The StreetMedia Social Comes to London

"The SM Social started as an idea back in 2021 and has now grown into one of the biggest grassroots Parkour events in the UK. Looking back at the first edition in Sheffield with 40 people to Bristol pulling 150, what has that growth felt like from the inside?"

Man what a journey it has been. From our very first edition where we were praying for a decent turnout, to our Bristol edition last year where we had to work around capacity limits of venues, the ride has been crazy. It's been so inspiring to see the growing support that we have for the event and that just drives me to take it further each year. With the events attendance tripling in size since the original event in Sheffield, we've definitely had to learn some quick lessons and be generally more tuned in to things that could go wrong and how to work around them.

From within STREETMEDIA the growth of the event has definitely caused us stress, but has also forced us to learn, adapt, improve, and has truly inspired us to keep coming back year after year with a bigger and better STREETMEDIA SOCIAL.

"Each edition has moved to a new city. Sheffield, Nottingham, Bristol, and now London. What goes into choosing the host city and how does the local scene shape the event?"

With STREETMEDIA being on the scene for over 15 years now, we've travelled around a lot and made a lot of connections on the way. Each city that the STREETMEDIA SOCIAL takes place in is somewhere close to our hearts that we have history and friends in. We have strong ties with the community in each city we choose, and we could not do it without them. The locals in each city are imperative for scouting spot locations, offering practical advice, organising venues, as well as finding local creative talent for our pop up market and afterparty.

We are always eternally grateful for the support and enthusiasm we get from the local community in our chosen cities.

"London is a huge step in terms of scale and profile. How are you approaching the planning differently this time compared to previous editions?"

With London being so massive and having such an iconic presence, far more meticulous planning had to take place. From costs, to logistics and travel, everything required much more consideration. We always aim to keep the cost of the event to attendees as cheap as possible, if not completely free, however we quickly realised that in the capital, free was not an option! So scaling up definitely forced us to do far more planning into venues, routes to spots, and finding the best way to make it financially feasible for our attendees to make it to the big city.

"The popup market has become a real highlight. How do you go about selecting the brands and artists who get involved, and why is that creative element so important to the SOCIAL?"

The pop up market is something that has really taken off with our recent editions. We've been lucky enough to attract some really talented people from within the community and beyond. The selection process is pretty organic, we look for brands and artists who embody the same energy and creativity that STREETMEDIA stands for. We want people who are genuinely passionate about what they do, not just looking for a sales pitch. The creative element is important because parkour and art go hand in hand. The same people doing crazy movements on concrete are also painting, screen printing, making jewellery, forging chainmail, designing clothes. The popup market is a space where all of that gets celebrated under one roof. It is not separate from the event. It is part of the event.

"The afterparty has become legendary at this point. From the BOUNCE OFF in Bristol to live music and DJs, how has that side of the event evolved, and what can people expect in London?"

The afterparty has always been the heartbeat of the evening. What started as a pretty informal get together has evolved into a properly curated night. In Bristol we had four music artists performing live sets, DJs on rotation all night, and a live band that absolutely tore the place apart. The BOUNCE OFF is something that just happened naturally. People started battling, the crowd formed a circle, and it became this unplanned moment that ended up being one of the most talked about parts of the whole weekend. For London we are taking everything we learned from Bristol and pushing it further. Bigger venue, more artists, and more of those unscripted moments that make the afterparty what it is. The energy in that room is something you have to experience in person. It does not translate through a screen.

"Keeping the SOCIAL free or as cheap as possible has always been a priority. Why is accessibility so important to you, and how do you make the finances work?"

Accessibility is at the core of everything we do. The parkour community is not exactly rolling in cash. Most of the people who come to our events are young creatives, students, or people who are just getting by. Charging premium prices would immediately cut out the people who need these kinds of events the most. We have been really fortunate that the STREETMEDIA clothing brand has been able to sustain a lot of the costs. Revenue from drops and collections goes straight back into funding the SOCIAL. On top of that, the community itself has been incredible. People donate, they volunteer, they offer to help with logistics and setup. It is a collective effort. The moment we start putting profit over people is the moment we lose what makes this thing special.

"Where do you see the StreetMedia brand heading beyond the SOCIAL? What is the bigger vision?"

The SOCIAL is the flagship, but it is not the ceiling. The clothing side of STREETMEDIA is something we are pushing hard on. We want it to stand on its own as a legitimate streetwear brand, not just event merch. The goal is for the clothing to sustain the events completely so we never have to compromise on accessibility. Beyond that, we want to build an online hub for the community. A space where brands, artists, and athletes can connect, collaborate, and share their work. Think of it as a directory for the culture. There are so many talented people in this scene who are doing incredible things in isolation. We want to bring them all under one roof, digitally speaking, and give them a platform that actually represents what they are about.

"What does the SOCIAL represent in the wider picture of Parkour culture?"

I think it represents possibility. For a long time in the UK, grassroots parkour events were few and far between. People would train, people would film, but the community gathering side of things was really missing. We want the SOCIAL to inspire others to do the same thing in their own cities. You do not need a massive budget. You do not need corporate sponsors. You just need people who care and a willingness to put in the work. If we can show people that a clothing brand from Sheffield can put on an event that brings in 150 people from across Europe, then anyone can do it. The more physical events that exist in this community, the better. We will support anyone who wants to make it happen.

"For someone who has never been to a StreetMedia Social, what would you tell them to expect?"

Expect the unexpected, honestly. The daytime is street jams. We break into groups, hit the best spots in the city, and just move. It is raw, it is organic, and it is the purest form of parkour you will find at any event. But it is not intimidating. The vibe is wholesome. Everyone is hyping everyone. Beginners and veterans training side by side. Then you have the popup market, where you can grab unique gear, see art, and meet the people behind the brands. And then the afterparty. That is where it all comes together. Music, dancing, the BOUNCE OFF, and a room full of people who genuinely love being there. Oh, and bring a swimming costume. We have a splash competition now. Do not ask me how that started, it just did, and it is not going anywhere.

"What is the one moment from the SOCIAL that still sticks with you the most?"

Bristol. The afterparty. Ollie Dale did a rap set. Now, the room was already going off, but when Ollie got on the mic, something shifted. Every single person in that room was screaming the words back at him. People standing on tables, on each other's shoulders, the floor was shaking. It was one of those moments where you step back and realise that this thing you built from nothing has turned into something that genuinely means something to people. The love in that room was overwhelming. I will never forget it.