SXSW London has officially kicked off, transforming Shoreditch into a buzzing hub of music, culture, innovation, and creativity.
At the heart of the festival’s expansive music offering is Adem Holness, Head of Music at SXSW London, who has helped shape a programme designed to spotlight emerging talent, global scenes, and the real-world communities driving music forward.
With this year’s lineup spotlighting acts such as Tiwa Savage, ODUMODUBLVCK, and DJ AG, it’s proving to be a magnetic destination for music and culture.
That Grape Juice caught up with Holness amid the festival’s launch to discuss the vision behind this year’s event, the thrill of discovery, and why SXSW London is offering an experience that no playlist or algorithm can replicate.
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