Spotify has teamed up with Notting Hill Carnival and artists including Koffee, The Marleys, and Little Mix’s Leigh-Anne Pinnock to celebrate the largest street festival in Europe going virtual for the first time in its 54-year history.
The music streaming platform has setup a dedicated microsite at Spotify.com/carnival, where Carnival fans will be able to find playlist takeovers from big names, explore sound systems, take a look at an exclusive gallery from Ekua King, listen to carnival-related podcast episodes, and be directed toward live events over the August Bank Holiday weekend on the 30 and 31 August.
“Notting Hill Carnival is such an important celebration of Caribbean heritage for communities in London and beyond - enriched in tradition and activism and lived through music and dance,” said Sulinna Ong, Head of Music at Spotify UK & Ireland. “While it can’t take place in its usual way, it’s key that the celebration continues – in homes, living rooms and gardens – especially given the current climate. As the UK’s biggest audio platform, it made perfect sense for Spotify to partner with Notting Hill Carnival to bring the party from the streets to online, so that people can enjoy Carnival from home this year.”
Some of the takeovers fans can expect to see are No Signal – creators of the NS10v10 format – taking over the UK’s biggest hip-hop, Afrobeat, dancehall, and R&B playlist, Who We Be; The Marleys helping fans jam along to One Love; Leigh-Anne Pinnock showcasing her Throwback Thursday playlist; Koffee exploring the best reggae sounds on the Irie playlist; and more.
“We are delighted to have Spotify as an official partner this year. As an organisation, we want to connect with and educate a wider and younger demographic to learn about the culture and history of Notting Hill Carnival,” said Matthew Phillip, Executive Director of Notting Hill Carnival. “Spotify's engagement with the artists and the playlists that they have created is the perfect platform for so many to start that journey of learning and appreciating what an incredibly important event Notting Hill Carnival is. Carnival is loved by so many young people, and that love will be even greater when they understand its legacy and cultural significance."