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We’ve teamed up with British Underground to present the Future Art and Culture programme at this year’s South by Southwest Interactive Festival in Austin, Texas. Presenting work that expands the boundaries of art and technology, the programme celebrates England’s continued role as a world leader in innovation, 30 years on from the invention of the World Wide Web by British tech pioneer Sir Tim Berners-Lee.

Future Art and Culture will feature immersive virtual and mixed reality experiences from the Royal Shakespeare Company, BBC VR Hub, Andy Serkis’ Imaginarium Studios and US immersive innovators Magic Leap.  Alongside them will be a host of other events including a live coded electronic music showcase, a public art installation using smart city technology by Naho Matsuda, and panel discussions on the future of arts and technology with participants including Google Creative Lab and Zombies, Run!.

Francis Runacres, Executive Director, Enterprise and Innovation at Arts Council England said, “England is one of the world leaders in immersive art and technology, with a thriving digital sector, internationally renowned creative industries and an incredibly rich cultural heritage.  This showcase demonstrates how English arts organisations and technologists are developing ground-breaking new forms of creativity, and we’re delighted to partner with British Underground to bring it to South by Southwest.”

About Future Art and Culture

Now in its second year, Future Art and Culture puts English arts and technology at the heart of one of the world’s most prestigious cultural festivals.  By displaying an ambitious and diverse selection of the cultural sector’s most innovative work, the showcase helps to raise the international profile of England as a world leader in arts, culture and emerging technology, generating opportunities for international funding, exchange and commissions.

“With a diverse and imaginative range of installations, immersive presentations and discussions headlining this second edition of Future Art and Culture at SXSW Interactive, Arts Council England and British Underground demonstrate how England leads the world in the presentation of cultural and artistic content in the digital space,” said Crispin Parry, CEO of British Underground.

Programme highlights

How Books Are Fighting Back in the Digital Age
A panel featuring Kate Pullinger (Bath Spa University), Akala (writer/performer), Tea Uglow (Google Creative Lab) and Erin Roberts (Zombies, Run!) examining how books are reimagining storytelling in the era of digital technology. 

Art and Innovation Lab
The British Music Embassy@Latitude 30 will host immersive experiences developed through a collaboration between the Royal Shakespeare Company, Andy Serkis’ Imaginarium Studios and US augmented reality start-up Magic Leap. 

Dancing to Algorithms: How to Algorave
Alexandra Cardena, Antonio Roberts, Joanne Armitage and Shelly Knotts discuss Algorave, a global electronic music movement that sees musicians and coders creating music using algorithms. 

Nothing to be Written
A World War I virtual reality experience from 59 Productions, BBC VR Hub and composer Anna Meredith.

Immersive Showcase and Market
A marketplace and pitching session for immersive content and technology, alongside Art and Innovation Lab demos and a networking reception.

Lush Presents Algorave: Live Coding Party
Following the panel discussion, the live Algorave makes its SXSW debut.

The Art of Failure: Driving Creative Innovation
A panel featuring Francis Runacres (Arts Council) Sarah Ells (Royal Shakespeare Company), Dan Tucker (Sheffield DocFest), and Naho Matsuda (artist behind Every Thing Every Time), looking at the constructive role failure plays in creative innovation.