New Look and Morphe to host festival-themed masterclasses at Klarna's 'Klarnival'
Klarna will host an online event to make up for the disruption to festival season due to Coronavirus. A range of solo artists and bands will perform alongside festival-appropriate masterclasses.
"Klarnival" events include a "how to transform your garden into a VIP-worthy glamping experience" with Go Outdoors and Comet, a step-by-step guide to festival-style eye make-up with Morphe and a styling masterclass with a New Look stylist.
Go Outdoors, Comet, Morphe and New Look will also be providing giveaways each day.
The show will be broadcast via Instagram Live and Facebook Live for four days from 20 August. Each musician will perform a 20 minute set – for which they will be paid – and Klarna will also make a donation to charity Help Musicians.
Commenting on the new 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."
AJ Coyne, Head of Consumer Marketing at Klarna, said: "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 foreseeable.
"'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."