A mature festival like SXSW, running for the first time in London, has some serious expectations to meet. SXSW is unparalleled in size, using Austin’s big convention centre, numerous hotels, cinemas, and music venues, but with a remarkably compact footprint. You can overdose on music, films and interesting talks, without straying too far from the convention centre or hotel. Austin seems to have a density of music venues, probably unparalleled outside of Nashville.

London’s iteration announced that it was going to be based in Shoreditch. There are obvious synergies. The ‘New Media’ industries that based themselves in Shoreditch over the last 20 years, are always in attendance and Austin has clearly influenced Shoreditch over the last 20 years.

However, there are fundamental problems SXSW London needed to address and sadly, they go beyond there being no breakfast tacos. My first concern was simply that I’m not sure Shoreditch is capable of hosting a festival of SXSW Austin’s size. London as a whole is. It has the conference centres. It has more music venues than Austin. It has more cinema screens. But it is also a massive city compared to tiny Austin. Its conference centres are spread across the city. Its music venues sprout up in little creative hubs across the city and while say Leicester Square could handle the film festival, they would be too expensive and big for the festival to use and the smaller arthouse cinemas are spread across the city.

Another problem, unlike Austin, where it takes place over 10 days and Interactive finishes and music takes over, this festival was going take place over 6 days. The overlap between ‘interactive’ attendees and music has always been remarkably small, with the interactive attendees seemingly on company expenses, leaving at the start of music, so there’s no competition over venues. Clearly squashing everything into six days, across an unknown number of venues – with no conference centre in Shoreditch meant that the perceived value of conference badges was far less. You might therefore expect the badges to be cheaper. But they weren’t. The Platinum badge for London was more expensive than the last badge I bought in 2019. They even tried to pull a US trick that us in the UK aren’t used to. Quoting ticket prices excluding VAT.

Given all these unknowns. You would assume that SXSW London would try to cover them off to encourage ticket sales. With regular news about speakers, the venues they were using, featured films and artists playing the music festival, etc. Instead, it seemed their main approach was simply to offer discounts to previous SXSW attendees and to stay quiet about what we should expect for our money. There was no way I was purchasing a full badge for what was clearly going to be a second-class experience.

When they finally announced the list of artists. The lineup wasn’t what I was expecting. I was expecting it to be full of the best new indie talent from around the UK and Europe. Instead, there were slim pickings. I guess in an effort to reflect the more diverse music of London, there was much more R&B and rap. In fairness, this was the right thing to do, this diverse mix of music reflects London’s music scene. But to sell tickets, you need to provide something to entice the usual gig attendees. The lineup was so unappealing that none of my gig buddies bought tickets. These are the very people you would expect to jump at buying wristbands, people who gig across London most nights and attend festivals like the Great Escape. Their argument were that there was more than enough good stuff happening in London and with no clear draw, it was easier to do a normal gigging week.

I’m of the belief that London is crying out for a multi-day, multi-venue festival. Other UK cities have them. Many, like The Great Escape, seem to have modelled themselves on SXSW and I expected SXSW London to be in prime position to become the London multi-venue festival. However, after this first festival, they have a lot of work to do to make this happen.

A few weeks before the festival started, they finally announced venues and music wristbands. The wristbands were very reasonably priced. £100 for the six day music pass. The venues, were pretty much what I expected. XOYO, Village Underground, Old Blue Last, Rich Mix, Strong Room Bar, Jaguar Shoes, Colours. There were some surprises, such as Shoreditch Town Hall.

On the surface it didn’t look too bad. Not brilliant. But not bad. There seemed to be no late licenses. So venues would finish at 11pm meaning I could travel in each day and go home to my own bed.

However, in reality, there was a lot of walking for very slim pickings. At SXSW I can see 35 bands in a day jumping between venues on Reds and 6th Street. At SXSW London, I was seeing less than 10 bands a day. I see more at The Great Escape and I’ve spent years moaning about the venue density.

