MUMBAI: This World Music Day, LIVE Viacom18pledges to provide an array of music and entertainment experiences tailor-made for the Indian diaspora. It will provide anideal platform forpopular music genres by way of the wide rangeof IPs from Bollywood to EDM to Rock and much more.
Bollywood music is an eternal favorite for most Indian audiences. With increasing global awareness, the average Indian is exposed to international music and trends &evolution. In recent times, Electronic Dance Music (EDM) has also seen a surge in popularity, as anelectrifying genre with an infectious dance vibe.Live Viacom18 has been instrumental in creating an innovative genre called Bollywood Dance Music (BDM) which sees these two popular genres fusing in an avatarnever seen before. In celebration of this novel genre, an experiential property – MTV Bollyland was launched last year. MTV Bollyland has, as a focused decision, decided to expand its reach with 12 club nights for urban audiencesand 12 City Concertsfor Tier II cities with the aim of making this mesmerizing experience available to a broad audience.
Emerge,true to its name,is a platform for upcoming internationalartists to provide invigorating new experiences for the Indian audience. Memorable performers from the past three editions includeJeremy Loops, Dinner and a Suit, and Engine-Earz and UK Producer Asa. The property’s impact will be amplified with a monthly presence pan-India, starting this August. There will be sixmulti-city club tours featuring upcoming artists from across the world and two large format, day-long city festivalsin the coming months till March 2015. Emerge will have upcoming artists and music trends from across the world performing over a period of eight months. Artist announcements will follow every month.
Vh1 Supersonic, the hottest EDM property on the block, which started off with a bang last December on the sunny sands of Goa, will travel across India in the form of over 100 gigs and concerts with electrifying performances from renowned international and Indian artists. Vh1 Supersonic Arcade is a series of concerts which will be held across the country from September onwards.Vh1 Supersonic ClubNights will see talented national and international DJs perform in clubs across various cities.Vh1 Supersonic Campus 101, created especially for the youth of today will be woven into college festivals across the country. All legs of Vh1 Supersonic will engage EDM lovers with a steady stream of gigs throughout the year and will seamlessly lead into the eagerly awaited main event Vh1 Supersonicin Goa this December.
Music is consumed across a variety of platforms by the evolved Indian, today. To stay at the forefront of this phenomena, Live Viacom18 will engage with music aficionados across its revamped social media platforms. Independent web destinationswill serve as entertainment hubs for each of these genres.
In taking these giant strides, the personal experience of mobile has also been integrated with dedicated applications for EDM fanatics and a mobile platform that will enable the discovery of new music for the discerning.The primary objective of these digital initiatives is to unite like-minded individuals to form a music community.
On the occasion of World Music Day, Mr. Jaideep Singh, Sr. Vice President and Business Head – INS, Viacom18 Pvt. Ltd. says, “India’s youth population is at an all-time high of 70%. A considerable percentage resides in urban centres. They are exposed to myriad genres and have individualistic and multiple tastes, which often overlap. Bearing this in mind,we have conceptualized and created multiple IPs that experimentwith various music genres and mix sounds for loyalistspan-India. In fact, LIVE Viacom18 will reach outto a wide audience across a number of Indian cities and targetvaried audiencespectrum withdistinctive properties.”
On World Music Day, through 150+ live events across various music genres, LIVE Viacom18 promisesevery weekend to become a musical weekend.