Spotify launches Carnival Sounds campaign celebrating Caribbean music

Spotify has launched its inaugural ‘Carnival Sounds Live’ series as part of a global campaign celebrating the 60th anniversary of the Notting Hill Carnival in the United Kingdom. The initiative highlights Caribbean music and its diaspora through a series of reimagined heritage tracks and digital performances.

The campaign features several prominent artists representing different genres. Grenadian soca artist V’ghn will represent soca, performing a cover of Kes’ “Hello” alongside his hit “Jab Decisions”. Jamaican artist Koffee will perform a rendition of Bob Marley & The Wailers’ “Three Little Birds”, while Shenseea will represent dancehall with Diana King’s “Shy Guy” and her own single “Bruk Sweat”.

This collaboration coincides with a significant rise in Caribbean music popularity in the UK. Soca has become the fastest-growing Caribbean genre in the region, with listening increasing by 136% since 2020. The campaign includes digital presence on Spotify platforms and physical advertising on billboards in major UK cities such as London and Manchester.