What surprised me most, was how little impact SXSW had on Shoreditch. On the first day, walking down from St Pancras, through Angel, down to Old Street, I didn’t see a single poster or sign. Even in Shoreditch, it wasn’t prominent. Most bars, shops, cafes and restaurants seemed oblivious to SXSW with no signs encouraging SXSW attendees into their establishments.

The second day, I got off at London Bridge as I wanted to visit WEX on Commercial Road. Walking up Brick Lane to the main conference hub at the Truman Brewery, you wouldn’t know anything was happening. Basically the first SXSW sign I saw was at the Brewery. This isn’t a SXSW I’m used to. You can’t move in Austin for SXSW branding. Austin breathes SXSW.

Despite some backing from Sadiq Khan, the festival was almost invisible. This isn’t unusual for London. Even big football matches can have little impact on the city. But you expect the local area to embrace the event. Shoreditch seemed oblivious the event was happening. This has to change for the festival to be successful. London needs to do better. Sadly, with some venues seeing really low footfall, they might have a problem convincing existing venues to participate next year.

During the week, the lack of venues proved problematic. Some had dual use. During the day they were conference venues, in the evening music venues. At times there were only half a dozen venues in use and given the diversity of music, it meant at times there wasn’t much to listen to. That isn’t to say I didn’t try other music genres, but none of it really excited me. At one point on Friday afternoon, there were only three venues with music on. That’s just not good enough.

One advantage of the low key first year was that despite there being few venues, most of the time it was easy to get into venues. This was a real positive. If I’m dragging myself 20 minutes across Shoreditch, I need to know I’m getting in. Other than one event, even the Village Underground was easy to get into – and with none of their usual security search shenanigans.

Hopefully, they can grow the venue density over the next year by enticing some of the pubs to host gigs while increasing the audience. If they just increase the audience, then there simply isn’t enough venues and everyone will be queuing.

One massive positive was that the British Music Embassy put in a short but welcome appearance. The BME is sponsored by industry and the DTI to promote the British music industry in the USA. So you wouldn’t expect them to be hosting a venue in the UK. I think there was a realisation that maybe SXSW London needed a bit of a helping hand and they spun this up at the last minute. Anyone who’s been to Austin knows that the British Embassy team are one of the best. Taking over Devonshire Square for two days, featuring some of the hottest bands who played their Austin venue, such as Gurriers, they provided a real showcase venue. Hopefully, they will be more involved next year.

Sadly, SXSW London hadn’t enticed any of the national groups who put on SXSW events in Austin. The Aussies are still taking their music to The Great Escape. SXSW London seemed to have missed a great opportunity to encourage the European music industry to bring their country’s artists over.

Not everything was within the control of SXSW. Unfortunately, like Austin last year, SXSW London experienced some controversy. Several artists signed up to SXSW without researching what SXSW is. Pulling out when they realised that the main conference featured talks from politicians and companies with connection to activities they didn’t agree with. Then the usual peer pressure caused artists to drop out at the last minute when they decided Tony Blair speaking at the conference, didn’t fit with their morals.

I don’t have an issue with artists pulling out of events when they are caught off guard or protesting when they don’t agree with something. Many argued SXSW Music told them that there wouldn’t be anyone controversial giving keynotes. There seemed to be a feeling that the different SXSW stands were keeping each other in the dark and that SXSW Music were unaware Blair was speaking. Personally, I don’t buy this. I don’t think SXSW perceived Blair as an issue and they are hardly going to tell bands that their big surprise was that they had arranged for ex-Prime Ministers to talk. It’s also hardly surprising that there might be individuals on panels who might have connections to things artists don’t like. I always feel artists should play and make it known that they disagree. But they shouldn’t don’t pull out due to peer pressure. In this case, many just look like idiots who had not bothered to research what SXSW does.

Rant over.

But it was annoying.

