FAQS

Applicants may be early-stage startups that are affiliated with the specified universities and meet our basic eligibility criteria.

When we say university affiliated, we mean current students, faculty or alumni. The startups can be official university spinouts but are not required to be. In fact, we encourage non-official spinouts to apply.

The core universities that will hope to represent include but are not limited to Cambridge University, Oxford University, Imperial University, UCL, Queen Mary’s, University of Manchester, Edinburgh University, Stockholm School of Economics, ETH Zurich, TUM Munich, IE University, Queen Mary’s University of London, TU Delft, L’ecole Polytechnique, Indian Institute of Management Ahmedabad. Please note, we are not limiting it to just these universities.

A non-refundable GBP£25 entry fee per submission from all applicants who would like to be considered for participation in the SXSW London Startup Competition is required.

There should be one startup per application. If you have two startups you’d like to enter, then you can submit two startups.

It is optional to include a video or demo video in your entry that could further illuminate your submission for the selection team. We would advise including a 3-minute video recording of your pitch alongside your most recent pitch deck, which is a requirement.

If successful, applicants will receive an email confirming they have been selected to participate in SXSW London Startup competition, with the date and time slot of their Pitch Round. Successful applicants must also ensure their nominated Pitcher is available in person to pitch for both the Pitch Round (Wednesday 4th June 2025) and for the Grand Final (Thursday 5th June 2025). All finalists for the Grand Final will be announced at the end of the Pitch Rounds on Wednesday 5th June.

• Yes, semi-finalists will receive two (2) complimentary platinum passes for SXSW London 2025. At least one of these complimentary registrations must be assigned to the Pitcher presenting at the event.
• You will also get exclusive access to two workshops specifically geared to support startups in more hygiene operations for example a People Policy workshop and an onboarding process workshop. The workshops are yet to be confirmed and will be once we decide on the semi-finalists.

We value every potential participant no matter where you are along your journey. If you aren’t selected, we encourage you to attend SXSW London 2025 and/or apply again next year. All entrants will receive a special coupon to register for an industry badge to attend SXSW London 2025 at the early bird rate. Unsuccessful applicants may also be interested in showcasing their startup in Startup Village which is part of SXSW London Expo. Please contact partnerships@sxswlondon.com

• When a funder i.e. SXSW London Venture Fund, agrees to purchase shares in a company and provide equity funding but the shares are not issued immediately. The investor is pre-paying for their shares, with the areas only being issued when a “trigger event” takes place i.e. at the next official fundraise.
• The advantage for the startups is that you don’t have to pay interest on the funds received. Additionally, the funds do not need to be repaid as the investor will get equity in exchange for capital at the specified trigger event.

• Finalists and winners will be chosen by a board of judges based on key judging criteria.
• SXSW London Startup Advisory Board is made up of key industry leaders, experts and investors together with SXSW London team, who will screen each submission to ensure all key criteria are met and will decide who will move to the semi-finalists.

1. Innovation & Uniqueness: the uniqueness of the core concept – how novel and disruptive is the idea?
2. Market Potential: Size of the addressable market, growth potential and demand for the solution.
3. Business Viability & Scalability: Can the business scale or is the model scalable?
4. Technology & Feasibility: Strength of the underlying technology or science and feasibility of execution.
5. Team and Execution Capability: does the team have the experience, skills, and ability to execute?
6. Traction & Progress: Evidence of customer adoption, partnerships, revenue and other proof of progress.
7. Competitive Advantage: how defensible is the startup against competitors?
8. Financial Stability: clear revenue model, cash flow management and profitability path.
9. ESG & Other Ethical Consideration: does the startup align with sustainability, diversity and ethical standards?

• Each semi-finalist will have up to 3 minutes to present their idea, in front of the board and audience.
• Each finalist will have up to 3 minutes to present their idea, with an additional 3 minutes of Q&A by a panel of industry expert judges. These times will be strictly adhered to.

Each applicant can only have one (1) Pitcher presenting to the judges, unless there are extenuating circumstances. Please advise the SXSW London Startup Competition team of your requirements if you require more than one person on stage.

