“Welcome to the greatest city in the world!” proclaimed Mayor of London Sadiq Khan on Monday, as he opened South by South West festival’s first European edition.
Founded in Austin, Texas, in 1987, as a showcase for the city’s burgeoning music scene, SXSW is now an expansive global platform celebrating the convergence of culture, business, technology and innovation.
This week it landed in East London, taking over dozens of venues, across which 500 sessions with 862 conference speakers, 600 performances from 500 music artists, and 110 film and TV screenings will take place.
