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Schedule

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➔Tuesday 16 March

➔Wednesday 17 March

➔Thursday 18 March

➔Friday 19 March

Please note: All times are in GMT.

Tuesday 16 March

Arts Council Audience of the Future Live (UKRI)British Council

20:00 – 21:00 / UK House Stage

UK House VR Opening Event

Join us as we open the doors for the inaugural launch of UK House during SXSW. Opening the UK House and as part of the official SXSW schedule, this live experiential VR event on Tuesday 16 March features a world-first 3D virtual music showcase, with tuba maestro and SXSW music artist Theon Cross.

Open to SXSW ticket-holders to attend via VR Chat, the event will also be live-streamed to the UK House for viewing.

The event will showcase the first ever motion capture tuba player avatar performance, exploring the merging of music and immersive technology. Devised by British Underground, the avatar was designed and built by FKB in association with Arts Council England’s Future Art and Culture and UK Research and Innovation’s Audience of the Future programme.

Instructions on how to join the event in VR Chat

Prof Andrew Chitty, Challenge Director , UKRI

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James Barlow, Founder, FKB

Owen Hopkin, Director, Audience Insight and Innovation, Arts Council England

Theon Cross, Tuba Player and Composer

Wednesday 17 March

Arts Council British Council British UndergroundFuture Art and Culture Programme

09:00 – 10:20 / UK House Stage

Dream and the Future of Live Performance

LUKE RITCHIE | PHILHARMONIA ORCHESTRA | HEAD OF INNOVATION & PARTNERSHIPS
MERIKO BOROGOVE | TECHNOLOGIST, PHOTOGRAPHER, AND ADVISOR OF TEAMS WHO PUSH ENGINEERING BOUNDARIES IN THE SERVICE OF ART AND JUSTICE
CLARE REDDINGTON | WATERSHED | CEO
ALEX ROWSE | PUNCHDRUNK | SENIOR PRODUCER
ROBIN MCNICHOLAS | MARSHMALLOW LASER FEAST | CREATIVE DIRECTOR

This panel is taking the opportunity to talk about technology in the future of live performance. Discussing the current Audience of the Future project Dream, and other work which is exploring this with a panel that has spearheaded multi-disciplinary approaches and collaborations. Join this range of practitioners to discuss their work and ideas on the future of live performance.


Arts Council British UndergroundFuture Art and Culture Programme

10:20 – 10:40 / UK House Stage

Making of Current, Rising

SIMON REVELEY | FIGMENT PRODUCTIONS | CEO
ANNETTE MEES | ROYAL OPERA HOUSE | HEAD OF AUDIENCE LABS

Discover more about Current, Rising is a 15-minute hyper reality opera experience, combining virtual reality with a multi-sensory set, inviting audiences to step into a bespoke ‘Opera Tardis’ and experience a dream-like journey carried musically by a poem layered in song. Developed by a female-led creative team, Current, Rising is a timely experiment blending historic stagecraft, artistic excellence and cutting-edge technology, turning the notion of what it means to go to the opera on its head. You can view the walk-through experience here

Arts Council British Council Future Art and Culture Programme

10:40 – 11:00 / UK House Stage

Spotlight Japan

MAURICE JONES | MUTEK.JP | ARTISTIC & COMMUNICATIONS DIRECTOR

This spotlight session with Maurice Jones, Artistic & Communications Director from MUTEK Japan will offer valuable insights into the Japanese arts, music, and technology sector. Looking at the key opportunities for connecting and collaborating with the Japan sector through artists, creative producers, and technologists.
Presented by Arts Council England and British Underground Future Art and Culture in Partnership with British Council

Arts Council British UndergroundFuture Art and Culture Programme

11:00 – 12:00 / UK House Stage

Blowing off Steam : Festival UK* 2022 – An Experiment in Creativity

SAM HUNT | FESTIVAL UK* 2022, | PROGRAMME DIRECTOR
ELLE OSILI-WOOD | TELEVISION PRESENTER AND JOURNALIST, SPECIALISING IN ARTS, ENTERTAINMENT, AND VIDEO GAMES.
PAT KANE | WRITER, MUSICIAN, FUTURIST AND ACTIVIST – AUTHOR OF THE PLAY ETHIC,CURATOR OF FUTUREFEST, AND ONE HALF OF HUE AND CRY
NWANDO EBIZIE

A session discussion exploring how 500 creatives drawn from across the worlds of Science, Technology, Engineering, Arts and Mathematics were brought together to imagine and design Open, Original and Optimistic concepts that will reach millions and the role of creativity in people’s lives and policy development.

