Masterclassing Connect

Klarna launches virtual music festival to support UK industry

Tyrone Stewart


Swedish fintech company Klarna is making up for the lack of festivals this year with its own virtual festival to support the UK’s music industry.

Klarnival – which runs from today (20 August) until Sunday 23 August – is showcasing the talents of 20 music acts from across a variety of genres, broadcasting a 20-minute set from each via Instagram and Facebook Live. Alongside the virtual festival, Klarna will be making a donation to the ‘Help Musicians’ charity, which provides help for musicians during times of crisis.

“We are delighted to be working with our merchants and Help Musicians to support the music industry,” said AJ Coyne, Head of Consumer Marketing at Klarna. “Music and festivals are a huge passion point for our audience and they’re gutted that IRL festivals are cancelled for the foreseeable. Klarnival has been developed to give back to both the music industry and Klarna consumers, by providing them with a unique experience, packed with exclusive content, including a fantastic line-up of talented artists directly into their homes.”

Artists performing in the festival include Greg Pearson, who supported Lewis Capaldi on his last international tour; and The Kings Parade, who are known for their Motown soul mixed with melodic pop sounds.

There will also be themed events, competitions, and masterclasses across beauty, fashion, outdoors, and technology from the likes of Morphe, New Look, GoOutdoors, and Comet.  

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