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Notting Hill Carnival is one of the most important cultural moments in the UK, and Spotify wanted to show up in a way that felt rooted, respectful and genuinely connected to the communities behind it. The goal was to build hype, educate audiences on Carnival’s legacy and create content that resonated deeply with the people who live and shape Carnival culture — not just observe it from the outside.
We crafted the work with the communities, creators and culture-bearers who make Carnival what it is. From sound systems and dancers to emerging talent and household names, every element from editorial framing to creator casting. TAG supported Spotify in developing the Small Talks: Carnival Edition takeover and on the ground social content, leading on editorial development and content selection to ensure authenticity, nuance and cultural accuracy.
The campaign brought together three key content pillars under the refreshed Carnival Sounds umbrella:
The work resonated because it reflected Carnival as it truly is — joyful, loud, communal and rooted in Caribbean culture. By capturing real POVs, spotlighting inclusive and culturally embedded talent, and blending education with entertainment, the campaign showed Carnival from the inside out.
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The campaign brought together three key content pillars under the refreshed Carnival Sounds umbrella:
We crafted the work with the communities, creators and culture-bearers who make Carnival what it is. From sound systems and dancers to emerging talent and household names, every element from editorial framing to creator casting. TAG supported Spotify in developing the Small Talks: Carnival Edition takeover and on the ground social content, leading on editorial development and content selection to ensure authenticity, nuance and cultural accuracy.
Notting Hill Carnival is one of the most important cultural moments in the UK, and Spotify wanted to show up in a way that felt rooted, respectful and genuinely connected to the communities behind it. The goal was to build hype, educate audiences on Carnival’s legacy and create content that resonated deeply with the people who live and shape Carnival culture — not just observe it from the outside.
The work resonated because it reflected Carnival as it truly is — joyful, loud, communal and rooted in Caribbean culture. By capturing real POVs, spotlighting inclusive and culturally embedded talent, and blending education with entertainment, the campaign showed Carnival from the inside out.
