MUMBAI: The fast growing international music scene in the country is seen as an opportunity by firms to rake in moolah. The latest to join the league is leading media conglomerate Viacom18 that has recently launched its new business division – Integrated Network Solutions (INS).
Viacom18 Live, a subdivision under INS, has conceptualized ‘Emerge’ in association with Vh1 and Reliance Trends. ‘Emerge’ is an underground property that will engage audience through live international music events every two months. With the introduction of ‘Emerge’, Viacom18 Live is also working towards large format international IP across music genres starting Sep’13.
Speaking about this new property, Viacom18 Integrated Network Solutions sr vice-president and business head Jaideep Singh said, “Through Emerge; we hope to promote international talents in India by introducing our audience to upcoming artists performing across the globe. We are sure, Indian music lovers would be delighted with these fresh upcoming music and talent. Very soon we will be announcing our major International IP’s which are planned from Sep ’13 onwards.”
‘Emerge’ will commence its first live event on the occasion of World Music Day with the musician from Cape Town, Jeremy Loops. A one-man folk band, Loops performs with a loop station, pedals and beat box. The talented musician will perform on 21 and 22 June at Blue Frog Delhi and Mumbai respectively.
Loops said, “This is the first time I am visiting India and I am super excited. I have heard that India is an amazing audience and I can’t wait to perform live there. Yes, I am nervous but thrilled at the same time. So India, here I come!”
Jeremy Loops’ performance in India, under Emerge, has been organized in association with Vh1 and Reliance Trends. His performance will be promoted by a 360 degree marketing campaign. Vh1’s Facebook and twitter page will showcase Loops videos along with a special feature on Vh1 Pulse. On-air, his music video ‘Howling’ and ‘Power’ will be shown in addition to promos on Vh1 and Comedy Central.