Music streaming platform Amazon Music has partnered with Live Nation Entertainment to expand its +44 brand to live shows.
The brand, +44, is a music playlist that celebrates Black artists and genres. The live show will take place in London on February 22 and will feature a headline performance from JAE5 (pictured) at Lafayette, in King’s Cross, London. JAE5 will be joined by ‘friends’ according to a release.
Pre-sale tickets went on sale today (Wednesday) and the general sale will begin on Friday.
Laura Lukanz, Amazon Music head of music industry UK, Australia and New Zealand, said: “It’s a natural evolution to extend the +44 brand with a series of live performances from the artists who are championed every single day on the service. +44 is making artist to fan connections everywhere you look, whether that’s the +44 stage at Notting Hill Carnival, an intimate masterclass with Stormzy or a fan meet and greet and livestream with Central Cee.
“+44 Live with JAE5 & Friends will be a memorable night for any fan of Black music in the UK and I am excited to build +44 Live into a staple event in the music calendar.”
Live Nation promoter Gurj Summan added: “Bringing +44 to life is a massive moment for the culture and for the fans. JAE5 is one of the most exciting artists in the scene and has gone from strength to strength. We know the fans are in for an incredible show with some special guests. Having +44 take the stage, continues to show the unrivalled experience of live music today.”
The +44 brand has also expanded into more genre-specific playlists, including +44 Afro, +44 Rap, +44 R&B and +44 Flow. The brand also has its own podcast and sponsors Rampage’s stage at Notting Hill Carnival in London. +44 also recently collaborated with rapper Stormzy on a free, three-day pop up event This Is What I Mean House in the English capital.
The event included live conversations and performances from Stormzy, a shop for merchandise and an immersive listening experience for fans of the rapper. Fans that were unable to attend the event in person are able to watch ‘This Is What I Mean – Live From Queen Elizabeth Hall’ on Prime Video.
On performing at +44 Live, JAE5 said: “I’ve been waiting to do my own show for time. I think now is the perfect moment. I’m doing it with +44 and Amazon Music which is proper sick, we’re gonna make it ultimate vibes. I want everyone to come ready to enjoy the JAE5 experience.”