SO.CO Team

1 week ago

SXSW London’s Debut Struggles to Break Through

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Shoreditch wore its best leather jacket this week, playing host to the inaugural SXSW London - a bold, if uneven, British sibling to Austin’s world-famous culture-fest. With a three-track schedule spanning tech, film, and music, the event promised to deliver the same buzz as its Texan counterpart. But as the dust settles on the cobblestone streets of East London, one question lingers: did anyone actually notice?

Master Peace @ SXSW London

Master Peace @ SXSW London

Let’s be clear - SXSW London had heart. You could feel it pulsing through the neon signage, the scattered panel discussions, and the curated lineups that wanted to matter. But love is a two-way street, and London just wasn’t texting back. Where Austin explodes with banners, pop-ups, and buzz from the airport baggage claim to the last dive bar on 6th Street, Shoreditch felt strangely aloof. Blink and you’d miss it. If SXSW London was a band, it was playing its debut gig to a distracted pub crowd while the football was still on.

Baby Said onstage at Hoxton Hall

Baby Said onstage at Hoxton Hall

And the problems? Oh, they were there - basic, preventable, and baffling for an event with this kind of pedigree. The programming leaned too hard into obscurity, like a college radio DJ who refuses to play the hits. Venues were spread out enough to test your Oyster card, and the ticket prices? Let’s just say they were aimed more at hedge fund managers than hustling creatives. A Platinum badge at £1300 (plus VAT) felt more delusional than deluxe, especially when what you got in return was often less “cutting edge” and more “fringe for the sake of it.” The £99 music wristband might’ve been a bargain - had there been more to see.

Still, in the haze, some light broke through.

Beth McCarthy closed out night 1 at the BME

Beth McCarthy closed out night 1 at the BME

The British Music Embassy came in like the cavalry with a last-minute two-night showcase that reminded us why SXSW still matters: discovery. Gurriers brought noise and menace, Beth McCarthy delivered punk-pop attitude, and Master Peace proved he’s not just a hype machine but a headline-in-waiting. Over at the Rolling Stone Future of Music night at Hoxton Hall, Cucamaras tore up the stage (despite a rogue backdrop curtailing their set), only for Baby Said to swoop in and save the night with sheer charisma and raw talent.

Gurriers carried on where they left off in Austin

Gurriers carried on where they left off in Austin

But the moment of the week? A happy accident. Expecting a classical piano set from Tokio Myers, I stumbled into a Sofar Sounds gig by Jackson Rouse - a soulful, stripped-back performance that silenced a packed bookshop and turned casual passers-by into instant fans. Rouse didn’t just play; he connected, the way all great SXSW discoveries do. He’s a name to remember, and one that might just outgrow Shoreditch soon enough.

Jackson Rouse performing for Sofar Sounds

Jackson Rouse performing for Sofar Sounds

SXSW London isn’t a write-off. Not even close. But if it wants to evolve from hipster curiosity to cultural mainstay, it needs to go back to the basics: serve the artists, energize the streets, and remember that accessibility trumps exclusivity every time. There’s a killer festival waiting to be born here - but only if London starts giving a damn.

Words and photos: Thomas Jackson