Arts Council British UndergroundDigital CatapultFuture Art and Culture Programme

12:00 – 13:00 / UK House Stage

Creative XR: 60 Prototypes On

The CreativeXR accelerator programme was launched in 2017 with the goal of supporting early stage XR projects and helping them navigate and raise funding in the fragmented and ever-changing XR financing ecosystem. In this panel, we will hear from creators from all three cohorts of CreativeXR, discuss their development processes, explore what future projects might need in order to finish and distribute successfully, and reflect on how the immersive UK landscape has changed since CreativeXR was launched.

Arts Council British UndergroundFuture Art and Culture Programme

14:15 – 15:15 / UK House Stage

Immersive Exchange: Collaborating on XR Projects Across Borders presented by Storyfutures Academy

REBECCA GREGORY-CLARKE | STORYFUTURES ACADEMY AND NFTS | HEAD OF IMMERSIVE
NATHALIE CLERMONT | CANADA MEDIA FUND | VP PROGRAMS AND BUSINESS DEVELOPMENT
ANTOINE CAYROL | PRODUCER, ATLAS V
SANDRA RODRIGUEZ, | VISITING LECTURER MIT, MEMBER OF UCIE COHORT 2020-21 | DIRECTOR/PRODUCER
PERSIS JADÉ MARAVALA | MEMBER OF UCIE COHORT 2020-21 | ARTISTIC DIRECTOR ZU-UK

International collaborations on immersive media projects can bring huge advantages to creators piecing together the best talent, and the most viable funding options. But it can also be hugely challenging to work across borders, particularly during a pandemic. Following the successful launch of the inaugural UK-Canada Immersive Exchange, this panel will talk about what we have learned so far about international XR co-productions, and why it’s so important for the future of the industry.

UKAEGDepartment for International Trade

15:00 – 15:25 / Spaces

Business Lessons from Ronald Reagan

AMY WILLIAMS | GOOD-LOOP | FOUNDER

A workshop where we consider how we can all use this new-found superpower to collaborate, share ideas and lift each other up.

UKAEGDepartment for International Trade

15:30 – 16:00 / UK House Stage

New World, New Audience

JOEL MISHCON | CHROME PRODUCTIONS | FOUNDER AND CEO
KIM-LEIGH PONTIN | NEXUS | CREATIVE DIRECTOR
MATTHEW DUHIG | FX DIGITAL | CO-FOUNDER AND TECHNICAL DIRECTOR
AISLING CONLON | UKAEG | MARKETING MANAGER

With the global pandemic forcing most of us to stay at home during the last year, society has taken root in the world wide web and our lives are more dependent on digital media than ever before.
We have all heard the term new normal but is there is a sense then that we have actually been writing a new future? This session will use examples of how audience behaviour has changed and the opportunities this is opening up to create new ways to reach, connect and engage with people.

UKAEGDepartment for International Trade

16:00 – 16:30 / UK House Stage

The Rise of the Creator Economy and the Abdication of Brand Control

ZAID AL-ZAIDY | THE BEYOND COLLECTIVE | GROUP CEO
OLIVER YONCHEV | SOCIAL CHAIN | US MANAGING DIRECTOR,
JIDÉ MADUAKO, | YOKE NETWORK | CEO
GEORGE JAMES | BE-HOOKD DIGITAL | FOUNDER & CEO

Brands HAVE to play in social at a time when it’s arguably most risky and dangerous for them to do so. Puts pressure on brands to get their house in order. And to work out how to navigate a minefield of matters ranging from D&I / BLM, to ethical and green matters, to questions around politics, democracy and freedom of speech etc. etc. with the fear of getting it wrong, being caught out and cancel culture. Not the controlled environments brands are used to. Classical brand production values’ have taken a backseat in Covid.
This session will discuss is it creator first, brand advertiser second and what that means for brands going forward.

