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The Guardian - UK

Entertainment

Vanessa Thorpe Arts and media correspondent

SXSW arts and tech festival leaves Texas for a jaunt in east London

London SXSW Austin Billboard Olympics

The Stage at Waterloo Park, Austin, at this year’s SXSW festival. — The Stage at Waterloo Park, Austin, at this year’s SXSW festival. Photograph: Gilbert Flores/Billboard/Getty Images

Barack Obama, Johnny Cash, Matthew McConaughey, Elon Musk and Mark Zuckerburg have all taken a turn at addressing its crowds, but now the Texan culture and tech festival that likes to predict the future is to become a bona fide East Ender.

The European edition of South by Southwest has opened to applications from contributors and audiences around the world before its inaugural London event next summer.

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