Live Nation’s Embrace LDN Adds Second Date After Presale Sells Out in Under an Hour
Live Nation and Festival Republic’s new London festival, Embrace LDN, has added a second show featuring Josh Baker b2b KETTAMA b2b Prospa after the first date sold out within an hour of presale opening. The collaboration will now headline London’s Finsbury Park on July 3 and 4, 2027, giving the new festival an early demand story before its full lineup has been revealed.
According to DJ Mag, presale opened at 10 a.m. BST on September 29, with the Saturday show selling out within an hour. By 11:15 a.m., a Sunday performance had been announced.
A New Festival Built Around a Shared Headline Set
Embrace LDN was announced for July 2–4, 2027, with Baker, KETTAMA, and Prospa as its first headline booking. The added date extends their appearance across two days within that previously announced festival weekend.
As Dork reported when the festival was announced, Festival Republic described a program bringing established artists and emerging acts together, with an emphasis on local-community collaboration. Further programming remains to be announced.
From Coachella Collaboration to London Headliner
The combination has a performance history behind it. Baker, KETTAMA, and Prospa appeared together at Coachella’s Campground Party in April 2026, opening the festival’s second weekend with a back-to-back-to-back set. The Finsbury Park announcement billed their London appearance as their biggest headline show together to date.
Although the billing features three acts, the collaboration brings four performers behind the decks: Baker, KETTAMA, and the two members of Prospa. For the festival launch, that shared configuration gives audiences a specific attraction to buy into before the supporting lineup is complete.
What the Sellout Suggests About the Launch Strategy
From a promoter perspective, the notable feature is how much of the launch rests on the combination itself. Embrace LDN has made a joint performance its opening statement, giving the new festival an identity tied to an established collaboration.
The speed of the sellout suggests that this booking was enough to generate substantial early demand. It does not establish how much of that demand came from each act’s individual following, the appeal of seeing them together, or the wider promotional campaign. It does, however, show that a new festival can secure a strong initial response before announcing a complete bill.
Artist programming is also central to the expansion of established event brands. In Los Angeles, Framework’s re:frame Season 2 expands into a winter series of more than 25 nights. Embrace LDN offers a different example: launching a new property around one headline collaboration, then adding another performance in response to ticket demand.
July 4 Tickets and Further Announcements
At the time of DJ Mag’s September 29 report, Sunday presale tickets had reached the fifth release, priced at £110.40 for general admission. General sale for remaining July 4 tickets was scheduled for 10 a.m. BST on September 30.
Both performances are listed on Live Nation’s official Embrace LDN page, where readers can find event listings and ticket links. Prices and availability may change as sales continue.
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