What Makes SXSW London a Big Deal?

SXSW London is a major moment for Europe’s creative and tech industries. It’s the first time the festival has been hosted outside of the U.S., and its arrival signals growing recognition of London as a global hub for innovation in media, technology, and culture. 

This year, much of the attention will be on the creator economy and the role of AI in reshaping how content is made, distributed, and monetized. For creators and digital businesses, it’s a chance to rethink workflows, business models, and audience strategies in light of fast-changing tools and platforms. Immersive media also has a strong presence, with XR, AR, and spatial experiences moving from experimental to practical applications in storytelling and engagement.

What makes SXSW London especially valuable is who it brings together. Creators, founders, investors, product leaders, and technologists from across industries and continents are meeting face to face—not just to talk about the future, but to build it. The event will blend talks, exhibitions, performances, and networking, with a clear focus on international perspectives and emerging trends.

In short, SXSW London is:

• The first-ever UK edition of a globally respected event

• A deep dive into the creator economy, AI, and immersive tech

• A platform to explore real-world applications and future business models

• A global meeting point for leaders shaping media, tech, and culture

Top Themes We’re Tracking

As SXSW lands in London, it brings with it a cross-section of the most urgent and forward-looking conversations shaping content, platforms, and digital business.

Creators & AI: The New Creative Partnership

Generative AI is no longer an experiment, it’s becoming core to how creators ideate, produce, and distribute content. From writing scripts to editing videos, AI is accelerating workflows while raising important questions, like: What does authenticity look like, and how do creators maintain a distinctive voice in a world flooded with AI content? 

As AI reshapes the creative landscape, the economics and ethics of its use in media are up for debate. At the same time, smart tools are emerging to help creators stay competitive, reduce friction, and focus on what they do best: making compelling content that connects.

Session highlights include:

• AI Unleashed — Darren Hardman, UK CEO of Microsoft, will explore how AI is moving beyond buzzwords to reshape industries and everyday life. From smart autonomous agents to personalized public services, this session will dive into the real-world breakthroughs driving innovation in the UK and beyond.

• Ideas Not Included — Manon Dave’s keynote explores how AI and smart tools can amplify what only humans bring to the table—creativity and imagination. She’ll show how combining technology with bold thinking can spark deeper connections, breakthrough ideas, and more meaningful work. 

• The AI Voice Revolution — Mati Staniszewski, Co-founder and CEO of ElevenLabs, will explore how AI-generated voices are changing media, tech, and storytelling. This session covers the latest breakthroughs in voice AI, the ethical questions they raise, and their impact across industries—from entertainment to accessibility. 

Navigating Business in a Shifting World

The old playbook for building a media business doesn’t cut it anymore. Monetization models are shifting, especially as creators and platforms rethink their dependence on big tech. In this post-platform era, owning the relationship with your audience is more than a trend—it’s a survival strategy.

Community-driven businesses are proving more resilient, adaptable, and aligned with long-term value. The pressing question SXSW attendees are grappling with is clear: How do we build media companies that are agile, independent, and future-proof in today’s rapidly changing landscape? 

Session highlights include:

• What Am I Worth? Rethinking Fair Pay for Creators — As creator collaborations grow in scale and complexity, fair pay remains a pressing challenge. This session will tackle the messy reality of creator compensation and explore how new data-driven valuation tools could finally bring transparency and fairness to an industry still struggling with inconsistent pay.

• A Digital Village - Building Meaningful Communities — Building genuine connections with fans isn’t easy when social platforms reward quick hits over loyalty. Join Benjamin Buthmann and actress Kelly Rutherford as they discuss how authentic content cuts through the noise and keeps fans truly engaged—no hard sell required.

Immersion Beyond Screens

Immersive experiences aren’t coming; they’re already here. XR, AR, and spatial audio are transforming how stories are told and experienced. From concerts in the metaverse to interactive installations that blur physical and digital realities, creators are finding new ways to engage audiences beyond the scroll. The conversation is shifting from "Is this the future?" to "How do we scale it sustainably?" 

At SXSW London, this shift is front and center. With the dedicated “XR Transformation” track featuring over 450 sessions, the festival will dive deep into the intersection of immersive technology and storytelling. 

Session highlights include:

• The End of Screens? — Experts from Snap, Niantic, and Liquid City will break down how AR is evolving, what it means to ditch traditional screens, and how shared, always-on game worlds will change the way we play and connect. 

• Reimagining Engagement — Discover how brand activations, opening nights, and AR experiences are redefining interactive entertainment. Expect a deep dive into the strategies driving the next wave of immersive storytelling and audience engagement.

• How will AI and XR reimagine human identity? — Kelsey Farish and Rob Morgan will explore how AI-powered XR are changing how we see and express identity. They’ll dig into the opportunities for new forms of embodiment, alongside the serious privacy and autonomy challenges this technology brings. 

Why Sequel is Excited for SXSW London

At Sequel, we’re passionate about helping creators and platforms navigate this evolving landscape—whether that means embracing AI, exploring new business models, or diving into immersive storytelling. SXSW London is a unique opportunity to witness the future of media, tech, and creativity unfold on a truly global stage. 

This year, we’re excited to engage directly with the innovators and thought leaders shaping the conversations around the creator economy and platform growth. We’re ready to listen, learn, and share how Sequel’s solutions can empower creators to thrive in this new era. 

Come Find Us!

Aksel, Scott, and I will be on the ground in London—connecting with creators, innovators, and anyone building the future of digital content. We’re here to share ideas, hear your stories, and explore how platforms and creators can win together.

If you're attending SXSW London, let’s connect. Reach out to meet us at SXSW London and subscribe to our newsletter for insights from the event!