Cultural festival SXSW London has appointed creative agency group Mother Family as its official youth engagement partner ahead of its inaugural European event.

The move will see the agency deliver content prior to SXSW London kicking off on 2 June, promoting its music offering to a young audience.

The partnership will also include a series of events, the SXSW Sessions, set to be held at Mother’s Shoreditch offices, specifically designed to inspire and engage young individuals.

“SXSW London is all about providing a vibrant platform to showcase dynamic voices, to build the future of creativity. This partnership with the Mother Family will help us connect to and inspire the next generation of talent,” said Randal Bryan, SXSW London MD.

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“It’s our first year in the capital, and we’re committed to leaving a lasting creative footprint, empowering young people through incredible experiences that’ll encourage them to step foot into creative industries headfirst.”

The events will be run in collaboration with The ADcademy, Brixton Finishing School’s national free programme, and will aim to deliver practical support to NEET talents.

Mother MD, Katie Elliott said: “This partnership builds on our aim to Make Our Children Proud, ensuring that creative industries are accessible and inspiring to new generations.

“Shoreditch has been our home for nearly 20 years, and we couldn’t be more proud to be supporting The Finishing School Foundation by opening our doors to curiously-minded young people, making our home a hub for youth engagement,” she added.