Spotify has launched its inaugural Carnival Sounds Live series to mark the 60th anniversary of Notting Hill Carnival, with Grenadian soca star V’ghn joining Jamaican artists Shenseea and Original Koffee to celebrate Caribbean music and culture.
V’ghn, whose Spotify streams have increased by 390% since 2023, performs Kes’ Hello and his own hit Jab Decisions as part of the series. The performances form part of Spotify’s ongoing partnership with Europe’s largest street festival.
The campaign also shines a spotlight on the growing popularity of soca in the UK. According to Spotify, listening to the genre has increased by 136% since 2020, making it the fastest-growing Caribbean music genre on the platform in the UK.
Spotify’s latest data shows Kevin Lyttle was the most-streamed soca artist in the UK this year, driven by the enduring popularity of Turn Me On. Trinidad and Tobago stars Machel Montano and Kes followed closely behind.
Elsewhere in the series, Original Koffee pays tribute to Bob Marley & The Wailers with a rendition of Three Little Birds, while Shenseea performs Diana King’s Shy Guy alongside her recent single Bruk Sweat.
Safiya Lambie-Knight, Spotify’s Head of Music Partnerships UK, said Carnival Sounds Live was created to celebrate six decades of Notting Hill Carnival while highlighting the year-round impact of Caribbean music across the UK.
