By Laura Kobylecky

Jane Nelson, the Texas Secretary of State, made her enthusiasm for London clear during a lively SXSW event in Austin titled London Calling: Where pioneering ideas meet business opportunities. The event focused on strengthening business, technology, and innovation connections between London, the UK, and Texas.

The event was co-hosted by Here East, an innovation campus originally developed for the London 2012 Olympics that now houses global tech companies, startups, academic institutions, and creative organizations. Also hosting the event was CELL (Creative Experience Lab London), which supports research and development across technology, creativity, and culture in live experience sectors. Featured partners included Wise and Oury Clark, organizations that help businesses operate internationally and expand between the US and UK markets.

A Texas welcome with London ambitions

There were microphone issues when Nelson began speaking, but she quickly adapted, drawing on her experience as a former school teacher to project her voice across the room. She broke the ice by leading the audience in a loud Texas-style “Yee-haw,” immediately energizing the crowd and setting a collaborative tone for the evening.

Nelson spoke about her long personal connection with London and emphasized the historical and cultural ties between the UK and the United States. She described SXSW as a place where entrepreneurs, innovators, investors, and creatives can meet and build partnerships that shape future industries.

Texas Secretary of State Jane Nelson speaks at the London Calling event during SXSW in Austin.

Innovation, media, and immersive technology

After Nelson’s speech, Justin Diener, Co-Founder and CEO of Synapse Virtual Productions, joined Dr. Lora Markova of Loughborough University London for a discussion about immersive technology, media, and the future of storytelling.

Diener explained how media production now combines filmmaking, game engines, software development, and communication technology, allowing audiences to experience content in more interactive and immersive ways. He noted that students entering these industries are increasingly learning multiple overlapping skills rather than specializing in just one field.

Dr. Markova discussed what she called the “spillover effect,” where innovation happens at the intersection of industries such as technology, education, media, and entertainment. She emphasized that the future of immersive experiences will be driven not just by technology, but by collaboration across industries.

Collaboration and global partnerships

As the event concluded, attendees continued networking and discussing business opportunities, partnerships, and new projects. The overall theme of the evening was collaboration — between London and Texas, between industries, and between technology and creativity.

The London Calling event demonstrated how global innovation ecosystems are becoming increasingly connected, with cities like London and Austin working together to build future industries through partnerships, investment, and shared ideas.

And, as the audience learned early in the evening, sometimes international collaboration begins with a simple Texas “Yee-haw.”

Laura Kobylecky is a contributing writer to Tech Trends. She is particularly interested in new and emerging technology and culture. Connect with her on LinkedIn 

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