Features
SXSW London Expands Executive Team
South by Southwest (SXSW) London announced the hirings of Elliot Willis, Adem Holness, and Katy Arnander to its growing, full-time executive team.
Also joining SXSW London is Alex Poots, who will serve as a creative advisor whilst continuing his work full-time at The Shed in New York.
SXSW London, announced in May, will take place in June 2025 at venues and spaces around Shoreditch in east London, “and will feature keynotes, music showcases, tech, gaming, and screen, with a particular focus on creative sectors and talent from across Europe,” according to a press release.
Katy Arnander has been appointed director of programming, and brings a broad international business perspective and insights, having previously worked at leading UK performance organisations, including Ambassadors Theatre Group (ATG), Sadler’s Wells, Southbank Centre, and Barbican, where she focused on arts programming, show production, commissioning, curation, and audiences.
Southbank Centre was also Adem Holness most recent place of employment, before he joined SXSW London. During his role as head of contemporary music, he curated and oversaw the delivery of 150-plus music events at Europe’s largest arts center, including Meltdown Festival, Stormzy’s Live from Queen Elizabeth Hall, and Honey Dijon’s Honey Verse. In his new role at SXSW London, Holness will lead the music programming team, and oversee music partnerships and curation of events within the music industry.
Elliot Willis joins SXSW London as European commercial director. His past roles have all required him to forge strong relationships with brands and major media agencies in the UK. Willis, for instance, brokered the £35.2 million naming rights deal with Aviva for the Aviva Studios in Manchester, England, amongst other commercial successes. In his new role, Willis will be responsible for driving the sponsorship, partnership, sales, and commercial operation of SXSW London.
Alex Poots, named creative advisor, continues in his current position as the founding artistic director of The Shed in New York City, while providing support to SXSW London. Poots was also the founding artistic director, and chief executive of the Manchester International Festival (2005-2015, and artistic director of the Park Avenue Armory (2011-2015).
Comments:
Randel Bryan, SXSW London managing director: “Our goal is to create a London edition of SXSW that bottles the essence of UK-based creativity and innovation through working with some of the best in the business. I’m delighted to have Elliot, Adem and Katy joining the team on the ground along with Alex to shape the inaugural year.”
Elliot Willis, European commercial director: “This is a fascinating time for the cultural scene within Europe and especially within the UK. I am excited to bring the festival to the European stage. London is a hub of innovation and culture making it the perfect location to host the SXSW debut in Europe. I am looking forward to creating meaningful partnerships between brands to showcase this hot house of innovation.”
Katy Arnander, director of programming: “I am excited to embark on a new journey with SXSW and work towards growing the UK’s thriving cultural market. SXSW London is set to be Europe’s greatest festival focusing on tech, music and art. This is an amazing moment of growth for the city, and I am grateful to be at the heart of it.”
Adem Holness, incoming head of music: “I have loved my time at Southbank Centre which has given me the space and the opportunity to create some truly memorable experiences with artists and audiences. I feel very proud to have helped so many people make fun and bold moments that they couldn’t have done anywhere else. So it is bittersweet to leave, but when the opportunity to curate music for the inaugural SXSW London came up, I just couldn’t say no. As a born and bred Londoner, I can’t wait to get started and continue to support our grassroots music artists and creatives to keep pushing London’s cultural landscape forward.”
Alex Poots, creative advisor: “SXSW London is an exciting opportunity to showcase some of the most innovative talent across the arts, music and tech scenes from London, Europe and around the world. It’s a real pleasure to support the team to realise this.”