Zee Music gets jiggy with 'Aaja Naachle'

MUMBAI: 'Get wet and down right funky' that's Zee Music's idea of fun. Starting this Sunday, Zee's music channel will host music concerts at Water Kingdom, Essel World, in Mumbai. 

To be held for eight weeks, the concerts will be aired on the channel from 24 April as one and half hour specials.

Building up the brand line 'Sound of India', each show has a region specific theme. Jumpstarting with the Marathi pop music gang that includes the likes of Vaishali Samant, Shaswati, Avdoot Gupte, it will also feature bands including Bombay Viking.

With the Indo-Pak friendship getting a lot of hype at the Zee Cine Awards, the channel has flown a few senior Pakistani artistes to India for a concert.

"We aim to give a platform for budding music talents in India. So, each of the show will feature two or three senior artists who will ready the stage for a few talented new comers. We have specially hosted the events at Water Kingdom, since we wanted to give something special to our Water Kingdom patrons as it is the sixth anniversary of the theme water park, " said Zee Cinema and Zee Music business head Yogesh Radhakrishnan.

Speaking about the special invitees of the event, the Pakistani artists, Radhakrishnan said, "Artists from Pakistan have been talking about performing in India for quite some time now. So when we were planning the event, we decided to go for them"

While the sister concern etc has built up quite a loyal fan following with similar kind of concert programmingNaach meri jaan, Zee Music attempts to build interactivity. The channel also hopes to build up its audience base. "During the airing of etc's live shows, we realised that the events were giving us high ratings. So we decided to do something similar for Zee Music. Being a music channel, interactivity is something that you need to build up on," Radhakrishnan said.

The channel will also be organising few local contests. Radhakrishnan further informed that many interactive shows and programming initiatives are in the pipeline.

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