MUMBAI: With an aim to promote music beyond Bollywood, Radio Mirchi has provided an amazing opportunity for independent artistes on their digital platform – ‘Mirchi Edge’.
This online radio station features non-bollywood music, and focuses and celebrates the essence of independent music across genres. ‘Mirchi Edge’ has got on board India’s popular face in indie music, Indian Ocean. On 21 June, ‘Mirchi Edge’ will run a two hour show by the renowned band.
“Indian Ocean is probably the original band that truly epitomizes the indie music in India, and we are really proud to have them support ‘Mirchi Edge’. ‘Mirchi Edge’ will appeal to all their fans as well as to the fans of all other indie artists. We are doing an exclusive radio concert with Indian ocean, and they will be hosting a show on Mirchi Edge too as radio jockeys.,” ENIL digital head Rahul Balyan told Radioandmusic.com.
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“Part of the mission of this ‘Mirchi Edge’ Project is to bring forth the great musical talent that India has, but which exists outside of Bollywood. We have a lineup of many other artists that we plan to showcase on our station. There will be feature of such artists, special shows, and interviews and ofcourse their music. This is one of the most exciting marketing projects that Radio Mirchi is undertaking.” he added.
The station is kick starting its digital campaign titled ‘Be Edge-etarian’, telling people to sample the ‘Mirchi Edge’ music. This campaign is being done across 23 markets and in a big way online too. The month long campaign is planned across radio, online and also on facebook where radio Mirchi now has more than a million fans. Listeners will get to play quizzes to check their Mirchi-Edge Quotient, and prove their loyalty to their favorite bands, and win exclusive prizes and merchandise.
With the growth in digital and mobile internet usage in India, radio stations have started paying attention to apps along with web-based initiatives. “Digital is allowing us to experiment with lot of genres. The online music industry in India is only now picking up, and there are still large gaps to be filled in the online music space. We hope to fill such gaps through our expertise in curated content. We currently have four online radio stations – Meethi Mirchi, Club Mirchi, Purani Jeans and Mirchi Edge, that stream on gaana.com and we have big plans ahead. We are seeing a lot of advertiser interest in such original properties too.” Balyan said.