Some lineups were devastated, with massive gaps in the running order. When many of the stages had hand curated their lineups, trying to encourage representation. Artists pulling out denied opportunities to other who may have benefitted from the exposure. From my perspective, at times it meant very little music. Given most stages tried to be diverse, alongside numerous lineups that defaulted to diversity, such as two stages of South Asian music and several LGBTQ+ stages. There were points in each day when there were zero indie artists. Best way to illustrate the issue was Scottish music brought no indie artists. Probably fulfilling their arts funding, they brought a diverse selection of artists. But when everyone else was doing the same, it meant the lineup didn’t appeal to the average ‘6 Music’ gig goer.

Next year they need to tweak the formula. Increase the number of venues to get more of the normal traditional indie fare on the bill. They shouldn’t reduce the ratio of artists from the diverse musical and social backgrounds by increasing the indie representation by adding new venues. They need to keep the number of venues with none indie music as I think this could be SXSW’s key unique selling point compared to all the UK indie festivals. Maybe they need to encourage some of the notable indie venues around London and the UK to bring local lineups, so the traditional indie audience will buy tickets. Personally, I think it would also be good to get London-based Loud Women involved who seem to strike a good balance pushing inclusivity.

Musically, it could have been stronger. If this is the standard next year, The Great Escape will feel relieved. Many of the artists I saw, I had seen before. New artists that stood out were Bethia Beadman, August Charles, Cosmonaut, Uncle Junior, Karma Sheen, HMS Morris. But there were slim pickings. A weekender at the Windmill would have a stronger lineup.

There are some things the festival can’t fix, the main one being the weather. It wasn’t fun trekking between venues in the pouring rain. Maybe next year there needs to be SXSW branded umbrellas? It was most definitely not the Austin experience.

What was most disappointing, by the time Saturday came round I think the corporates were heading home. With heavy rain that day, I think people headed home and footfall was atrocious and by the end, Benefits, the last band of the day had maybe a dozen people watching them in an empty 93 East. With such poor turnout at these venues, SXSW may have a job convincing them to take part next year.

SXSW is definitely a ‘work in progress’. It felt like it was a pencil sketch of a potentially good idea. Apparently SXSW London operates as a franchise and has a multi-year contract. The talk at the festival was that there is a Berlin addition planned. If that’s the case, London needs to quickly turn its pencil sketch into a more realised version. Berlin sounds more attractive to me. My feeling after this year is that it has a long way to go to convince the UK that this is the default place to find new music. It may end up having to drop live music from the festival and accept it is simply an ideas festival.

Artists seen

Amelia Coburn, Anaiis, August Charles, Ava Joe, Baby Said, Benefits, Catrin Finch and Aoife Ni Bhrian, Beauty Sleep, Bethia Beadman, Charlie Austin, Christopher Clarke, Clara Serra Lopez, Cosmonaut, Cucamaras, Eden J Howells, Ella Jinks, Ellor, Enjoyable Listens, Florence Road, Gia Ford, GIFT, Girlband!, Gurriers, HMS Morris, Hollows, Hornet, Jay Chakravorty, Joviale, Kaoti, Karma Sheen, Kay Greyson, Korda Korder, Levitation Orchestra, L’Objectif, Lucky Iris, Orchards, MONO, Mystery Time, Nikitar, PRITT, Robinson’s Village, Samuel Sharp, Salvana, Sm*sher, Sol Paradise, Stay In Nothing, SUDS, Sunflower Thieves, Taliable, Tatyana, The White Gates Band, Thistle, Trisha Tan, Uncle Junior, Vegas Water Taxi, Vulva Voce, Wave Machine, Wildes, Yasmin Umay

Low Anthem’s 2008 album ‘Oh My God, Charlie Darwin’ is pretty much a perfect album and I had forgotten how good it is. Tonight’s intimate gig at the Union Chapel allowed me to reacquaint myself with this beautiful album, played in full by the current lineup.

The lighting guy had warned me the Chapel’s lights were going to be down at 15%. So tonight wasn’t a photography night and to be honest, knowing the chapel well from photographing the weekly Daylight Music (and occasionally setting up the lights), the Chapel is usually part of what makes the event so special. But it was a good decision.

