Spotify’s Role in Amplifying Caribbean Culture This Carnival
One of the most unmissable moments of the year for Black British culture is Notting Hill Carnival. A celebration of the range of genres of Carribean music, from soca to dancehall, reggae to ragga, this huge party in West London is a highlight of the summer calendar.
As it takes to the streets again this weekend, Spotify is partnering with Notting Hill Carnival for the fifth consecutive year with the streaming platform launching an extensive campaign with various elements.
The Carnival Sounds hub offers listeners the ultimate destination for Caribbean music, heritage and stories across playlists, podcasts and audiobooks. Spotify’s partnership with cultural travel platform Trippin World is giving more people the opportunity to connect with Caribbean culture and put the spotlight on the incredible people, communities and music of the Caribbean. Then there is bespoke owned content, engaging with influencers and artists to speak on all things Notting Hill Carnival across Spotify’s channels and podcasts. On the more traditional advertising side, there is an OOH campaign, featuring bespoke imagery sourced through the Trippin World partnership to bring more awareness of Carnival.
LBB’s Alex Reeves caught up with senior editor at Spotify UK and Ireland, Joel Borquaye, to find out why Carnival is so important to the platform.
LBB> What is the strategy behind Spotify’s partnership with Notting Hill Carnival this year?
Joel> Since its birth more than 60 years ago, Notting Hill Carnival has been an unrivalled celebration of Caribbean culture in the UK, and so it’s an amazing feeling for us to be able to continue our partnership for the fifth year in a row.
For Spotify, partnering with Carnival is more than just music; it’s about providing a platform to amplify Black voices and communities, and help fans old and new engage with Carnival culture and celebrate the incredible artists, creators and performers.
The various elements to our campaign this year not only offer Carnival lovers the content they know and love, but also provide the opportunity for a wider audience to engage with all that Caribbean culture has to offer.
This year, we’ve combined numerous elements to ensure we’re reaching audiences at every touchpoint, starting with our Carnival Sounds hub, an amazing collection of music and stories across playlists, podcasts and audiobooks.
We’re working with the team at Trippin World, whose audience overlaps perfectly with Spotify and Carnival, which includes some OOH activity. And then we’re also working with creators to bring the vibes and energy on the ground to life for anybody wanting to soak it up online.
There’s a lot going on, which in itself is truly representative of the Carnival vibe!
LBB> How has the partnership evolved over five years?
Joel> Over five years, we've shifted from moment-in-time activations to building a year-round platform that resonates with both passionate fans and curious newcomers. Initially, our focus was amplification – curating playlists and highlighting artists during Carnival. We then incorporated podcasts and audiobooks exploring the socio-historical context of Caribbean culture, tapping into areas beyond music.
In years past, the Carnival Sounds hub has lived as a separate microsite, but this year for the first time we’ve housed everything together on-platform on Spotify itself, which only further aids discovery for these incredible artists and voices.
Finally, we’ve increased our focus on co-creation by partnering with influential names within the Caribbean diaspora to share their stories allows for us to be able to share content that resonates more deeply.
LBB> Notting Hill Carnival attracts people who are deep into Caribbean music as well as those who are just curious and looking to take part in the fun. How do you cater to that range in your campaign?
Joel> The magic of Carnival lies in its ability to unite both dedicated fans and newcomers, and our own work embraces this dynamic.
The Carnival Sounds hub goes beyond mainstream hits, and offers curated playlists spanning various genres and generations of Caribbean music, taking in rare grooves, vintage calypso, underground dancehall and everything in between. The breadth of sounds caters to both purists and general fans, from playlists like Massive Soca Hits and Dancehall Throwback to Soca Classics and Carnival Sounds 2024 which amplify small island music and up to date soca that many people haven't heard yet.
We have a really fun video podcast and social format called Small Talks, which will offer unique insights as it invites some of the most influential names within the Caribbean diaspora to speak on all things Carnival.
Our Trippin World partnership is really designed for those who might be new or curious to Carnival, as it’s all about providing an introduction to Caribbean culture, allowing their followers to delve deeper into the stories of its people, communities and music.
Additionally, our owned content for Carnival this year has been curated with influencers from diverse backgrounds allowing us to showcase the Carnival experience through fresh eyes.
Above: Carnival special guests on Small Talks
LBB> Why is Trippin World the right platform to collaborate with?
Joel> We’re in a privileged position in that Spotify doesn’t struggle for reach or awareness, but we’re always open to working with people and platforms who share our values. Trippin World is all about discovery, with a curious audience – it’s the perfect place to connect people with Caribbean culture and put the spotlight on the incredible people, communities and music of Carnival.
LBB> How do you hope the collaboration will help give people the opportunity to connect with Caribbean culture?
Joel> Our partnership with Notting Hill Carnival is deeply rooted in the belief that music is a powerful tool for connection and cultural exchange, and so we hope to bridge the gap between those already familiar with the culture and those curious to learn more. By making Caribbean music and stories accessible year-round through Spotify, we hope to foster a lasting appreciation and understanding of the culture. It’s impossible not to have a great time when you immerse yourself in this stuff… your readers won’t be disappointed!
LBB> What were the most interesting decisions while creatively developing the campaign and all its elements?
Joel> Curation is a massive part of what we do, particularly in my role as senior editor here. It’s an amazing thing to be able to spotlight artists and voices that you love and know will connect with a wider audience, and it’s a responsibility we don’t take lightly. I’m surrounded by passionate people at Spotify and so the process of building something like the Carnival Sounds hub is always fun, and becomes extremely rewarding when you know that people are discovering their next favourite artist or track.
LBB> Do you have any favourite details that you're looking forward to seeing people engage with?
Joel> Audiobooks are still a relatively recent addition to Spotify, so that presents a really cool opportunity for people to dive deeper into the history and the culture. It’s Carnival – obviously we’re all here for the vibes – but it’s great to be able to have books like ‘Windrush: 75 Years of Modern Britain’ sat there alongside playlists like Massive Soca Hits. That’s an experience that only Spotify can provide, so it’ll be really interesting to look through the data and see how the hub has encouraged people to switch between those moods and moments.
LBB> How will this campaign enhance Spotify’s mission to drive deeper connections between artists, creators and fans?
Joel> If you’re a soca fan like me, then you’ll know it's not often you hear soca played out in mainstream events and parties, even ones that are Caribbean focused. So to have a whole campaign amplifying the music and the artists behind it will drive deep connections with artists, creators and fans.
By curating dedicated playlists, producing engaging podcasts, and showcasing captivating visuals, we're putting the small scene on a big stage and providing a global stage for Caribbean talent to shine. Fans, in turn, are invited to embark on a journey of discovery, uncovering new artists and delving deeper into the heart of Caribbean music and culture. We're not just facilitating casual listening; we're creating opportunities for fans to connect with artists on a deeper level, understanding their stories, inspirations, and cultural context. We hope this shared experience cultivates a lasting appreciation of Caribbean culture.
