Adem is Head of Music at SXSW London, where he leads the music strategy and programming for the festival’s European edition. Following a successful inaugural year that welcomed over 30,000 attendees, he is now shaping the 2026 programme, featuring artists including Pete Tong, Tiwa Savage, Earl Sweatshirt and ODUMODUBLVCK, alongside a global network of co-curated showcases spotlighting emerging scenes. His first edition brought together a wide range of artists including TEMS, Erykah Badu, Mabel, Sasha Keable, NAO, Valiant, Alice Glass, MONO and The K’s, establishing SXSW London as a platform for discovery and international exchange.
Previously, Adem was Head of Contemporary Music at Southbank Centre, where he curated and delivered over 150 shows annually, including the iconic Meltdown Festival. His programmes featured major artists such as Stormzy, Brian Eno, Chaka Khan, Max Richter and Honey Dijon. As Music Curator at Horniman Museum & Gardens, he created and led 696, an award-winning festival celebrating Black British music. At Arts Council England, he led the Supporting Grassroots Live Music Fund for London, a critical pandemic-era intervention that helped sustain 135 venues.
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