe.world series. Foldthe.world is a collectable art poster distributed around Shoreditch, combined with curated insiders map helping you to shorten distance and time made by TOANDPARTNERS productions and supported by Made in Shoreditch Magazine.
Follow @foldthe.world on Instagram for the latest updates, interviews, and new additions to the creative map of East London.
