Ballantine’s Scotch whisky and online community station Soho Radio are partnering for a five-day (18th– 22nd April) takeover at 98 Berwick Street in the heart of London’s Soho culminating on Record Store Day. 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 Shy One, Jay Carder, and Tamar Collocutor, alongside Ballantine’s True Music alumni including, Motivando a La Gyal (Colombia) and Karne Kulture (Spain).
- The Ballantine’s True Music x Soho Radio Vinyl Sessions where performances from international artist such as Enny will be cut direct to vinyl. 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 the best in independent music from a hand selected batch of records curated by record stores and record labels. 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 Grant where in continuation of Ballantine’s True Music legacy of supporting local music communities, two grants will be awarded to support projects that allow local community music hubs* to open up their space to be more diverse and inclusive. Applicants can apply for the grant between the 11th April – 2nd May via https://sohoradiolondon.com/ballantines-x-sohoradio/
