Klarna, a global payment and shopping service, has announced its first
online festival, Klarnival, taking place from 20 August to 23 August.
New Look, Morphe, Go Outdoors and Comet will host festival-themed
masterclasses at the event.
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There will be 20 bands and solo artists playing live but virtually.
Each musician will produce a 20 minute set broadcast via Instagram and
Facebook Live. Artists including The Kings Parade and Greg Pearson will be
AJ Coyne, head of consumer marketing at Klarna, said in a statement: “We
are delighted to be working with our merchants and Help Musicians to
support the music industry. Music and festivals is a huge passion point for
our audience and they’re gutted that IRL festivals are cancelled for the
“Klarnival has been developed to give back to both the music industry
and Klarna consumers, by providing them with a unique experience, packed
with exclusive content, including a fantastic line-up of talented artists
directly into their homes.”
Commenting on the campaign, Help Musicians said: “Music has kept so
many of us going recently, yet tens of thousands of musicians have had
their income all but wiped out. It is wonderful to see creative initiatives
like ‘Klarnival’ providing opportunities for musicians and every penny
raised means Help Musicians is able to reach more musicians with not only
financial hardship support, but also creative development opportunities and
a boosted mental health service in such difficult times.”
Photo credit: Klarna