Cutting Edge Creative R&D

Audience of the Future Live – showcasing research and innovation excellence in the UK’s creative industries.

Audience of the Future Live

Audience of the Future Live brings together creative businesses, researchers and technology experts and is supported by UK Research & Innovation. It features a programme of activities, live and virtual events, showcasing the Research & Development supported by the UK government’s Audience of the Future and Creative Industries Clusters programmes.

Audience of the Future Live @ SXSW

13 – 15 March 2022

The Audience of the Future Live programme at SXSW 2022 runs from 13 – 15 March 2022, featuring Research & Development projects supported by UK Research and Innovation (UKRI). The schedule features a series of in-depth workshops and demos exploring ground-breaking projects and creative technologies, as well as networking events and showcases co-hosted with Arts Council England’s Future Art & Culture, UNBOXED and the Department for International Trade.

Anyone registered to attend SXSW 2022, which runs from 11 – 20 March in Austin, Texas, can access the Audience of the Future Live programme.

Find out more: Audience of the Future Live @ SXSW 2022



Events programme


Showcasing cutting-edge R&D projects and addressing essential creative industry topics, don’t miss events past, present and future – including UK House in March 2022 and SXSW 2022 (subscribe for updates). Sign up to the Audience of the Future newsletter for the latest on all upcoming events

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Read the latest stories coming out of the Audience of the Future Challenge programme. To find out first sign up for the monthly newsletter.

16 Mar 2021

Watch: Creative Resilience in a Time of Crisis

Running alongside this year’s SXSW online, UK House celebrates the best of UK advertising, art, immersive technology, music and innovation. Hear from the creators behind cutting-edge projects from the Audience of the Future programme.

8 Mar 2021

Celebrating Women in the UK Creative Industries @ UK House

Next week’s UK House (16 -19 March), running alongside SXSW, showcases the best of UK advertising, art, tech, immersive technology, music and innovation. But there wouldn’t be such a celebration without so many strong, inspirational and influential women within the

23 Feb 2021

Royal Shakespeare Company Opens ‘Dream’

Live performance and gaming technology come together for Dream, an Audience of the Future Demonstrator project from the Royal Shakespeare Company, combining live performance and gaming technology.


The Audience of the Future challenge has invested in a Demonstrator Programme of immersive experiences, covering four main entertainment sectors: e-sports and gaming, performance, moving image, and visitor experience. The Programme was due to finish in 2020 but due to the disruption caused by Covid-19 has been extended until the end of 2021.


An AI-driven, mixed reality platform that uses live and historic data to create meaningful and personalised mixed-reality experiences for Esports fans.


Dinosaurs and Robots

First-of-its-kind mixed reality group experiences bring dinosaurs and robots to life through a combination of storytelling and cutting-edge technology.


Wallace & Gromit: The Big Fix Up

Combining augmented and mixed reality, The Big Fix Up, is an all-new epic adventure where users will be able to experience and interact with the story as it unfolds over time.



A new Shakespeare experience and interpretation of A Midsummer Night’s Dream that explores how audiences can experience and interact with live performance remotely.


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