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The UK’s largest South Asian music festival has joined Spotify, the world’s most popular audio streaming subscription service, as title partner of the upcoming Birmingham Mela. Along with Colors, PTC Punjabi and Red Bull, the festival also welcomes PepsiCo’s Kulkure snacks as official partners.
As part of the partnership, Spotify will bring Pakistani “Bali” singer Bilal Saeed and popular Indian Punjabi artist Guru Randawa to perform on Spotify’s Desi Hits main stage at this year’s festival. Additionally, the ground experience brings some of Spotify’s biggest desi playlists to life, including Punjabi 101, Pakka Hit Hai and No Borders.
The Sandwell & Birmingham Mera will take place from 22-23 July 2023 at Victoria Park, Smethwick. The festival, now in its 11th year, is the UK’s largest of its kind and attracts thousands of visitors. Comprehensive celebration of South Asian and British culture, Mera will offer international music and films, performances by local talent, dining options, arts and crafts villages, shopping bazaars and a large amusement park. , is a festival-style event open to all communities and ages. .
Red Bull will showcase new sounds in its own summer beach shack, where DJs spin decks to bring together sounds from South Asia, pop and dance, where Mera attendees will join You can enjoy and miss your favorite music and everything. around it.
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Sandwell & Birmingham Mela Event Director Danny Singh said: We look forward to working with the Spotify team to celebrate South Asian culture at his Mela in Birmingham. These partnerships bring great value to Vibration Festival and help connect audiences with mainstream brands in meaningful ways. This year, the experience on the ground will be very different as our partners offer a variety of activities and activations, as well as brand new stages. ”
“Recently, Spotify has gained a strong foothold in the South Asian market, attracting global attention to several local artists,” said Rutaba Yakub, Spotify Senior Editor (Pakistan, Sri Lanka and Bangladesh). . “This year we are celebrating South Asian Heritage Month through our partnership with Birmingham Mela. Events are a great platform for that.”
A marketing spokesperson for PepsiCo said, “Kurkure is proud to be the official partner of this year’s Spotify Presents Birmingham Mela. Combining mouth-watering flavors with iconic crunchy snacks, Mela is the perfect place to share the love of kurukure.With an Instagram-worthy dedicated zone for kurukure, why we are in South Asia. Discover what one of our most popular snacks is, and get ready to join the Krukre Troupe leading this year’s flash mob!
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