The low light put the entire focus on the band and the music and it was so beautiful. Each song was like reading a chapter in a favourite book that you haven’t read for a long time. The joy of rediscovering what you first loved about the album and hearing it with fresh ears.

At the end, they rightly recieved a standing ovation. This was a special concert.

A few months ago I did a ‘random’ at Rough Trade. The artist was called Myrkur (aka Amalie Bruun) and although I knew nothing about her, by the end of the gig I was hooked. Myrkur, is on the surface a Scandinavian black metal artist. But she also has had a pop career and most pertinent to this review, a background in Scandinavian folk music. It was this aspect that interested me most so the idea of a whole gig of her folk music in a church, had to be done.

First up was Jo Quail playing an cello using various loop pedals. She was an excellent introduction to the evening.

St John’s of Bethnal Green is a great little venue. It has decent acoustics and tonight, the lighting gave it a spooky atmosphere, the perfect setting of Myrkur.

Myrkur practices kulning, an ancient method of calling herds in the wilds of Scandinavia. Mrykur, started the evening with her own kulning, calling her audience to attention. From this moment onwards, I was bewitched.

There’s something special about Myrkur. She has a beautiful versatile voice. With the power to sing metal, but the delicacy to sing folk music. Tonight she played a combination of acoustic versions of her metal and folk music mainly from Denmark and Sweden. Regularly switching between piano, drum, guitar and some traditional instrument. She was accompanied by two singers who complemented Myrkur’s voice perfectly and a guitarist playing various traditional instruments. Even though much of the evening I couldn’t understand the words, everything was simply beautiful. I was simply bewitched and from the complete silence, so was everyone else in the audience. (And I was glad that my camera has a silent mode)

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The venue was the Old Queens Head. It’s a while since I’d been here. Previous gigs, there had always been seating which I found encouraged talking and unless you got there early, meant standing at the back otherwise you’d be blocking the view. I have to admit, it wasn’t a favourite venue. But with the tables removed, it was a reasonable space and but for a small number of idiots, the crowd, respectful. Support on both evenings was from the excellent H.Hawkline.

The second evening, Aldous was playing Paper Dress Vintage. A second hand store in Hackney. It’s one of those hipster ‘vintage’ stores. Selling second hand crap for ‘vintage’ prices. It’s the first time I’d been here. I wasn’t sure what to expect. Luckily, they had a dedicated cafe/venue space upstairs. Unfortunately, it wasn’t the quietest place. Although the crowd was less respectful than the first evening with a really noisy air conditioning unit, the gig was as wonderful as the previous evening.

As the gig finished early, there was time to catch Quilt at the Moth Club. A reasonable psych band from the US.

While we can all speculate what happened during that tour. There is no denying that at their peak, the Civil Wars created some fantastic evenings. Oddly, I said at the time that the Roundhouse gig wasn’t one of them. The tension was clear to those who’d seen them before. There both were going through the motions. 

After the split. I think we can see the different attitudes. John Paul disappeared home keeping himself to himself.  Joy on the other hand seemed to be set on singing anything. Gone were the expertly crafted tunes for mainstream pop. So it was good to see John Paul finally return with material that wears its heart on its sleeve. 

Tonight’s gig at Bush Hall had a lot of the passion, emotion and dry wit I remember from the earlier Civil Wars gigs. Simple wellwritten songs full of emotion. It was great to have him back. 

Initially tickets were released at a bargain price of £10 before the bands were announce. I managed to grab one before the price went up. So I was delighted to hear Public Service Broadcasting announced as one of the main acts

Unusually for the Roundhouse. They decided to run the event as a mini festival. Using three different spaces to put on a range of acts of different sizes and types. The studio space allowed for more intimate and new acts. The bar area, indie bands currently playing smaller venues and then the main stage for the larger acts. 

Highlights were The Blinders who had a grungie sound reminiscent of the Wytches. Ed Hardcourt on the main stage and Public Service Broadcasting. But each of the support acts had something about them and all deserved to be part of the bill.