SXSW London is a multi-faceted music, film, and technology festival held in the Shoreditch and Hoxton areas of London, England, making it the first European iteration of the renowned South by Southwest festival from Austin, Texas. Inaugurled in 2025, the festival spans various venues and features a program that includes live music, keynote speeches, panel discussions, and film premieres, with a particular emphasis on artificial intelligence. The inaugural event in June 2025 showcased a diverse lineup of films, including the Eminem-produced documentary "Stans," alongside musical acts and industry talks. Anna Bogutskaya was appointed as the head of screen, overseeing film programming for the event, which aims to attract over 20,000 attendees and foster connections across the tech, media, and creative industries.