Spotify Who We Be

Hot on the heels of launching a series of live gigs in the US based on its RapCaviar playlist brand, Spotify is now following suit in the UK.

30 November will see a high-profile concert at Alexandra Palace in London inspired by the streaming service’s Who We Be playlist.

The rap and grime-focused playlist has just under 143,000 followers, and they’ll be among the people getting first dibs on pre-sale tickets for the concert, along with Spotify users who listen most actively to the artists playing.

And they are? Dizzee Rascal, Giggs, Stefflon Don, J Hus, Bugzy Malone and Cardi B. It’s Spotify’s latest move to align itself with the British grime and rap scene, against competition from Deezer (with its grassroots grime initiative) and Apple Music (which streamed a concert by Skepta at Alexandra Palace last year, as well as producing a documentary about his rise).

It’s also noticeable that Spotify’s branded gig has a broader focus than just grime: hence choosing the Who We Be playlist as the brand here, rather than the more-popular but narrower-in-focus Grime Shutdown, which has more than 495,000 followers.

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