Syd and Kult Records Take Over The Converse Rubber Tracks at SXSW London

London’s creative scene has long been defined by visionaries who blur the lines between fashion, music, and culture and Syd, the trailblazing creative director of OSBATT and Years of Tears, is no exception. A designer, innovator, and leader of the cult-like collective Kult, Syd is reshaping what it means to be a multi-disciplinary artist today. While renowned for his work in elevated streetwear and experimental design, Syd’s creative reach extends far beyond fashion. His work spans video production, music management, and community building, all driven by a mission to empower and inspire through authentic expression.

This summer, Syd’s dynamic vision finds a home at SXSW London Festival, where Converse’s Rubber Tracks music platform is set to take over the Strongroom Bar, the festival’s dedicated hub for Caribbean music during its six-day run. Within this vibrant space, Converse will launch a pop-up Rubber Tracks recording studio, offering emerging talent from Kult Records a rare opportunity to record, learn, and livestream their work. It’s an activation that perfectly reflects Syd’s ethos, breaking down barriers between creative disciplines and giving new voices a global stage.

The lineup of artists joining the Rubber Tracks takeover embodies the diversity and raw energy of Kult’s growing movement. From South Africa’s rising stars Jaykatana and Brother Kupa, to UK-based talents like TeeboFG, JeffGRV, Young Eman, and producer Spuddy, the collective represents a new wave of independent musicians ready to shape the future. Supporting them behind the scenes are multidisciplinary creative Moi Digital, videographer Jaymz, mix and mastering engineer Ryder, and music manager and A&R Glory, all working together to bring Syd’s boundary-pushing vision to life at SXSW London.