AI, trade and $24 socks: Inside the inaugural SXSW in London

SXSW had branding all around the neighbourhood of Shoreditch in London. Arjun Kharpal | CNBC South by Southwest (SXSW) may be a well-known event in the United States, but it certainly hasn't reached the same level of recognition in Britain. "What's that?" asked a pedestrian who was passing by a SXSW London sign. SXSW is a festival held in Austin, Texas, every year that brings together big names in music, film, art and technology. The organizers have brought the event to London for the first time this week, and CNBC took at look at what's going on. CNBC's Tania Bryer moderated a discussion with London Mayor Sadiq Khan who during an opening speech made the pitch for the city as a "hub for talent, trade, tech and innovation." Mayor of London Sadiq Khan speaks with moderator Tania Bryer during the “Opening Remarks - Welcome to SXSW London” panel discussion on the first day of SXSW London 2025 at The Truman Brewery on June 2, 2025. Jack Taylor | Getty Images Entertainment | Getty Images ... Read full article.