Ballantine’s True Music X Soho Radio Announce Pop-up Hub Celebrating Independent Record Stores

Ballantine’s Scotch whisky and online community station Soho Radio are partnering for a five-day (April 18th– 22nd) takeover at 98 Berwick Street in the heart of London’s Soho culminating on Record Store Day. 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.

The Ballantine’s True Music x Soho Radio pop-up will showcase local music scenes and themes, shining a light on the unique culture of independent record stores and the important role they play in shaping music culture across the globe. The takeover includes:

Ballantine’s True Music x Soho Radio Live daily radio shows hosted by Shy One, Jay Carder, and Tamar Collocutor, alongside Ballantine’s True Music alumni including Motivando a La Gyal (Colombia) and Karne Kulture (Spain).

The Ballantine’s True Music x Soho Radio Vinyl Sessions where performances from international artists such as Enny will be cut directly to vinyl. Recordings from these exclusive sessions will later be auctioned to the public.

The Ballantine’s True Music x Soho Radio Shop where fans can purchase the best in independent music from a hand selected batch of records curated by record stores and record labels. Music literature will also be on sale with titles such as Moof Magazine, Shindig! Magazine and Rough Trade books available.

The Ballantine’s True Music x Soho Radio Grant where in continuation of Ballantine’s True Music legacy of supporting local music communities, two grants will be awarded to support projects that allow local community music hubs* to open up their space to be more diverse and inclusive. Applicants can apply for the grant between the April 11th – May 2nd here.

Tom Elton, head of culture and partnerships for Ballantine’s commented “We’re excited to be heading into London’s Soho, the heart of record stores, as those shops gear up for Record Store Day. Ballantine’s has always been about championing independent and underrepresented music scenes and like Soho Radio, we are huge advocates for celebrating emerging talent and making music more accessible. 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.”

Rachael Bird, station manager of Soho Radio London added "We are so excited to partner with Ballantine’s as Record Store Day is around the corner. The collaboration will allow us to share Soho Radio with Ballantine's fans, showcase our vinyl sessions with some amazing artists, celebrate music from around the globe, all whilst supporting independent record labels and shops. We are both so passionate about spotlighting local scenes and artists, that we will collaborate for the week and beyond to amplify and provide support for these music communities. It is the perfect partnership."

The Ballantine’s True Music x Soho Radio pop-up will be open between 10am – 8pm daily from April 18th – 22nd at 98 Berwick St, W1F OQB. Fans who can’t make it down to the pop-up can listen live or listen back to shows here.

For more information about Ballantine’s True Music visit here.