Anna Bogutskaya has been appointed head of screen, overseeing film programming, of the inaugural edition of South by Southwest (SXSW) London, taking place in Shoreditch from June 2-7, 2025.
SXSW London will include feature and short films on its lineup, as well as technology and music works in a similar combination to that shown by the Austin event.
Bogutskaya has worked as a curator and programmer for the BFI, leading the creation of its Woman With A Movie Camera summit; and has experience as a programmer for festivals including Edinburgh, Fantastic Fest, El Deseo and Underwire Festival.
Additionally, Clare Morris has joined as director of marketing and communications, starting from September. Morris was previously marketing lead for Cannes Lions, and has worked as a marketing strategist for Universal Pictures, ITV Studios and Samsung.
Art curator Beth Greenacre has also joined as a visual arts advisor.
SXSW said it aims to attract over 20,000 attendees to its London programme, forging partnerships with independent and community-led venues across Shoreditch, and will offer an arts skills development programme for young people outside of the festival dates.
“A shorter date format relative to SXSW in Austin will allow SXSW London to run its conference, music, screen and arts programmes at the same time, ensuring accessibility to multiple programming formats and diverse networking opportunities for attendees from different industries,” said Randel Bryan, SXSW London managing director.
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