SXSW London

An iconic cultural movement, South by Southwest has propelled future stars and tech titans to fame, in a roll call of legendary firsts. It’s where Billie Eilish first performed, Erykah Badu and John Mayer got discovered, and Stormzy began his US tour. Twitter (now X) and Airbnb skyrocketed after the platforms launched at the festival and a rallying keynote from Barack Obama inspired crowds. In film, Bridesmaids debuted and visionary directors, Greta Gerwig and Barry Jenkins made their mark. Be p