MUMBAI: After the most spectacular house-warming party Mumbai has ever seen, Pepsi MTV Indies - the world’s largest platform for independent sub cultures has crossed over 17 million homes in reach within just two months of its launch. The channel dedicated to showcasing indie music and other indie subcultures across other art forms including independent films, graphic art and comedy. Pepsi MTV Indies is available across leading DTH and digital cable platforms, has a content rich responsive website and a unique indie music discovery app across iOS and Android.
The programming of the channel includes mood based user generated playlists, artists busking on the streets of India, indie‘pedia’ to bring viewers upto speed on the happenings in the indie world, stories from amazing world that exists backstage, insights into iconic album art of our time, showcasing unusual suspects, graffiti art, bespoke automobile designing and avant garde fashion.
Speaking about the phenomenal success of the channel, Aditya Swamy, Head – Pepsi MTV Indies, said, “Our goal is to be the worlds largest indie stage and the start couldn’t have been better. With a content line up that doesn’t exist on any other broadcast platform, this is a truly differentiated offering and the initial feedback has been very exciting. Indies is a collective, and so many people in the indie scene are treating this as their own platform and are working with us. With the basics now in place, it’s time to crank up the action”
For on air content, along with a repository of original content that Pepsi MTV Indies already has, it has also tied up with the likes of Balcony TV, Indie Earth and Bluefrog TV for more content and will be exploring more partnerships of a similar nature in the future to keep the music fresh and the videos interesting for the audience that’s always in search of something new.
As a part of its on ground footprint, Pepsi MTV Indies has been associating with some of the hottest gig in town. From F.A.M JAMs (Films Arts Movies) at The Daily, Bandra to creating an innovative music sharing station at the Converse Rubber Tracks Finale when Mumbai found a new gig venue in the form of Richardson and Crudas to crowd-sourcing one band entry which turned out to be the highlight at the DIY Day in Delhi, Pepsi MTV Indies has been leading the revolution in the way the youth are experiencing music today.
The channel, Pepsi MTV Indies seamlessly integrates into the digital world. A slick, editorially rich, responsive website ensures a delightful user experience across devices. With videos streaming, users can create playlists, share gig updates and feel the experience of other indie fans up close and personal. On the mobile front, a unique Indie music discovery app has been created which is accessible across all Android and iOS platforms. Concerts and festivals are a key part of the Pepsi MTV Indies footprint. Recently, Pepsi MTV Indies also became the official launch partner for the eagerly awaited album created by indie rock legends Indian Ocean in association with some of the biggest names from the Indian music scene, thus making it one of the most sought after destinations for everything indie.