London’s famous Notting Hill Carnival is taking place this weekend and it’s being sponsored by games publisher Activision.

The firm is using the event to promote its forthcoming multi-format title DJ Hero, which is currently being developed by FreeStyleGames.

Norman Jay, who has performed at the event for nearly 30 years, is showcasing the title.

DJ Hero will launch this fall for Xbox 360, PS3, PS2 and Will and will be bundled with a turntable peripheral.