UKAEGDepartment for International Trade

16:30 – 16:55 / Spaces

How Connected Packaging Will Accelerate Sustainability

Workshop led by Gabi Coroa Head Of Sustainable Projects at EIE and Orlando Wood, System1.

UKAEGDepartment for International Trade

16:30 – 17:00 / UK House Stage

Joe White in Conversation with Engineered Arts & Mesmer the Entertainment Robot

UK Tech Envoy to the US, Joe White, joins DIT to kick-off the UK House with Will Jackson, founder of Engineered Arts. 
Joe, Will, and Mesmer the robot will explore the role of entertainment and performance in designing the most advanced humanoid robots that can mimic living and historical characters. From a single character to a software platform that can enable an army of robots – what’s next for applications of AI, facial recognition, and natural language processing in an almost human form? 

UKAEGDepartment for International Trade

17:00 – 17:25 / Spaces

Swipe Right for Creativity / Big Brand Seeks Irresistible Minds for a Lasting Relationship

VICTOR LEBON | ICP | CHIEF INNOVATION & STRATEGY OFFICER
MICHAEL WEEMAN | DIGITAL COMMERCE, MARKETING, AND TECHNOLOGY EXECUTIVE

Today’s most meaningful marketing moments are not happening at the Super Bowl; they’re happening on your phone. Consumers are scrolling, swiping and clicking on creative work that opens up a brand experience… and then asks for the order. Ecommerce is part of every digital experience, and it’s more powerful, emotional and exciting than you’ve ever dreamed.   
In this interactive Masterclass, Victor Lebon will lead a discussion with Becky Caldwell and Michael Weeman, marketers with experience working on the world’s most powerful brands, to share how Ecommerce is revolutionising business and opening exciting new opportunities for creativity, invention and inspiration.
Presented by UKAEG

UKAEGDepartment for International Trade

17:00 – 17:25 / UK House Stage

Enter the Metaverse

DANIEL CHEETHAM | HAPPY FINISH | CHIEF INNOVATION OFFICER
SOL ROGERS | REWIND | CEO AND FOUNDER
TRACEY MCGARRIGAN | POLYSTREAM | CMO
NIALL THOMPSON | DANDELION + BURDOCK | MANAGING DIRECTOR

The pandemic, with its requirements of physical distancing has brought people into online digital environments for a growing range of shared human experiences. The Metaverse is arguably as big a shift in online communication as the telephone or internet.
This session will discuss why the Metaverse is the new buzz word. Showcasing how brands have embraced the metaverse to engage with consumers and what creative possibilities that opens up for brands going forward.
Presented by UKAEG

UKAEGDepartment for International Trade

17:25 – 17:55 / UK House Stage

The Power of Blurring the Online and Physical Worlds            

KATIE DEIGHTON | WALL ST. JOURNAL | REPORTER
VERTA MALONEY | *GAMERHERS | CO-FOUNDER AND THE CHIEF COMMUNITY OFFICER
MARTIN BEVERLEY | ADAM&EVEDDB. | CHIEF STRATEGY OFFICER
ADAM WHYTE | EDGE | CEO

Brands are starting to realise the power of gaming and virtual worlds as a media channel of the future. Looking at what brands such as Adidas have done with GMR (in sole technology that counts towards your progress virtually in FIFA), FIFA’s #ElTornado campaign which put a new move in the game that was then adopted by the real world (it’s usually the other way around) and PlayStation 5’s launch ads which focused on the virtual world mirroring real-life thanks to adaptive triggers and haptic feedback – blurring online and physical worlds has never been more possible nor more powerful. In this proposed panel session, we will discuss how hyperreality can be used effectively in marketing through gaming and beyond.
Speakers to be announced shortly.

