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LIVE Viacom18 announces expansion of ‘MTV Bollyland’

A treat for Bollywood lovers with a contemporary twist of EDM beats, the annual property will travel across India with 12 Club Nights and 12 city concerts

BestMediaInfo Bureau | Delhi | June 20, 2014

MTV Bollyland Club NightsIn India, Bollywood is a religion bringing together people from all walks of life. Fusing this sound with another popular music genre that is making waves globally, LIVE Viacom18 has introduced MTV Bollyland Club Nights.

The enthralling Club Night series is an extension of the annual MTV Bollyland property by LIVE Viacom18 which has been specially conceptualized to ensure that music aficionados across the nation can experience the thrill of a live concert. Additionally, it also provides an apt platform for popular Indian artists to experiment with Electronic Dance Music beats and instantly connect with their audience which is increasingly opening up to an array of world sounds.

Multiplying MTV Bollyland 2014 into several platforms which include 12 club nights and 12 city concerts PAN India is a conscious decision on the part of LIVE Viacom18 to reach out the significant tier II markets. Awareness of global music amongst the audience in these regions is rising rapidly and they are attuned to the international trends and developments. They however also have the characteristic affection towards Bollywood which comes naturally to Indians and MTV Bollyland 2014 is a harmonious amalgamation of two widely loved music categories.

The hottest Bollywood-EDM fusion property on the block, which started off in the Kingdom of Dreams – Gurgaon last December, will travel across the country in the form of multipleclub nights and concerts. MTV Bollyland Club Nights is a series of 12gigs that will be held across the country from June onwards; MTV Bollyland City Tourcomprises of 12 consecutive city concerts both spanning across some of the key Indian cities.

Jaideep Singh Jaideep Singh

Commenting on the new avatar of MTV Bollyland 2014 in the country,  Jaideep Singh, Sr. Vice President and Business Head – INS, Viacom18 Pvt. Ltd. said, “In the past year, we have successfully curated experiential properties across popular music genres. To cater to a diverse and evolving audience, our platforms provide world class musical experience by Indian and international artists. In alignment with our growth plan, we have created extensions for our flagship IPs to widen the reach to tier II markets, thus contributing to the spread of music pan India and enhancing consumer experience.”

MTV Bollyland Club Nights are set to kick off with the preliminary gig at Royalty in Mumbai on Friday 20th June 2014 09.00pm onwards and will feature the king of Bollywood mash-ups DJ Chetas and queen of Bollywood playback singing Neha Kakkar on one stage. As a special treat for the patrons of the property, Humpty aka Varun Dhawan from Humpty Sharma Ki Dulhania will celebrate his reel life bachelor party at the first leg of MTV Bollyland Club Nights.

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