Summer in the City (event)

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Summer In The City
GenreOnline Video
VenueRoyal Parks of London (2009-12)
Alexandra Palace (2013-14)
ExCeL London (2015-present)
CountryUnited Kingdom
InauguratedAugust 28-30, 2009
Most recentAugust 10-12, 2018
Attendance2015: 10,000[1]

Summer in the City (sometimes styled as SitC) is an annual three-day event held in London, dedicated to YouTube content creators and users.[2][3][4] The event began in 2009 as a small gathering in London's parks, and has since grown into a convention-scale event that now takes place annually at ExCeL London. In 2014, SitC took place in Alexandra Palace and attracted over 8,000 attendees.[5]

In 2016, SitC was acquired by MCM Expo Group as part of their "MCM Central" brand. The first event hosted under the MCM ownership took place 12-14 August 2016.[6]


2009 - 2011 (London Parks)[edit]

The first Summer in the City was held in London, as a traditional YouTube gathering. It was organised by vlogger Tom Burns and YouTube musician Dave Bullas, with the support of their friends Liam Dryden And Jazza John. The three-day event was held in the last weekend of August and took place across several of London's Royal Parks. The largest attendance at any point was reportedly 200 people, a mix of YouTube creators and viewers.[citation needed]

In its first three years, the event followed the pattern of meeting in parks by day, and moving to a London venue such as The Luminaire for live music performances in the evening.[citation needed]

2012 (The Brewery)[edit]

Following the rapid growth of the event, the decision was made to hold the fourth Summer in the City at a dedicated venue for its duration; SitC 2012 took place at the Brewery in London from 17-19 August. This was the first year the event would introduce official programming, including workshops and Q&As from creators, as well as an official livestream on the event's YouTube channel.[7]

The number of prospective attendees at SitC 2012 exceeded the 1,000-person capacity of the venue, inspiring the need to move away from being a free event and introduce ticketing in following years.[8]

2013 - 2014 (Alexandra Palace)[edit]

SitC's first official ticketed event and the fifth event overall was held in London's Alexandra Palace, with an increased capacity of 7,000 attendees. Backlash over the announcement that the event would now charge admission before confirming the venue, dates or line-up of featured creators resulted in the cut of early ticket prices to £10 plus VAT.[9] The event was sold out by early July 2013,[10] and was held over two days on 17-18 August.

Accompanying 2013's event was a spin-off tour called the Summer Warm-Up, which involved creators from the SitC 2013 line-up touring through some of the UK's major cities, to perform one-off gigs in the build-up to the main event in London.[11]

The 2013 SitC was also the introduction of formal meet & greets, where fans would wait in line to meet popular YouTubers from the lineup. The high demand of creators along with the "first come, first served" model of the meet & greets resulted in the decision to add additional ticketing to the meet & greets in 2014.[12]

Tickets for SitC 2014 were available as early as October 2013,[13] and had sold out by January.[14] The sixth event also saw the return of Friday programming, as the event introduced Friday as Creator Day; a more limited event of panels and networking specifically targeted towards creators rather than fans.[15]

Continuing issues with the demand for SitC's meet & greets in 2014 inspired the development of an online ballot system, that has since been implemented in following events.[16]

2015 - Present (ExCeL London)[edit]

Summer in the City moved to ExCeL for its seventh year which increased its overall capacity to 10,000 attendees.[17] Upon the preliminary announcement of the venue and ticket sales in January 2015, nine influential creators from talent network Gleam including Zoella, Alfie Deyes and Joe Sugg simultaneously announced they would not be attending 2015's event, favouring plans for their own event titled Amity Fest.[18] The event maintained a robust lineup of creators, hosting the presentation of several YouTube Play Button awards to creators who had recently hit milestones of 100,000 or 1 million subscribers on their channels.[19]