UKAEGDepartment for International Trade

17:55 – 18:25 / UK House Stage

Rebuilding Connections: How Neuroscience Will Help Brands Pay Back the Experience Debt after COVID-19

NEIL DAVIDSON | HEYHUMAN / HEYLAB | CEO
AOIFE MCGUINNESS | HEYHUMAN / HEYLAB | NEUROSCIENCE CONSULTANT

Join SXSW fan favourites HeyHuman as they explain the role for brands in shaping a human-led approach in a world after COVID-19 and how neuroscience insight and research techniques can help unlock true human connection.

UKAEGDepartment for International Trade

18:25 – 18;55 / UK House Stage

The 4ps For Your Brand – Profit, People, Planet and Purpose

JANE ASSCHER | 23RED | FOUNDING PARTNER AND CEO
CHARLOTTE WALSH | DIGITAL DETOX | CO-FOUNDER
AMY WILLIAMS | GOOD-LOOP | FOUNDER
AISLING CONLON | UKAEG | MARKETING MANAGER

We have heard a lot that this year has been unlike no other for brands, and we have seen a shift in consumer behaviour that has been accelerated due to Covid-19. Consumers are increasingly aware of their role in driving change and are keen to live sustainably.
You have probably heard about the concept of the 4Ps in one way or another. For over 60 years, the concept of price, place, product and promotion has helped marketeers. 
To be future fit can organisations rely on only the traditional tool kit or is it time to implement a new foundation that can serve as a guiding principle addressing the importance of Planet, Purpose, People and Profit. 

UKAEGDepartment for International Trade

19:25 – 19:55 / UK House Stage

See Me, Smell Me, Touch Me, Hear Me

GARETH DEAKIN | AI MUSIC | HEAD OF BUSINESS DEVELOPMENT AND MARKETING
CHARLOTTE MIKKELBORG | PICTURE THIS PRODUCTIONS | DIRECTOR/PRODUCER
EMANUELA MAGGIONI | OWIDGETS | CEO & CO-FOUNDER

We have five senses – sight, hearing, touch, smell, and taste – and yet traditional entertainment has focused almost exclusively on the audio-visual. The director/creator of interactive, multisensory, VR experience ‘Fly’, and new multisensory AR game ‘Tudors Augmented’ comes together with award-winning multisensory artists and psychological and neuroscientific researchers to explore the power of stories that truly immerse all of our senses and how these experiences can promote social inclusion in the ‘new normal’.

UKAEGDepartment for International Trade

19:55 – 20:20 / UK House Stage

The Future of Storytelling

ANNA FOGG | THE MILL | STRATEGY DIRECTOR
NEIL HENDERSON | ST. LUKE’S

Stories of the past have been carved, painted and printed. Today, they are whispered through earbuds, watched through screens and available to download. Over the last 12 months we have needed to be physically distanced. However, we still have a strong human need to be socially, and emotionally, connected. Stories have a unique ability to help us overcome isolation, to bridge divides, and to make us feel part of something bigger than ourselves. Never has that been more important than the past couple of months.
In this session we will discuss how brands stories have changed, current trends and how to be better prepared for future strategies. 

UKAEGDepartment for International Trade

20:50 – 21:20 / UK House Stage

Using Technology to Unlock Opportunities and Revenue Streams in the Music Industry

CHANTAL EPP | CLICKNCLEAR | FOUNDER & CEO
MARK BAMFORD | VIKTRS | FOUNDER & CEO
PASCAL DU MUL | EXIT LIVE | CEO
CASANDRA STRAUSS | BPI | SENIOR SPECIAL PROJECTS MANAGER

The music industry has undergone a radical transformation in the past decade and is innovating at a rapid pace. The music industry is now more open than ever to innovation and working with tech startups that can help unlock incremental value.
Two core areas of growth include new platforms that capture the imagination of new audiences and work to deepen the fan-artist relationships; and companies that can help generate new revenue streams. In this session, three British startups present the opportunities for growth they’ve identified – and talk about how their business models fill gaps and can make a difference in the music space.

Thursday 18 March

Audience of the Future Live (UKRI)

13:30 – 14:30 / Spaces

Meet the Researchers (1)

Meet and find out more about the researchers and their R&D projects that are being showcased at the Audience of the Future Live Poster Exhibition.

