SXSW LONDON ADDS HOLNESS, OTHERS AS SENIOR HIRES

SXSW has announced several senior hires ahead of its June 2025 debut in London.

Building on the success of original-flavor SXSW, which began in 1987 in Austin, where it remains, and the 2023 launch of the Pan-Pacific edition in Sydney, SXSW London will take place next year at venues and spaces around Shoreditch in East London. It will feature keynotes, music showcases, tech and gaming, with a focus on European talent.

Adem Holness has been named Head of Music following a tenure as Head of Contemporary Music at the Southbank Centre in London. While there, he curated and oversaw more than 150 music events, including the Meltdown Festival, Stormzy's Live From Queen Elizabeth Hall and Honey Dijon's Honey Verse. In his new role, Holness will lead the music programming team and oversee partnerships with the music industry.

Katy Arnander has been appointed Director of Programming following stints at Ambassadors Theatre Group, Sadler’s Wells, the Southbank Centre and Barbican. Elliot Willis, who has a background in forging relationships with brands and major media agencies in the U.K., will become European Commercial Director.

Additionally, Alex Poots has been named Creative Advisor. He will remain in his role as Founding Artistic Director of The Shed in New York while providing support to SXSW London.

Randel Bryan, SXSW London Managing Director, said: “Our goal is to create a London edition of SXSW that bottles the essence of U.K.-based creativity and innovation through working with some of the best in the business. I’m delighted to have Elliot, Adem and Katy joining the team on the ground along with Alex to shape the inaugural year.”