In February 2016, it was announced that Summer in the City had joined MCM Expo Group, who would be providing resources and support for the original organisational team in the event's eighth year.[20] SitC 2016 was also the debut of the Summer in the City Awards, an event dedicated to presenting community-nominated awards such as "Best Vlogger" and "YouTuber Book Of The Year" to winning creators on the mainstage. The winners included Dan Howell, Phil Lester, Evan Edinger, TomSka, and Dodie Clark.[21]

Emma Blackery published three SitC 2017 videos in her vlog and won in the "Song of the Year" category.[22][23][24] Other winners included Hannah Witton, TomSka, Dodie Clark, and Rose and Rosie.[25]


  1. ^ Cook, James (18 August 2015). "Inside the YouTube convention where thousands of teenage girls queue to meet social media stars". Business Insider. Archived from the original on 21 August 2015. Retrieved 25 August 2016.
  2. ^ Fred McConnell, Irene Baqué, Adam Sich (18 August 2014). "Summer in the City: the UK's biggest YouTube gathering". The Guardian.CS1 maint: Uses authors parameter (link)
  3. ^ "When YouTube Stars Go Offline and Meet Fans in Person". CTV. 15 February 2015.
  4. ^ "When YouTube stars go offline and meet up live". The Daily Star. 15 February 2015.
  5. ^ Natalie Mortimer (4 August 2014). "Rightster Agrees Live Streaming Deal Summer in The City". SitC, now in its sixth year, attracts over 8,000 attendees from across the world in a celebration of ‘all things YouTube’.
  6. ^ Dave Golder (24 February 2016). "MCM Is New Owner Of YouTube Festival Summer In The City". Retrieved 25 August 2016.
  7. ^ "Summer in the City 2012 LIVE". Summer in the City. Retrieved 25 August 2016.
  8. ^ "From all of us - Thank You. - Summer in the City". Summer in the City. Retrieved 25 August 2016.
  9. ^ "Explaining the Ticketing System - SitC 2013". Summer in the City. Retrieved 25 August 2016.
  10. ^ "Summer in the City on Twitter". Summer in the City. Retrieved 25 August 2016.
  11. ^ "Summer Warm Up - Lineup Announcement". Summer in the City. Retrieved 25 August 2016.
  12. ^ "Saturday Wrap-Up!". Summer in the City. Retrieved 25 August 2016.
  13. ^ "Announcing Summer in the City 2014!". Summer in the City. Retrieved 25 August 2016.
  14. ^ "Summer in the City on Twitter". Summer in the City. Retrieved 25 August 2016.
  15. ^ "More on the SitC Creator Day!". Summer in the City. Retrieved 25 August 2016.
  16. ^ "Re: Meet & Greets". Summer in the City. Retrieved 25 August 2016.
  17. ^ Stephen Doble (9 January 2015). "UK's Biggest YouTube Convention Expands, Moves To ExCeL London". Archived from the original on 20 April 2015. Retrieved 25 August 2016.
  18. ^ Rachel Pilcher (January 2015). "YouTubers including Zoella, Tanya Burr and Alfie Deyes reveal they won't be attending Summer in the City". Archived from the original on 24 October 2016. Retrieved 25 August 2016.
  19. ^ Amelia Butterly (16 August 2015). "Summer in the City is a hit with fans, even without Zoella". Newsbeat. BBC Online. Retrieved 25 August 2016.
  20. ^ Liam Dryden (6 November 2017). "Summer In The City Has Just Been Acquired By MCM Expo". Retrieved 25 August 2016.
  21. ^ Eein Sutton (14 August 2016). "Summer in the City Awards 2016 Round-Up". Retrieved 18 January 2019.
  22. ^ Emma Blackery (9 August 2017). Emo Starlord and the Blue Waffle on YouTube.
  23. ^ Emma Blackery (10 August 2017). Emo Starlord and the Headline Show on YouTube.
  24. ^ Emma Blackery (11 August 2017). Emo Starlord and the Song of the Year on YouTube.
  25. ^ "Congratulations to SitC 2017 Award winners!". SitC 2017. 15 August 2017. Retrieved 17 January 2019.