Dora Filipovic, University of Surrey

Imo Kaufman, PhD Student, University of Nottingham

Richard Hemming, Doctoral Researcher, Storyfutures, Royal Holloway, University of London

Dr Shama Rahman, R&D Project Lead , Away To Mars

Audience of the Future Live (UKRI)

13:30 – 14:00 / UK House Stage

Creative Resilience in a Time of Crisis

The year 2020 seemed to hold so much promise, but things didn’t quite turn out the way everyone was expecting. Across the Creative Industries the best laid plans were undone by Covid-19. For the UK’s brilliant creators, makers, producers and researchers the immediate impact was immense.
This is the story, narrated by HAM The Illustrator, of some of the projects supported by Audience of the Future and Creative Industries Clusters Programme as they faced these challenges using art, technology, passion and creativity.

HAM The Illustrator, Digital Artist and Illustrator of Munkination

Audience of the Future Live (UKRI)

14:15 – 14:30 / UK House Stage

Welcome: AotF Live @ UK House

Welcome: AotF Live @ UK House

Prof Andrew Chitty, Challenge Director , UKRI

Audience of the Future Live (UKRI)

14:30 – 15:15 / UK House Stage

The Special Relationship: In an Era of Global Innovation

This session will explore how world class innovation propositions can be developed with international partners. Drawing on case studies of what has been learnt from collaborations between the Creative Industries Clusters and Discovery and StoryFutures’ ongoing work with Canadian partners developing a new immersive talent pipeline.

Greg Reed, Vice President of Technology Partnerships & Innovation, Universal Pictures

Prof James Bennett, Director, StoryFutures

Mark Leaver, Independent Consultant

Rebecca Gregory-Clarke, Head of Immersive, NFTS and StoryFutures Academy

Simon Downing, SVP Channel Head Factual and Sport, Discovery

Audience of the Future Live (UKRI)

14:45 – 15.45 / Spaces

Meet the Makers (1)

Meet and find out more about the creatives and their R&D projects that are being showcased at Audience of the Future Live Showcase.

Dr Alastair Barrow, CEO , Generic Robotics

Denise E. White, Founder and CEO, SPATIALx

Prof Marian Ursu, Director, Digital Creativity Labs, University of York

Yassmine Najime, Producer and Head of Development, Painting Practice Ltd

Audience of the Future Live (UKRI)

15:15 – 15:50 / UK House Stage

The Special Relationship – Q&A

Greg Reed, Vice President of Technology Partnerships & Innovation, Universal Pictures

Prof James Bennett, Director, StoryFutures

Mark Leaver, Independent Consultant

Rebecca Gregory-Clarke, Head of Immersive, NFTS and StoryFutures Academy

Simon Downing, SVP Channel Head Factual and Sport, Discovery

Audience of the Future Live (UKRI)

15:50 – 16:20 / UK House Stage

Audience Research: Landscape of a Pandemic

COVID-19 affected every aspect of our lives. This session explores how lockdown impacted on audience engagement across the Creative Industries with a presentation of key research insights from a spread of sector representatives, followed by the opportunity for deeper analysis in the panel session.

Anne Torreggiani, CEO, The Audience Agency

Prof Chris Speed, Director of Creative Informatics, Creative Informatics, University of Edinburgh

Fran Sanderson, Director of Arts Programmes & Investments, Nesta

Gee Davy, Chief Operating Officer, Association of Independent Music (AIM)

Jeremy Jackson, Games Market Analyst , Newzoo

Prof Jonny Freeman, Professor of Psychology, Goldsmiths, University of London

Leah Kurta, Innovation Lead, i2 Media Research Limited

Luca Chiovato, Esports Market Analyst, Newzoo

Neelay Patel, CEO, Digital Theatre

Remer Rietkerk, Head of Esports, Newzoo

Simon Wheeler, Global Director Of Commercial Strategy, Beggars Group

Audience of the Future Live (UKRI)

17:20 – 17:35 / UK House Stage

Creative Divergence: Tour of the Frontiers

As necessity drives forward invention, the last 12 months delivered some extraordinary creative responses. This session provides a tour of the best of this work, from the worlds of gaming, theatre, VR, music, film, TV and visitor experiences, from the UK and beyond.

