The Future Creative Economy

UK House at South by Southwest is set to be the most exciting yet. See UK creative expression at it’s finest: building bridges between the real and digital worlds, using the best of both to build out the future in incredible ways that engage and grow audiences wherever they are.

transformation in how we share ideas.

Rosamund O’Neill North America Sector Director of Creative, Media and Sports Economy

Imagine the first printing press. That printed paper augmented the oral traditions that came before it, heralding a new human era. Over four hundred years later, bits and bytes shared over a decentralized computer system ushered in another radical

Does it really matter whether you read this forward online, through our pocketfriendly booklet, or hear by word-of-mouth that the UK boasts the best collection of companies and innovations at SXSW each year? Simply put, is the medium still the message? This is a question at the heart of our postpandemic crossroads. From this intersection, we see the silhouette of the future creative economy begin to emerge.

We now – or soon will – meet in the teeming streets of Austin. The UK comes to South by Southwest to join a global community of thinkers, innovators and dreamers. Here, we also pull into the real-time world some of those relationships that began at a distance, virtually. How can we build robust, intuitive connective tissue between these overlapping worlds? Can we move seamlessly between them while still retaining – or even creating – authentic meaning and connection? What is lost and what is gained as we move from one well-understood technology like Web 2.0, to the Web 3.0 landscape? What comes next?

The companies that have successfully joined this mission represent the very best of UK creativity and innovation. This is the bedrock of UK business excellence: the ability to deliver imagination and innovation tailored to the needs of diverse global markets. They make the onramp to the metaverse easy and achievable. They use generative AI, machine learning, and good old-fashioned characters and storytelling to engage customers in ways that build brand loyalty and spark delight. They create live experiences and spatial art that seamlessly blends augmented and physical worlds. Let them help you demystify the metaverse, build fans and brands, and bridge digital landscapes with the real one we cherish most.