Week-long ‘Olympics of the mind’ next summer will showcase cutting-edge film, gigs, talks and much more

Barack Obama, Johnny Cash, Matthew McConaughey, Elon Musk and Mark Zuckerburg have all taken a turn at addressing its crowds, but now the Texan culture and tech festival that likes to predict the future is to become a bona fide East Ender.

The European edition of South by Southwest has opened to ­applications from contributors and audiences around the world before its ­inaugural London event next summer.