Secret Cinema’s Max Alexander appointed SXSW London CEO

Max Alexander has been appointed CEO of the inaugural South by Southwest (SXSW) London festival due to take place 2-7 June.

SXSW said Alexander will be responsible for business and brand strategy, and a key area of responsibility will be to grow the European edition of the festival as it develops into an annual cultural event celebrating the convergence of technology, art and business.

Over the past decade, Alexander has served as managing director of Andrew Lloyd Webber’s Really Useful Group and most recently as CEO of Secret Cinema.

SXSW said its inaugural London event is being put together by a team of experts in event management, cultural programming, and creative direction, and is anticipated to generate more than £75 million in direct economic benefits for London and the UK.

On joining SXSW London Alexander said, “It’s a privilege to work with an iconic brand as storied as SXSW and to bring it to the greatest city on Earth – London. SXSW breaks silos, enables and induces the mingling of diverse domains, skills, and experiences, ultimately making firsts happen. I’m excited to lead SXSW London into this next chapter and build a festival that resonates with audiences across Europe and beyond.”