Spotify’s in-house urban music team together with SJM are promoting a hip-hop and grime concert dubbed Who We Be at London’s Alexandra Palace, Nov. 30. 

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Who We Be - at Alexandra Palace

Who We Be is also the name of one of Spotify’s most listened-to playlists in the UK. The most avid listeners among its 140,000 followers received priority access to tickets for the concert featuring Bugzy MaloneDizzee Rascal, GiggsStefflon DonJ Hus and Cardi B.

Regular tickets went on sale Sept. 11 on Ticketmaster, SJM’s Gigsandtours.com and See Tickets.

Spotify said moving into live music was a “milestone” for the company.

“Spotify has worked tirelessly to support British talent over the last year, and we’re proud to have played a key role in the success of various urban genres such as grime and rap,” said senior editor Austin Daboh, referring to success stories such as the one of Bugzy Malone.

The grime icon from Manchester started out on Spotify’s New Music Friday playlist, “progressing onto Who We Be and then ending up on Hot Hits UK – the UK’s largest pop playlist.” 


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Alexandra Palace

Lucy Fenner, commercial director of Alexandra Palace, told Pollstar: “We are delighted Spotify chose Ally Pally to host its first ever live music gig in the UK, I am sure we will continue talks to host more events together in the future.

“Following the hugely successfully Skepta concert broadcast live on Apple Music it was suggested by SJM (the promoter for both) that Ally Pally would be the perfect venue to also host the Spotify event for an audience of 10,000.”