Ballantine's x Soho Radio announce pop-up hub with programme of shows and events

30 March 2023 - Press release

The free to attend pop-up in Soho is a space to enjoy whisky cocktails, watch live radio shows and experience exclusive vinyl recording sessions from a line-up of international artists

 

Ballantine's Scotch whisky and online community station Soho Radio are partnering to create with a five-day (18 – 22 April) takeover in the heart of London's Soho. The collaboration is part of Ballantine's True Music platform which represents and celebrates local music communities, and the diverse artists and fans that make them thrive. 

The Ballantine's True Music x Soho Radio pop-up will showcase local music scenes and themes, shining a light on the unique culture of independent record stores and the important role they play in shaping music culture across the globe. The takeover includes:

• Ballantine's True Music x Soho Radio Live daily radio shows hosted by Balamii and NTS resident, Shy One, Rinse-FM's Jay Carder and multi-instrumentalist, Tamar Collocutor.

• The Ballantine's True Music x Soho Radio Vinyl Sessions where performances will be cut direct to vinyl in the space. Recordings from these exclusive sessions will later be auctioned to the public.

• The Ballantine's True Music x Soho Radio Shop where fans can purchase vinyl from a hand selected batch of records sourced from local stores including Sister Ray and Phonica amongst others. Music literature will also be on sale with titles such as Moof Magazine, Shindig! Magazine and Rough Trade books available.

The Ballantine's True Music x Soho Radio full lineup will be announced on the 3^rd April, including over 15 international artists from Soho Radio's eclectic roster of DJs, alongside Ballantine's True Music alumni from the UK, South Africa, Spain and beyond.

 

Tom Elton, Head of Culture and Partnerships for Ballantine's comments:

"We're excited to be heading into London's Soho, the heart of record stores as those shops gear up for Record Store Day. Ballantine's has always been about championing independent and underrepresented music scenes and like Soho Radio, we are huge advocates for celebrating emerging talent and making music more accessible. Record stores not only play a vital role in shaping music culture globally, but also within local communities as a place for people to discover new music, share stories and make meaningful connections. We hope that through this event, we will continue to see independent record stores receive the support and appreciation they both deserve and need."

 

Rachael Bird, Station Manager of Soho Radio London adds:

"We are so excited to partner with Ballantine's as Record Store day is around the corner. The collaboration with Ballantine's will allow us to share Soho Radio with Ballantine's fans, showcase our vinyl sessions with some amazing artists, celebrate music from around the globe, all whilst supporting independent record labels and shops. We are both so passionate about spotlighting local scenes and artists, that we will collaborate for the week and beyond to amplify and provide support for these music communities. It is the perfect partnership."

 

The Ballantine's True Music x Soho Radio pop-up will be open between 10am – 8pm daily from the 18 – 22 April, location TBA. Fans who can't make it down to the pop-up can listen live or listen back to shows on sohoradiolondon.com

 

For more information about Ballantine's True Music visit http://www.ballantines.com/truemusic