Ballantine's True Music and Soho Radio have teamed up to host a pop-up in London's Soho this week, featuring a series of live radio broadcasts, live vinyl sessions and a pop-up record store.
Taking place from the 18th to the 22nd April at 98 Berwick Street in the heart of Soho, the collaboration is part of Ballantine’s True Music platform which "represents and celebrates local music communities, and the diverse artists and fans that make them thrive".
Throughout the week, DJs and collectives like Kitty Amor, Shy One, Jay Carder, Enny, SHERELLE, Shesaid.so, Saffron and Tamar Collocutor will be live on Soho Radio, as well as playing live vinyl sessions which will be recorded and auctioned post-event.
There will also be a Ballantine's True Music x Soho Radio shop, featuring records specially curated by record stores and record labels, as well as print magazines and books from Moof Magazine, Shindig! Magazine and Rough Trade. The final day of the pop-up coincides with Record Store Day.
As well as the pop-up, Ballantine's True Music will continue with their commitment to support community by awarding two new grants in partnership with Soho Radio. The two grants will be given to one independent record store and one community radio station to assist with making their spaces more diverse and inclusive. You can apply for the grant before the 2nd May here.
Speaking about the importance of record stores and the vinyl culture, Tom Elton, Head of Culture and Partnerships for Ballantine’s, said: "Record stores not only play a vital role in shaping music culture globally, but also within local communities as a place for people to discover new music, share stories and make meaningful connections. We hope that through this event, we will continue to see independent record stores receive the support and appreciation they both deserve and need."
The Ballantine’s True Music x Soho Radio pop-up will be open from 10AM until 8PM daily from the 18th to the 22nd April at 98 Berwick St, W1F OQB. Those who can't make it down to the pop-up can listen live or listen back to shows on sohoradiolondon.com. For more information about Ballantine’s True Music and the pop-up event, click here.