Claimed to be the biggest Bollywood dance music festival ever, MTV Bollyland, brought together by Live Viacom18 and Cineyug Entertainment, is all set to take off in exactly two weeks. Jaideep Singh, Sr. Vice President and Business Head – INS, Viacom18 Pvt. Ltd., tells us more about this first of its kind festival that is anticipated to attract over 15000 attendees.
EE: What is MTV Bollyland?
MTV Bollyland is a first of its kind property that will create a fascinating fusion of the leading music genres like Bollywood and Electronic Dance Music. With this property, we want to create a platform for talented Indian artists to showcase their talent in an international format.
EE: When is it happening?
The two day festival will take place on 28th & 29th November at Unitech Golf & Country Club in Noida. It has been conceptualised by LIVE Viacom18, a subdivision under Integrated Network Solutions in Partnership with Cineyug Entertainment Pvt Ltd.
EE: What is the line-up?
The artist lineup includes some of the biggest names in the music industry such as YoYo Honey Singh, Mika Singh, Sunidhi Chauhan, Hard Kaur, Benny Dayal, Shalmali Kholgade, Neeti Mohan, Shibani Kashyap and DJs like DJ Aqeel, Chetas, NYK & Khushi. This festival will give Indian audience a chance to experience their favourite artists and music in a new way.
EE: How are you planning to maximize its reach?
While the music festival will take place over two days at Unitech Golf and Country Club Noida, It is also a live IP that would be telecasted on MTV in a 1 hour special episode. We might also telecast three or four ‘making of’ videos that would capture the behind the scenes action. Post its inception; the festival will expand its reach to international audiences as well.
EE: What is MTV’s role?
MTV Bollyland has been mutually developed by LIVE Viacom18 and Cineyug Entertainment. It was a collective decision to work with MTV, to give the festival a strong backing from one of the most powerful brands in the music space.
EE: A music festival based on Bollywood music is indeed a novel concept. What will be the vibe?
With a great team in place, we are aiming to provide a larger than life music experience for our consumers. The entire ambience is going to be set up with larger than life installations, Bollywood inspired areas which will showcase some of the best from the Bollywood world. For those who would want to take back memories, other than the music, can buy some spunky Bollywood inspired merchandise in shops set up at the venue. With such a pool of great talent, coupled with a great line up of artists and fun activities, the entire festival will cater to everyone’s need, musical and non musical.
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