views organically within the first 24 hours
total views across all creators
Spotify UK returned to build on last year’s success and show up at Carnival in a way that felt rooted, not branded. With more brands entering the space, and popular discourse often focusing on genre clashing, tourism, cultural appropriation and the dilution of Caribbean history, it was essential that Carnival Sounds centred the real values of the culture. We anchored the campaign in Carnival’s unwritten “house rules” whilst still embedding freedom, connectedness and celebration to guide how Spotify showed up in 2024.
We curated a panel of creators and artists, hosted by Indiyah Polack, to spark real conversations around Carnival memories, playlists and first-timer do’s & don’ts. TAG also supported Spotify on the Small Talks: Carnival Edition development, leading editorial and content selection to keep the work culturally accurate and grounded.
The campaign delivered two main pillars:
Across both, creators brought unique styles, humour and cultural insight while staying true to the Carnival Sounds tone.
The 2024 Carnival Sounds campaign delivered strong organic cultural impact across every content pillar. Collectively, The Warm Up series, Carnicam POV content and all creator collaborations generated 1.4M+ total views, 14K+ likes, 89 comments and 534 saves — with consistently positive sentiment from Carnival communities and audiences online.The blend of panel conversation, creator-led storytelling and on-the-ground Carnival moments ensured Spotify remained highly visible throughout the weekend, driving sustained engagement and reaffirming its long-standing connection to Notting Hill Carnival
The work landed because it honoured Carnival’s values and let creators tell the story in their own voices. By mixing panel conversation, music-driven storytelling and authentic POV content, the campaign felt joyful, lived-in and culturally fluent — reinforcing Spotify’s long-standing connection to Notting Hill Carnival.
total views
likes
comments
saves
The campaign delivered two main pillars:
Across both, creators brought unique styles, humour and cultural insight while staying true to the Carnival Sounds tone.
We curated a panel of creators and artists, hosted by Indiyah Polack, to spark real conversations around Carnival memories, playlists and first-timer do’s & don’ts. TAG also supported Spotify on the Small Talks: Carnival Edition development, leading editorial and content selection to keep the work culturally accurate and grounded.
Spotify UK returned to build on last year’s success and show up at Carnival in a way that felt rooted, not branded. With more brands entering the space, and popular discourse often focusing on genre clashing, tourism, cultural appropriation and the dilution of Caribbean history, it was essential that Carnival Sounds centred the real values of the culture. We anchored the campaign in Carnival’s unwritten “house rules” whilst still embedding freedom, connectedness and celebration to guide how Spotify showed up in 2024.
The 2024 Carnival Sounds campaign delivered strong organic cultural impact across every content pillar. Collectively, The Warm Up series, Carnicam POV content and all creator collaborations generated 1.4M+ total views, with consistently positive sentiment from Carnival communities and audiences online.The blend of panel conversation, creator-led storytelling and on-the-ground Carnival moments ensured Spotify remained highly visible throughout the weekend, driving sustained engagement and reaffirming its long-standing connection to Notting Hill Carnival.
The work landed because it honoured Carnival’s values and let creators tell the story in their own voices. By mixing panel conversation, music-driven storytelling and authentic POV content, the campaign felt joyful, lived-in and culturally fluent — reinforcing Spotify’s long-standing connection to Notting Hill Carnival.
