The swing dancing event, taking place at The Camden Centre on 24 January, will feature a Jazz FM-branded room dedicated to beginners. It will be called the Jazz FM Peppermint Candy Swing Starters Room, named after the radio station brand's dedicated vintage jazz, swing and big band programme, Peppermint Candy.
There will also be a Jazz FM dance competition at the ball, with details of the format to be confirmed. The brand will be supplying prizes to be given to competitors.
The main ballroom will be decorated with Jazz FM branding, including projected logos, banners, pop-ups, as well as fliers around the event.
Twenty 'taxi' dancers wearing Jazz FM branded t-shirts will help to teach and encourage guests to dance confidently on the dance floor as part of the experience.
Other highlights of the event will include European swing dance champions, the Swing Patrol Dixie Dinahs, who will inspire the crowd with one of their award-winning routines, and a new dance troupe – the Swing Patrol Brat Pack – who will be performing for the first time.
Bob Sinfield, presenter of Jazz FM's Peppermint Candy, said: "Dancing to jazz is such a pleasure. Since Swing Patrol launched in the UK five years ago thousands of people have been able to enjoy the style, energy and fun of swing dancing. It’s a great way for people to discover incredible jazz music for the first time."
Scott Cupit, managing director of , added: "People attending Swing Patrol’s lessons learn a new activity, discover vintage fashions and meet new people – but many also discover music from artists such as Ella Fitzgerald, Nina Simone, Lionel Hampton and Louis Armstrong for the first time.
"Pointing them to Jazz FM enables them to hear music from jazz legends as well as new jazz and blues music selected by the UK’s finest presenters. It’s exciting to have Jazz FM partner with us for this event."
in 2014.
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