Alkaline Announces New Rules Festival In London

Dancehall star Alkaline, in collaboration with New Era Productions, has confirmed the New Rules Festival will take place at London’s iconic OVO Arena Wembley on April 17, 2025.

The event will mark Alkaline’s first UK performance in eight years

“It’s been in the works for some time now, and I know my fans in the UK have been waiting a long time, and now the date is locked. So, get your tickets,” Alkaline said in a release to DancehallMag.

“Alkaline’s brand and the demand for the New Rules Festival are undeniable. When we analyse the fan base, which is expanding globally, there is a clear appetite for culturally significant and wholesome entertainment experiences. New Rules Festival provides the market with that,” said Kereena Beckford, Alkaline’s Manager.

The indoor Wembley Arena has a seating capacity of 12,500.

Tickets for the event will go on sale through Live Nation on Friday, November 22, 2024, at 10:00 AM (GMT)

The event’s first staging in 2017 in Kingston, which saw performances from Mavado, Shaggy, Tarrus Riley, I-Octane and Jahmiel, had pulled thousands of exuberant fans.

In February 2020, following a two-year absence, Alkaline announced that the second staging of New Rules had been scheduled for the National Stadium in Kingston on April 25. However, the show was not to be, as the COVID-19 virus became a pandemic mere weeks after the announcement.

New Rules has since returned with successful stagings in Miami (2022) and New York (2023).

“Alkaline’s return to the UK follows recent successes, including a BPI Silver certification for his collaboration with WSTRN on the track Txtin’,” the release said. “This collaboration showcased his versatility as an artist and his ability to cross into different music genres.”

It continued: “His groundbreaking feature in Givenchy’s 2023 Summer Collection campaign further solidified his influence, as he became the face of the men’s global advertising campaign for Givenchy Spring-Summer 2023. This collaboration highlighted the contrast between Givenchy’s tailoring heritage and the urban aesthetic Matthew M. Williams had established for the brand, further cementing Alkaline’s status as a trendsetter in the music and fashion industries.”