At a time when the music festival space has exploded to such an extent in our country, it is indeed a struggle for any individual property to stand out. With such stiff competition, especially in December, which is India’s “Season Time”, we managed to catch up with the Vh1 Supersonic team at the Viacom18 office, and had quite a perspicacious session with the team behind one of the most looked forward to festivals on the Indian festival scene.
With a diverse outreach and and excellent model for growth, Viacom18 has come a long way in 2 and a half years since they launched themselves as a player in the live entertainment market. Their content is available in 40 countries and they have a digital reach of over 95 + million through various outreach mechanisms.
According to Jaideep Singh, Senior EVP and Business head- LIVE Viacom18, saturation is a major problem which can be seen in the dance festivals nowadays and it is extremely important for a festival property to keep on re-inventing themselves so that they can still be relevant to their consumer base. Jaideep feels that repetition will kill the exploding scene.
The line up for this year’s Vh1 Supersonic is diverse and caters to everyone. The artists on the roster have never performed in India before or are coming to India after a long time. The techno line-up this year which is associated with Awakenings is probably the best in Asia.
The main focus for the festival however, will always be You, the fans. With a brilliant new concept, Vh1 Supersonic intends to try and make the festival entirely consumer-centric. Here’s how:
- As could be seen with the line up announcements, fans can even host the entire festival! Jim Bean and Vh1 Supersonic have tied up for a VJ competition, where fans have a chance to host the VH1 Live Stream!
- Vh1 Supersonic & Hungama will also launch a digital contest where a few lucky winners will get a chance to be a part of the HungamaSuperBus road trip. The bus that leaves from 3 cities – Bangalore, Pune and Mumbai, and will drop fans straight to the festival.
- The Vh1 Supersonic app for all iPhone and Android users has also been revamped so that fans are forever up-to-date with the details about Vh1 Supersonic Goa, the cool after parties and the Arcade. They have designed the app in a manner that it will act as the single source of everything related to dance music. (Download here: Android: http://bit.ly/1EnhugU IOS: http://apple.co/1danAVn)
- An absolutely well rounded line up, with the best artists in the world to cater to lovers of every sub genre of Electronic Music. The UKF & Arms & House Stage for lovers of Bass Music, The Awakenings Stage for lovers of Techno, and the biggest names from the Big Room, Progressive and Electro House
- Along with the line up, Viacom’s aim is to completely change and develop an all round festival experience for the attendees. With free water kiosks, fully functional ICUs, tie ups with Manipal Hospital, security teams from South Africa; they have upped the ante on all spheres, from health to security, especially Women’s Security.
Article by Shubham Shastri & Shule Puri
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