Max HeyraudSmirnoff Invites You To Be In The Mix As They Launch ‘The Summer of Music’ at Forbidden Fruit this weekend. Be In The Mix at their festival hub which highlights fresh and exciting talent from Ireland’s vibrant music community.
Smirnoff believes that there’s a stage for everyone and building on their history of supporting under-represented communities in the music industry, the Summer Of Music campaign will strive to make music experiences more accessible for everyone, from consumers to artists.
The Summer Of Music will see the brand curate microcosms of dance music culture across Ireland’s biggest festivals and concerts including Forbidden Fruit, All Together Now, Electric Picnic, and some of the biggest gigs across the nation.
Smirnoff kicks off the Summer Of Music by curating an all-encompassing lineup of Ireland’s new wave of music artists as they give back to the crusade of rising talents who have been working tirelessly to carve out their imprint on Ireland’s vibrant music scene. From eclectic collectives to electrifying DJs, they invite everyone to get involved in the midst of the Forbidden Fruit backdrop.
The space will act as a hub for connection and unity as Smirnoff welcomes festival-goers to swing by for a drink, listen to music curated by the local dance music community, and immerse themselves in the festival. It’s the place to Be In The Mix, whether it’s DJs mixing tunes, Smirnoff mixing drinks, or mixing and mingling with your mates.
Forbidden Fruit is Dublin’s longest-running city-centre festival which is an ideal spot for the brand to share its commitment to giving back to the Irish dance music community by extending its platform to a diverse range of unique and emerging artists. The lineup boasts a wealth of talent as they handpick a dynamic roster of DJs, artists, and collectives, bringing them all under one roof to soundtrack the start of the ‘Summer Of Music’.
The lineup features an expansive range of sounds, from Ireland’s new-wave of dance music talent, from forward-facing artists to some of Ireland’s most innovative and inclusive parties. Saturday starts with Mo Cultivation, a community-focused hub that showcases the best of Irish and international urban culture, followed by Honeypot, a Dublin club night and community for gay girls and friends who’ve been advocating for safer spaces for Dublin’s marginalised dance music scene. Moving Still completes Saturday’s lineup with his Middle Eastern-tinged house music rhythms, following a release on Palms Trax’s imprint.
Foxgluv begins Sunday with S-Agenda & ÓIR as they represent the Dublin-based collective that promotes and engages under-represented creatives through their work. Next up is multi-genre, Chicago-born Governess, a stalwart of the Irish scene for over a decade, best known for her genre-fluid DJing and advocacy for the Irish creative scene. Club Comfort, one of Ireland’s most influential contemporary queer parties, will round out the Sunday lineup, having been pushing the boundaries of music and queer party culture since 2017.
If you’re at Forbidden Fruit make sure to pop down and say hello as we’ll be there to capture the fun!
