Whether you’re a fan of Tiwa Savage’s R&B music, can’t wait to see rising South Korean artists like Kimmy go, EK and rom&BAAWLA, love DJs Pete Tong & Gilles Peterson, love the gothic grunge sound of Venus Grrrls, dance super-producer Jax Jones, check out the latest contemporary classics from the likes of afromerm and Carolina Cury & Kostako, and listen to rapper Earl Sweat Shirt, British songwriter Rachel Chinoriri, take in pianist and Shazam developer Charlie Hopper-Williams or take on Nigerian star ODUMODUBLVCK, you can see them all, and many more, during the second annual SXSW London Music Festival, which runs from June 1-6.
And if you don’t recognize most of these names, now’s your chance to do so in and around the Shoreditch area of East London!
“At our core, what we are is a showcase festival,” says Adam Holness, head of music at SXSW in London. THR. “It’s about providing a platform for musical artists to realize their ambitions, whatever they may be entering the industry or progressing into the industry or into new markets.”
This is in keeping with the spirit and nature of the British capital. “I’m a Londoner. I was born and raised in London,” he explains. “And the thing I really love about London is that you can step out of any tube and find yourself in a really distinct community. It’s one of the most international cities in the world, which lends itself well to being the European home of SXSW.”
His team is programming several venues over the six days of the event. “We run about 20 different venues across east London, and my ambition is for each of these venues to become a gateway into a different music scene in the same way that London does to different communities. You go to one venue and see underground music from Seoul, Korea, and then somewhere else from the Caribbean community here in London, and so on.”
Discovery is the main focus. “It’s all about what’s new and what’s coming in the future of music,” Holness says. THR. “Even the most established artists, they’re all still coming out to share something new. You have artists like Sega Bodega. People who are familiar with his music know him because of the very hard electronic music, but he recently released an ambient album, so he’s playing it in its entirety for the first time ever in church. So that will be really special. Or you have bands like [New York soft rock band] Infinity Song, who have a new record out, will be sharing some of that.
He emphasizes that alongside these artists there are new voices that are “fresh and emerging and at the beginning of their path to the industry.”
Holness highlights that a lot of the music artists who play SXSW London play smaller venues than they would otherwise, “so you get a really unique experience by seeing them at the festival.” “I also really love these unexpected moments, like ClassicalUnlocked, which is our show of new and contemporary classical music, which takes place in The Ditch at Shoreditch Town Hall, which is the basement. It’s the opposite of what people might assume is a place to perform classical music. When you go there, it’s a bit like going to Punchdrunk [immersive] Theatrical show. It’s a really interesting space. I really like the idea of putting artists and music scenes in non-traditional places.
Overall, SXSW London 2026 will see just over 200 shows, while “thousands” of artists have applied to take part in the festival, says Holness. “We have to make some really tough decisions.” They are assisted by over 100 music industry professionals who help assess and shortlist submissions and help decide if SXSW London is the right platform for them.
SXSW London is owned and produced by Panarise, which operates under license from SXSW LLC, which is owned by Penske Media Corporation, the parent company of Hollywood Reporter.
The music program at SXSW London attracts industry and fans alike. “There are delegate passes, which are primarily for the industry, but we also make wristbands for casual music fans that are £25 ($33.60) for a day pass,” Holness points out. “So you get a wristband, and then you can get into all the stages that day on a first-come, first-served basis.”
Of course, people can stick to their favorite types or mix them. “You might want to come in to start your night with a bit of contemporary classical music, then finish with some drum and bass from Hospital Records, and maybe catch some reggae in between.”
Holness says seeing music live in the digital age makes a difference. “We live in a world where algorithms are flattening the way people experience all cultures,” he says, “and yet people still drive culture on their own terms, in their own communities, in their own context.” THR. “And we are in a place where you can step away from those screens and experience real music cultures and distinct diaspora cultures side by side.”
Holness concludes: “Like all millennials, I absolutely love nostalgia and rewatching content, and social media is the way I can see content and culture, but it’s not the only way. I think getting into real life and experiencing real music scenes, and especially being able to do that by walking around Shoreditch, is something really special. I’m really excited!”
