SXSW London 2025: Beyond the Buzzwords: Rethinking Influence Through Community
- Engine Room
- Jun 9
- 3 min read
Updated: Jul 31
ENGINE ROOM NEWS & INSIGHTS | JUNE 2025
By Engine Room
At a time when 'community', 'influence', and 'disruption' risk becoming hollow buzzwords, SXSW London offered a rare opportunity to interrogate what these terms really mean. Engine Pop’s Athena Witter moderated a session titled “Community and Influence: The Disruptors,” bringing together voices from music, live events, and storytelling to ask better questions — about who drives culture, how we define value, and what responsibility comes with influence.This wasn’t a conversation about marketing tactics. It was a reflection on cultural shifts, power dynamics, and the urgent need to build with purpose. At the heart of the panel: how to stay human in systems built for scale.
The Line-Up:
Jake Gosling – Multi-platinum music producer, Sticky Studios & Goldun Egg Records and Hotel Records (a joint venture with Atlantic UK) (Ed Sheeran, Shawn Mendes, KSI)
Nadu Placca Rodriguez – Founder & CEO of The Zoo XYZ (Red Bull, Afro Nation, Spotify Africa)
Luke Hyams – Co-Founder of Pangaea and Director of
’s The Sidemen Story
“We’re not here to build audiences. We’re building movements.”
Athena Witter kicked things off with a provocation:“88% of people say they trust individuals more than brands. That stat matters, because if platforms are asking us to pay for reach, we need to talk about influence differently.” This wasn’t a surface-level chat. Athena asked the kind of questions that made panellists pause — a sign of a session where polish gave way to real substance.
Jake Gosling: “Find your own lane. That’s where the power is.”
Jake, who shaped Ed Sheeran’s signature sound, cut through the noise with conviction:“If you’re copying what’s already out there, you’re already too late. The only way to stand out is to sound like yourself.” He warned against music made for metrics:“You can have all the buttons, toys and AI plugins — but what people really connect with is humanity. That’s the bit of rock and roll we’re in danger of losing.”
Nadu Placca Rodriguez: “When people are genuine, they’ll latch on.”
Known for reshaping live experience with The Zoo XYZ, Nadu spoke about pushing culture forward through representation and intention:“It’s not about the moment the doors open. It’s what happens before and after. That’s how you build legacy — not just hype.” She highlighted a shift happening in real-time:“The industry is finally listening to individuals. The more brands step behind real voices, the more impact they’ll have.”
Luke Hyams: “The industry isn’t in crisis — it’s in a power shift.”
From his early career with The Walt Disney Company and PAE Media in Beijing to his later roles as Head of Originals at YouTube EMEA and now co-founder of Pangaea, Luke has been at the forefront of digital-first storytelling. He has witnessed influence shift from traditional media structures to creator-led platforms like YouTube and Netflix.
“Legacy media isn’t dead - but it’s no longer the sole gatekeeper. Culture is being co-created, not bought.”
He stressed the value of specificity in storytelling:
“When you try to be for everyone, you end up meaning nothing to anyone.”
And underscored how creators now build with community in mind:
“Often you’re not just pitching a show, you’re pitching a built-in audience.”
The Unspoken Word? Responsibility.
As the session closed, Athena left the audience with a challenge:“Community isn’t just the outcome. It’s the path. If you want real influence, you have to lead with consistency, resonance — and responsibility.”
Engine Pop’s Takeaway
At Engine Pop, we’re not here to chase trends. We’re here to understand them — to help creative talent, brands, and platforms navigate the tension between authenticity and scale, innovation and noise. This panel was a reminder that influence starts with listening. That storytelling is stronger when grounded in clarity. And that community, when built with care, is a long game worth playing.
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