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.”
Khan took veiled swipes at the U.S. President Donald Trump and his trade policies and pitched London as open for business.
