Tradition Must Never Die! Digitaldubs’ Sound System at Rio Carnival, Powered by VP Records
A staple of Rio de Janeiro’s alternative carnival scene, Digitaldubs once again brought the deep grooves and heavy bass of Jamaica to the city’s festivities—this time with support from VP Records. Inspired by London’s legendary Notting Hill Carnival, this post-carnival celebration channels the vibrant energy of street sound systems, where reggae, dub, and dancehall take over the streets and move the crowd.
The connection between sound system culture and carnival is undeniable, woven into the fabric of the Caribbean diaspora worldwide. Nowhere is this more evident than at Notting Hill, a global reference for this fusion of music and celebration. Digitaldubs carries this spirit into Rio Carnival, blending the essence of Jamaican sounds with one of the world’s most iconic cultural spectacles.
With VP Records amplifying the moment, the sound system filled the streets with the anthems that define reggae and dancehall culture. “Carnival is a time of transformation, and reggae is a force of unity, resistance, and healing,” says MPC, who founded Digitaldubs in 2001. “When the bass hits the streets, we feel the energy shift—bringing people together, rebalancing spirits, and spreading a powerful message of love and consciousness.”
As the home of reggae music, VP Records is proud to support the global movement of sound system culture. Carnival and reggae belong together—let’s keep the tradition alive!