• Successful applicants should focus on showcasing their startup and its product/innovation/business and not mention details that could be construed as soliciting offers of investment from the judges or audience in their presentations and presentation materials.
• For example, you can say what stage you are at and are looking to fundraise to support the next stage of growth of the startup, but should not include detailed financial projections, offer of shares and terms of offering. Please reserve all conversations about fundraising to private one-on-one meetings with known accredited investors or the due diligence phase ahead of the presentations. By participating in SXSW London Startup Competition, you agree that SXSW London does not give investment or legal advice and that you are responsible for ensuring your compliance with applicable securities laws in your country and the United Kingdom.

• The applicant is solely responsible for protecting any intellectual property rights (patents, trademarks, copyright, trade secrets, etc.) in their submission. If you think you have intellectual property rights or you might want to patent your idea someday or you feel confidential information may be compromised, it is strongly recommended that you consult a lawyer before disclosing this information in your submission.
• By submitting a submission, you acknowledge that applying for SXSW London Startup Competition could result in disclosure of your intellectual property if such information is included in your submission.
• SXSW London is not in a position to protect or advise you on your intellectual property rights and does not take any responsibility for doing so. Additionally, SXSW London does not require non-disclosure agreements or other confidentiality obligations from anyone involved in the SXSW London Startup Competition process.

Unfortunately, no refunds are available for submitted submissions. If you register to attend before being notified by SXSW London of your status as a semi-finalist at SXSW London Startup Competition, you will not be eligible for a refund of that ticket, however you can transfer to another person if your submission is subsequently successful. Please contact startups@sxswlondon.com further information.

Yes. The showcase curator will receive £150 plus 1 x SXSW London Music Badge.

Yes, SXSW London will pay bands will receive £350 (for a group of 3 or more performers) or £150 (for solo/duo). They will also receive 1 x SXSW London Music Badge per artist/group, along with individual artist passes.

Some may not and the team will confirm if your application is successful.

As part of the SXSW London Conference we’re hosting talks on music. It’s one of our 23 Conference Tracks. To find out how to speak, head to the Apply to Talk section on our website.

SXSW London does not cover artist travel or accommodation expenses.

Submission are free until November 21st, after which an admin fee of £15 will be charged.
If this creates a barrier to your application, please email us here.

Yes, SXSW London: Official SXSW Showcasing Artists are welcome to perform at other UK or international showcase festivals and events. However, we ask that they do not play any other London shows or unofficial SXSW London showcases the week of the festival without written agreement from the SXSW London Music team. If another show is booked already or opportunity comes, we ask you to contact us to discuss it.”

The SXSW Music Festival programming staff review and evaluate the submissions according to originality, technical ability, songwriting skills, career trajectory and overall artistry. A jury of independent international music industry professionals, with a wide variety of genre specialisms, will also review and score submissions. All submissions are scored on the quality of the music, and readiness to showcase internationally. Every application is listened to and evaluated by multiple parties. As a large number of applications is expected, it won’t be possible to invite and accommodate every great act who applies.

Opportunities for artists, creatives and professionals won’t stop at showcasing. The SXSW London Music Festival and Conference offer panels, parties, mentoring sessions and massive networking opportunities throughout the week.

Unfortunately, due to the volume of applicants, we’re unable to offer individual feedback. However, general online feedback sessions are planned for Spring 2025.

Applicants must be 16+, however they may be required to attend with someone over the age of 18, dependant on venue restrictions and licensing.

As part of the SXSW London Conference we’re hosting talks on Film & TV. It’s one of our 23 Conference Tracks. To find out how to speak, head to the Apply to Talk section on our website for details.

You can enter as many films as you like, each entry requires a separate submission form, fee and separate upload.

Yes, projects must have been completed after 1 December 2023, and should not have been publicly screened, broadcast, or distributed in London prior to the Festival 2025.

We welcome films from across the world. If the original language of any dialogue or text featured in the film is not English, the preview and screening copy must be subtitled in English, unless this is at variance with the filmmaker’s intention.

We accept rough cuts, or work-in-progress submissions. If submitting a WIP, please detail what elements of your submission are incomplete and when the project is expected to be completed. The SXSW London Programming Team will only be able to watch one version of your project.

Yes. There are no restrictions on the premiere status of the music video. It may have premiered online prior to the festival.

Projects must be the official music video for the song by that artist. The artist and / or label must have approved its creation.

All submitted films will be notified of selection in advance of the festival via email.

Unfortunately due to the volume of submissions we receive, we’re unable to provide individual feedback on submissions.