Amazon Music has partnered with Live Nation Entertainment (LNE) to extend its Black music playlist brand, +44, to live shows.
The first in a series of shows will take place on 22 February at London’s Lafayette, with performances by JAE5 and “friends”.
Amazon Music head of music industry UK, Australia & New Zealand, Laura Lukanz said she was excited to build +44 Live into a staple event series in the music calendar: “It’s a natural evolution to extend the +44 brand with a series of live performances from the artists who are championed every single day on the service. +44 is making artist to fan connections everywhere you look, whether that’s the +44 stage at Notting Hill Carnival, an intimate masterclass with Stormzy or a fan meet and greet and livestream with Central Cee.
LNE promoter Gurj Summan said, “Bringing +44 to life is a massive moment for the culture and for the fans.”
The brand has been expanded into genre specific playlists including +44 AFRO, +44 RAP, +44 R&B and +44 FLOW alongside the +44 Podcast and sponsorship activations such as Rampage’s stage at Notting Hill Carnival. Projects include a collaboration with Stormzy on a free-to-attend, three-day, pop-up event This Is What I Mean House in London. It included live conversations and performances by Stormzy, a merch shop and an “immersive listening experience” for fans.