London Art

Artists pull out of SXSW London for “artwashing” with Tony Blair, David Cameron and NATO appearances

Freya
June 4, 2025
5 Mins Read


A number of artists have pulled out of SXSW London in protest of appearances from Tony Blair, David Cameron and NATO.

The first UK edition of the festival kicked off in London this year, and will run from June 2 to 7 in Shoreditch. Headliners are Tems and Mabel, and Alice Glass, Heartworms, L’objectif  also appeared on the bill.

As well as live performances, the event also holds conferences and discussions, with the likes of Jane Goodall, Wyclef Jean and more scheduled to give talks.

Tony Blair (Photo by Jack Taylor/Getty Images for SXSW London)

While not publicly shared in advance, a leaked document showed that former Prime Ministers Tony Blair and David Cameron were listed on the SXSW London schedule, as well as Kate O’Brien, who works for NATO. Blair spoke on Monday (June 2) and held a discussion around AI and Government – saying that the country should embrace the technology as we “could have AI tutors” along with “AI nurses, AI doctors”.

Cameron spoke at the event yesterday (3), and centred his talk around healthcare and the future of medicine in the UK. He also drew attention to his late son’s battle with a rare genetic disease and his mother’s struggle with dementia – pushing for easier access to clinical trials and early genome sequencing.

Despite neither Cameron nor Blair being shared on the online SXSW London speaker line-up, sources have apparently said organisers were “keen” for their talks to go ahead.

Heartworms (2025), photo by Jamie Waters
Heartworms. Credit: Jamie Waters for NME

The move, however, has sparked backlash from many artists on the bill, and led to multiple backing out of the London event in protest.

Heartworms pulled out of her Saturday headline slot at Hoxton Hall, telling fans: “I won’t be performing at SXSW London this weekend for what I hope are fairly obvious reasons – I stand with those who have already done the same, and thank you to my team and label for their understanding.”

Sam Akpro, jasmine.4.t and LVRA all also cancelled their performances at the festival, with the latter accusing organisers of “artwashing”. “Whilst the music team were pulling together a diverse, ‘cool’ lineup, the conference team were booking speakers from multiple organisations deeply complicit in the current genocide of Palestinian people,” their statement read.

Akpro added: “I decided to take this gig in the faith that SXSW had cut ties with the US army and the defence contractor RTX which they have, but to no surprise they continue to deceive, and involve themselves with individuals who are complicit in the ongoing suffering in Palestine and beyond.

“SXSW is using us smaller and minority artists to push information and ideologies that I do not align myself with.”

“I urge and hope that many other artists can make the decision to pull out of this week’s festival.”

Jasmine 4.t meanwhile, told fans: “I believe the model which SXSW London has adopted to platform minority voices is untenable. Despite some constructive dialogue over several weeks with the music team, this has revealed deep structural failings within the business, resulting in my loss of trust in them as a feasible partner for minority artists.

“Given the huge reach of the festival and the huge marketing campaign to art-wash it, I urge minority artists and allies to boycott.”

Other artists to have backed out of the event include Sarra Wild, Tara Lily, and Saliah, while Leeds band Rat Party cancelled their entire event that was set to take place yesterday (3) and feature NSFW, Daskaran, Iyesha and Jone Of Arx.

“We’ve been made aware of new leaked information that indicates the festival will be going forward with panel talks involving the likes of Tony Blair (a known war criminal) and David Cameron,” Rat Party said.

“Not only is this highly deceptive, but indicative of the kinds of people/organisations SXSW are willing to platform. As a collective, we can no longer in good conscience participate in this act of art washing marginalised and PoC artists, and will be boycotting,” they wrote.

Sarra Wild has also urged other artists lined up for SXSW London to “drop out and fundraise the money or put on an event elsewhere… Don’t be lending your name to that shit if you can afford to.”

In a statement to NME, a SXSW London spokesperson addressed the controversy and said: “As one of the world’s largest festivals across tech, music and the creative industries, SXSW London​ respects everyone’s views and positions and aims to create an open, diverse space for debate and discussion.

“Across the breadth of the festival, with over 800 speakers, we have a broad range of global leaders spanning the technology and cultural industries, their inclusion does not represent an endorsement of any particular position or viewpoint.”

Last year, the US version of the festival, which is owned by a different company, saw a huge wave of boycotts too – this time due to sponsorship from the US Army and defence contractors participating in the festival.

Big names like Kneecap, Rachel Chinouriri, Lambrini Girls, Scowl and Gel were among those who dropped out of the festival in Texas and, in response, Texas governor Greg Abbott took to X saying: “Bands pull out of SXSW over U.S. Army Sponsorship. Bye. Don’t come back. Austin remains the HQ for the Army Futures Command. San Antonio is Military City USA. We are proud of the U.S. military in Texas. If you don’t like it, don’t come here.”

Organisers of the US SXSW, however, eventually released a statement saying that they “do not agree” with Abbott, adding that “we are an organisation that welcomes diverse viewpoints […] Music is the soul of SXSW, and it has long been our legacy. We fully respect the decision these artists made to exercise their right to free speech.”

Later, they went on to cut ties with the US Army and RTX, announcing the army would “not be sponsors” of the 2025 edition.





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