Attitude’s Pride at Home digital festival, originally born of necessity in the heart of 2020’s lockdown, attracted almost 750,000 people to Attitude’s online and social platforms over nine days last summer, to see 100 pieces of all-new content in celebration of Pride month.
It was a smash hit – widely lauded for offering everyone access to some Pride love, wherever they were. So why wouldn’t we do that again? But bigger and better?
For 2021, Attitude Pride at Home, in association with Klarna, is back with a bang, now with our returning friends at Klarna installed as headline sponsor, with a yet-wider range of content and an extended, 11-day run that begins with the publication of a bumper Pride issue of Attitude on 17 June and includes two full weekends to close on 27 June.
And this one-of-a-kind digital festival boasts a stellar cast list – with exclusive performances from Ava Max and L Devine, DJ sets from Joel Corry and Josh Harrison, and the personal Pride recollections of Bob the Drag Queen and Glow Up’s Dominic Skinner.
Plus, readings from Jamaican swimmer Michael Gunning and comedians Tom Allen and Rosie Jones, plus drag superstars Baga Chipz and Cheddar Gorgeous lip-syncing for their legacies.
AJ Coyne, Head of UK Marketing for Klarna UK, says: “For the second year in a row, Klarna is proud to be partnering with Attitude for its Pride at Home experience.
"Klarna not only champions diversity and self-expression within its own business, but at a time when global communities and individuals have been forced to socially distance and spend time apart, we feel it’s so important that we use our platform to bring positivity and togetherness – amplifying LGBTQ+ voices and, hopefully, bringing lots of fun and happiness along the way!
"We look forward to strengthening our longstanding relationship with Attitude and partnering with LGBTQ+ charities. Let’s celebrate!"
PARTY CENTRAL WITH KLARNA
Klarna’s Opening and Closing parties return, on Saturday 19 June and Saturday 26 June respectively, adding some sparkle to your Saturday nights.
Exclusive live performances, in addition to those already mentioned, include Anne-Marie, Pose star Dyllón Burnside, Tia Kofi, Ella Henderson, Bright Light, Bright Light and Darin.
With DJ sets from The Glory with John Sizzle, Jonny Woo and A Man To Pet and then from UK Black Pride with Mark-Ashley Dupé. Plus special performances from the Royal Vauxhall Tavern and the London Gay Mens’ Choir.
All of this will premiere at youtube.com/attitudemag. Keep an eye out for the posters.
SPEAKING OF PRIDE, EMPOWERED BY BENTLEY
We’ve been out and about in the one-off ‘Unifying Bentley Flying Spur’, asking some friends of Attitude to hop into our high-end mobile studio and offer a reading that speaks to them as we hope it will to you.
Featuring Jamaican swimmer Michael Gunning, comedians Tom Allen and Rosie Jones, the redoubtable Lady Phyll and author Juno Dawson.
PRIDE POWERPLAY, SUPPORTED BY SWATCH
Start and end your weekends right with our exclusive DJ sets to set you up on the evening of Friday 18 June and bring the party home on Sunday 27 June.
Settle down with chart-topper Joel Corry, Outhaus hottie Josh Harrison and Homobloc with Will Tramp.
MY PRIDE, SPONSORED BY TAIMI
The personal Pride recollections of legend Bob the Drag Queen, the artist that is Alaska Thunderf**k, Drag Race UK winner Lawrence Chaney, fashion designer Henry Holland and BBC Glow Up’s Dominic Skinner.
No threat of elimination here, but these girls are lip-syncing for their lives!
See exclusive performances from housewives’ favourite Baga Chipz, the erudite Cheddar Gorgeous, the fabulous Asttina Mandella, the gorgeous LaLa Ri, super-slayer Barbs and say hey hey to ShayShay.
ATTITUDE PRIDE AWARDS REBOOTED
There’s more, too, as the ultimate LGBTQ prizegiving returns in the virtual space, with the Attitude Pride Awards acknowledging those who have triumphed over tragedy, achieved extraordinary feats or served the community selflessly in the third sector and elsewhere.
Over 10 days we will reveal a different 2021 winner every day, sharing real stories about real people making a real difference. Not a dry eye in the house, we promise you.
TO BENEFIT LGBTQ CAUSES
And all of this good stuff is to benefit LGBTQ causes via the Attitude Magazine Foundation, with £5500 already pledged to 10 different charities before the fundraising proper starts.