5 thoughts about... the first ever SXSW London

Alex is the Managing Director of major UK talent agency InterTalent. He represents his clients alongside overseeing the agency's creative strategy, day-to-day operations & acquisitions.

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🤔 5 Thoughts about… the first ever SXSW London.

SXSW (South by South West) has exploded in recent years into a global cultural event, uniting the worlds of music, film, tech, commerce and creativity. Its home is in Austin, Texas and has had recent expansion to Sydney in 2023, and now the first ever European SXSW in London. Taking over 25 venues in Shoreditch, the week saw hundreds of talks, live music, film premieres, art installations, and cutting‑edge tech showcases. It’s a collision of industries and showcases the very best of the UK.

It was an honour to have been asked to speak on 2 different panels: the first about the creator economy and how talent agencies work with content creators, and the second about how talent agencies are tackling such a rapidly changing entertainment industry.

I spent a lot of the week watching other talks, meeting new people and taking in the buzz around Shoreditch.

It was crazy busy, queues for everything around the block, and I got in more steps than ever before.

So here are my 5 thoughts on a first ever SXSW London:

1. AI: AI was front and centre. We all expected it, but I don’t think any talk went 5 minutes without it rearing its head. Which means it doesn’t matter if you’re in entertainment, technology or art, AI is already here and we need to work out the most ethical, creative and useful way of embracing it. No one wants it to replace jobs or be damaging, but we have to move forward and use it for a greater good. DeepMind’s Demis Hassabis outlined how AI could eclipse both the internet and the Industrial Revolution in defining our future. Eleventh Labs’ Mati Staniszewski dove into the ethics and power of voice AI, while ABBA legend Björn Ulvaeus revealed he’s now co-writing music with AI as his creative partner, not as a replacement. That’s a huge statement from someone as respected as him. WPP’s Mark Read pushed back on the concern and negativity around AI. He gave an optimistic view on how the future will be brighter. The week wrapped with a clear message: AI is now a key creative tool, but we still face a challenge to deploy it carefully and ethically.