Even when I took this photo in March, I can’t say I saw this coming so soon…

While I was in Austin a few months ago, I had a chance to learn about the first-ever SXSW London event taking place this year. The team was hosting a breakfast networking event near their bus inside of the Expo Hall, and I decided to pop by and check it out to begin my first full day in town.

Well, one thing led to another. Not even three months later, I find myself typing this at Boston Logan International Airport. My destination? SXSW London, to explore an entirely new city (and continent) on behalf of UMC. In the process, I’ll also be exploring possibilities to bring UMC and its artist community across the pond (and vice versa) in future years.

Man… what an unreal year 2025 has been so far. It started with the original #RoadtoSXSW, which produced so many amazing memories and connections. Then, we found ourselves in Toronto at the start of May for the first-ever Departure Festival & Conference (formerly Canadian Music Week). Now, we’re headed to London — and who knows where else between now and New Year’s Eve!

(OK, maybe I know at least *some* of those details. Stay tuned!)

As for this week, I look forward to the connections and conversations to come — and, in true #GoUnderground fashion, I’m excited to get a sense of what London’s music community is truly all about.

I also (finally) downloaded the Jetpack app — the one that allows me to post to WordPress — on my new phone. So, I’ll be able to provide updates on the fly throughout the event. Stay tuned here to The Blog (and of course, Instagram and YouTube) as I share the highlights, lessons, and updates from UMC’s latest international quest.