Seagram's Royal Stag unveils second edition of Royal Stag BoomBox

Celebrating the spirit of ‘Living it Large’, Seagram’s Royal Stag has unveiled the second edition of Royal Stag BoomBox, a musical festival.

In an exclusive preview in Mumbai on February 7, 2024, the brand unveiled what’s in store at the second edition of Royal Stag BoomBox.

This year’s line-up includes eminent artists Badshah, Armaan Malik, Nikhita Gandhi, Neeti Mohan, Dee MC, Ikka, Dino James and DJ Ali Merchant.

Royal Stag BoomBox brings together two distinct genres of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to create the original sound of today’s generation, the Generation Large. Royal Stag BoomBox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop.

This cultural movement manifests itself in two formats:

The On-ground format: This format will travel to four of India’s biggest youth hubs – Bhubaneswar, Indore, Jaipur and Pune, offering musical performances with interactive Phygital activations like insta-live sessions, art showcases, AR/VR installations, AI-based engagement, selfie-booths and more.

The In-studio format: a musical concept featuring three original Melody x Hip Hop music tracks that will be released as singles and videos across platforms.

Kartik Mohindra, CMO, Pernod Ricard India, said, “Music and live experiences bring people together and are natural enablers of conviviality. Royal Stag continues to celebrate music as its key youth passion pillar. Carrying forward the brand’s ‘Live It Large’ ethos and youth connect; we are excited for the launch of the second edition of Royal Stag BoomBox. The kind of response and engagement we received for the festival last year was truly overwhelming. This year, the platform is set to elevate the experience by blending the melodies of Bollywood with the pulsating beats of Hip-hop, along with art and cultural experiences, truly exemplifying the brand philosophy of living it large.”

Ajay Gupte, CEO-South Asia, Wavemaker, said, “Wavemaker is thrilled to continue to be a part of the journey of Royal Stag BoomBox. More than just a musical festival, it represents a cultural movement embracing the 'Living It Large' spirit of the brand. Royal Stag BoomBox guarantees an unforgettable blend of swag, emotion, and the vibrant synergy between Bollywood and hip-hop. The beats of this generation will resonate loudly, and we are confident that the second edition will be another massive hit, just like the last one”.

Preeti Nayyar, Senior Vice-President - New Business Development and Brand Partnerships, Universal Music Group, said, “As we launch the second season of Royal Stag BoomBox, UMGB (Universal Music Group for Brands) is thrilled and honoured to collaborate with Royal Stag for Royal Stag BoomBox, in partnership with GroupM - Wavemaker. As UMG for Brands, we are dedicated to shaping culture through music, artists, and experiences uniquely crafted for our partners. With this musical odyssey, our goal is to deliver a ground-breaking fusion of 'Melody meets Hip-Hop' featuring live festivals and original music, creating a unique experience for the fans.”

Malik said, “Music transcends all boundaries and brings people together. I am overjoyed to be a part of Royal Stag BoomBox for the second year in a row.”

Badshah added, “I look forward to a stellar association with Royal Stag BoomBox once again and can't wait to perform for all my lovely fans in Bhubaneswar and Jaipur next month.”

Mohan said, “I am so excited to be collaborating with Royal Stag BoomBox for another edition! We created some beautiful memories last year and I hope the musical experience is going to be even more special this year.”

Gandhi added, “I had a lot of fun being a part of the first edition of Royal Stag BoomBox and I am delighted to be a part of this unique platform once again. I am excited to perform in Indore and Pune this year.”

Rapper Dee MC mentioned, “Royal Stag BoomBox has carved a niche for itself among lovers of Hip-hop and Bollywood music. I am elated to be associated with the platform for its second edition. Looking forward to creating the Original Sound of Generation Large.”

Ikka expressed, “It’s really cool when people come together to explore new genres of music. And Royal Stag BoomBox is the perfect platform for that. I am delighted to be a part of the music festival this year, can’t wait to make new sounds for the Generation Large.”

Merchant said, "Royal Stag BoomBox is back with a bang with new Hip-Hop X Bollywood collabs! I am really looking forward to the experience.”

Info@BestMediaInfo.com