Spotify’s Who We Be Live is returning this summer in partnership with Live Nation, illustrating the incredible influence of playlist brands.
First reported by Music Week, Spotify’s Who We Be Live will return to Alexandra Palace in London and will also be staged at 02 Academy Birmingham in the summer. Last autumn, Giggs, Dizzee Rascal, Cardi B and J Hus, amongst others, took to the stage at its sold-out event debut, inspired by Spotify’s UK urban playlist ‘Who We Be’. The news illustrates the growing influence of the leading Spotify playlists
Who We Be Live returns in partnership with Live Nation, who have facilitated the capabilities expansion of the show to Birmingham, on 14th June, before the return to Alexandra Palace in November. Spotify’s in-house urban music team curate the Who We Be playlist, which features fast-rising grime, UK rap and Afrobeat artists. With over 265,000 followers, Who We Be has been pivotal in the breaking of artists such as Yungen and Yxng Bane.
Spotify senior editor Austin Daboh said: “Spotify launched Who We Be Live in the UK last November and the response was phenomenal – from the artists, managers, labels, and most importantly, the fans. We knew we had to go even bigger for 2018, and we have! We are so excited to be taking this event to Birmingham, where there is a such a vibrant music scene, as well as bringing it back home to Ally Pally in November.”
Sam Bush, president of UK Touring at Live Nation, said: “We are excited to be working in partnership with Spotify on Who We Be Live. This is an event curated for the fans and we have some of the most promising and relevant artists performing in both Birmingham and London later in the year.”
With its significant influence in the live music market, including festival events such as Wireless, Lovebox and Parklife, this partnership can only be good news for emerging urban talent and their fans.