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The Guardian - UK
The Guardian - UK
Entertainment
Lanre Bakare Arts and culture correspondent

Can South by Southwest’s London debut recreate Austin’s star-making power?

London Austin United States SXSW South by Southwest Amy Winehouse SXSW London Barbican United Kingdom
British band Wet Leg, featuring two women on guitar, perform on stage.
British band Wet Leg perform at the British Music Embassy as part of SXSW 2022. Photograph: Thomas Jackson/Alamy

South by Southwest London could become a launchpad for “music’s global superstars of the future”, according to the organisers of the event, which starts its inaugural edition on Monday.

SXSW London’s director of programming, Katy Arnander, and the event’s managing director, Randel Bryan said that despite huge competition in the capital, the event, which has been billed as “Olympics of the mind” and is known as SXSW, could become a star-maker.

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