On the 27th November 2010 Smirnoff embarked on their most ambitious experiment yet – getting 14 cities around the world to swap nightlife for one night only.

Each country “exported” their party to another country in a crate packed with ideas contributed by fans and a chosen curator in each country.

As well as Brazil, Australia, India, Poland, Venezuela, Argentina, Ireland and Lebanon, the Best of British Nightlife was sent out to Miami, with their offerings landing in East London, at the Troxy.

All 14 parties were held on the same night, with Zane Lowe picking what went stateside to Miami. He also DJ’d at the UK party alongside Ninja powerhouse Jaguar Skills, with live performances on the night from chart topper Example and Tinie Tempeh.

Jo was there on the night to cover all the action and created the official podcast:
Smirnoff Nightlife Xchange Project by JoYoule


The Smirnoff Experience series kicked off in 2007, making Moscow its first stop, before hitting Shanghai, Paris and New York.

It’s aim was to create original nightlife and one off musical collaborations.

Faithless were first to hook up with the Moscow Chamber Orchestra to re-interpret their back catalogue, Mark Ronson re-hashed Duran Duran’s tracks during Paris fashion week at Le Cigale,┬áHard-Fi hooked up a troupe of traditional Shanxi Drummers, and for the grand finale hip hops godfathers and modfathers made history.

Jo made a series of podcasts for  the Smirnoff Experience Series you can check out:
Smirnoff Experience NYC – Original Nightlife – Grandmaster Flash & Hot Chip by JoYoule
Smirnoff NYC podcast 02 -Nas, N*E*R*D, Dizzy Rascal & Grandmaster Flash by JoYoule

She also interviewed Mark Ronson for BBC 6 Music about his obsession with Nick Rhodes hair before he re-worked their classic tracks for the Paris leg of the series – check it out here

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