The Mother Family Appointed SXSW London’s Youth Engagement Partner

With SXSW London less than two months away, the Mother Family has been announced as the official youth engagement partner for the inaugural European event.

The award-winning creative agency group will deliver content prior to the event, promoting SXSW London’s wristband music offering to a young audience.

The partnership will also include a series of events, SXSW Sessions, all held at Mother’s iconic Shoreditch home - at the heart of SXSW. The events, which will be held in partnership with The ADcademy, Brixton Finishing School’s national free programme, are specifically designed to inspire and engage young individuals. Additionally, Mother will host official content for SXSW during its week-long festival.

The sessions aim to raise funds and awareness of Brixton Finishing School’s charity The Finishing School Foundation, which delivers practical support to NEET talents, removing access barriers to the organisation’s free programmes.

Randal Bryan, managing director, SXSW London commented, “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. 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.”

Katie Elliott, managing director at Mother added, “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.”

Ally Owen, Brixton Finishing School said, “Our young people are in crisis, nearly one million are not in education, employment or training. Social mobility is at its lowest for half a century. We need to give the next generation of creative leaders a chance to break through. So I'm delighted that SXSW and the Mother Family are our partners and together we are delivering opportunities, experiences and hope."

A full schedule of events hosted at Mother will be released in the run up to SXSW London.