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SXSW London Expands Executive Team with Key Hires
June20
South by Southwest London announced the addition of Elliot Willis, Adem Holness, and Katy Arnander
South by Southwest London announced the addition of Elliot Willis, Adem Holness, and Katy Arnander to its growing, full-time executive team.
Additionally, Alex Poots will join SXSW London as a Creative Advisor while continuing his full-time role at The Shed in New York.
Building on decades of success in Austin and now Sydney, SXSW London will take over venues, galleries, clubs, and spaces around Shoreditch in East London for a week in June 2025.
Alongside inspiring keynotes, music showcases, and innovations in tech, gaming, and screen, SXSW London will introduce new visual arts, design, and fashion programming with a particular focus on creative sectors and talent from across Europe.
Key Appointments:
Katy Arnander (pictured), Director of Programming: Arnander brings a wealth of international business perspective and insight to her role, having previously worked at the UK’s leading performance organizations such as Ambassadors Theatre Group (ATG), Sadler’s Wells, Southbank Centre, and Barbican. Her experience spans arts programming, show production, commissioning, curation, and audience engagement.
Adem Holness, Head of Music: Holness joins SXSW London following a successful tenure at the Southbank Centre, Europe’s largest arts venue. As Head of Contemporary Music, he curated and oversaw more than 150 music events, including the iconic Meltdown Festival, Stormzy’s Live from Queen Elizabeth Hall, and Honey Dijon’s Honey Verse. In his new role, Holness will lead the music programming team and oversee music partnerships and event curation within the music industry.
Elliot Willis, European Commercial Director: With a background in forging strong relationships with brands and major media agencies in the UK, Willis is renowned for brokering the £35.2m deal with Aviva Studios in Manchester. In his new role, he will drive sponsorship, partnership, sales, and commercial operations for the festival in London.
Alex Poots: An esteemed arts and cultural leader, Poots will serve as Creative Advisor while continuing his work as the Founding Artistic Director of The Shed in New York City. His career highlights include founding the Manchester International Festival and serving as the Artistic Director of the Park Avenue Armory.
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