Jung-In Jung, Research and Development Fellow in Interactive Engagement, InGame

Lynda Clark, Research and Development Fellow in Narrative and Play, InGAME

Audience of the Future Live (UKRI)

17:35 – 18:20 / UK House Stage

Out of the Chaos into the Fire

What have we learnt from the breadth and depth of creative output from the pandemic and how do we ensure that the best of this innovation is retained as we enter the next phase of the pandemic?

Conor Roche, Associate Director, BOP Consulting

Dr Florian Block, R&D Director, Weavr Demonstrator

Hasraf Dullul, Co-Founder, Hazfilm Ltd

Jessica Driscoll, Head of Technology, Immersive, Digital Catapult

Sarah Ellis, Director of Digital Development, Royal Shakespeare Company

Audience of the Future Live (UKRI)

18:50 – 19:15 / UK House Stage

Deep Dive: FRAMERATE

This session takes an in-depth look at FRAMERATE. Created from thousands of daily 3D scans and hundreds of billions of precisely measured points the work observes change on a spatial and temporal scale impossible to see with the human eye or the lens of traditional cameras. This session is supported by White Light | SmartStage Studio.

Prof Andrew Chitty, Challenge Director , UKRI

Matthew Shaw, Co-Founder, ScanLAB Projects

Audience of the Future Live (UKRI)

19:15 – 20:00 / UK House Stage

Immersive Arcade: The Showcase

Join renowned immersive producers and the team behind the new Immersive Arcade: The Showcase, the first national collection of the best of British immersive experiences. The showcase reimagines these celebrated productions, providing an opportunity to look back at groundbreaking immersive content.

Charlotte Mikkelborg, Director of Immersive, Picture This Productions and MoCo FX

Darren Emerson, Co-founder, East City Film

David Rosenberg, Artistic Director , Darkfield

Glen Neath, Artistic Director, Darkfield

Jessica Driscoll, Head of Technology, Immersive, Digital Catapult

René Pinnell, Founder and Designer , Artizen

Audience of the Future Live (UKRI)CreaTech

20:25 – 21:25 / UK House Stage

CreaTech UK: A Defining Time for CreaTech

CreaTech is where creativity meets technology. It brings together creative skills and emerging technologies to create new ways of engaging audiences and to inspire business growth and investment. This session discusses the latest CreaTech insights from the Creative Industries Council and Tech Nation, and asks the question – has the pandemic been the defining period for CreaTech?

Prof Andrew Chitty, Challenge Director , UKRI

Glen Learmond, Data Scientist, Tech Nation

Janet Hull OBE, Director of Marketing Strategy, IPA

Sol Rogers, CEO, Rewind/ Chair, ImmerseUK, Rewind, Immerse UK

Friday 19 March

Audience of the Future Live (UKRI)

14:30 – 15:30 / Spaces

Meet the Makers (4)

Meet and find out more about the creatives and their R&D projects that are being showcased at Audience of the Future Live Showcase.

Cal Jepps, Senior Designer, City ID

Jason Hawthorne, Chief Product Officer, VU.CITY

Kate Wellham, Immersion Co-ordinator, Live Cinema UK

Audience of the Future Live (UKRI)

15:45 – 16:45 / Spaces

Meet the Researchers (2)

Meet and find out more about the researchers and their R&D projects that are being showcased at the Audience of the Future Live Poster Exhibition.

Dr James Rendell, Lecturer in Creative Industries, University of South Wales

Lydia Krystyna Czolacz, Graphic Designer, University of Huddersfield

Rob Eagle, PhD researcher, UWE Bristol

Simona Manni, University of York

Audience of the Future Live (UKRI)

16:00 – 17:00 / Spaces

Meet the Makers (5)

Meet and find out more about the creatives and their R&D projects that are being showcased at Audience of the Future Live Showcase.

Bruno Martelli, Artist & Virtual Realist, Gibson/Martelli

Davy McGuire, Director, Studio McGuire

Emma Cooper, Project Lead, Cooperative Innovations

Lawrence Chiles, Head of Digital Services, The National Gallery, London

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