MUMBAI: Viacom18 believes that the future of entertainment is ‘engaged entertainment’. Taking that belief a step further, LIVE the experiential events division of Viacom18, decided to wield more power to music fans by providing them with the chance to guess and in turn reveal the artists line-up at this year’s edition of Vh1 Supersonic. In a unique and first of its kind consumer outreach, the organizer decided to up the excitement quotient by deciding to not reveal its artists line-up for its biggest property – Vh1 Supersonic and instead getting fans to do the job for them. An overwhelming response of over 1000 calls was received in the first 15 minutes of the number going live. The final line-up of Vh1 Supersonic comprises of a plethora of high energy electronic dance music artists like Adam Beyer, Albin Meyers, Arjun Vagale, Bart Skils, Don Diablo and many more. Headlining for this year’s Vh1 Supersonic festival would be the English Electronic music duo Disclosure and the Swedish sensation Axwell. Vh1 Supersonic is scheduled to enthrall all the electronic music lovers in the sultry Candolim, Goa from 27th December to 30th December.
LIVE Viacom 18, the organisers of one of India’s biggest music festivals, Vh1 Supersonic decided to ignite the collective passion for dance music in India by engaging with consumers via a contest. Consumers were invited to call a phone number wherein they received clues about artists’ names and were required to guess who will feature in this year’s artist line-up by way of posting answers on social media sites. LIVE then retweeted the correct answers thereby announcing the artists line-up. The contact number for the contest was scheduled to go live on Tuesday, 10th November, 4 PM onwards for an hour. The final line up for the much anticipated music festival in Goa is hence announced by the consumers. The theme this year is about celebrating music fans and their love for dance music. The contest is a fun first step in that direction.
Commenting on this new concept of leveraging YOU, i.e. the consumer, Jaideep Singh, SVP and business head-Viacom18 Pvt. Ltd. said, “We are thrilled to give music fans the opportunity to experience and be a part of the excitement surrounding one of our biggest properties – Vh1 Supersonic. We were even more excited to receive the stunning response that we got from our people of more than 1000 calls within the first 15 minutes of us going live. This only strengthens our mission of reaching out to people with the best we can- music. Music is an emotional touchpoint for our community and our fans are the ones who are at the heart of it all. Without them we have nothing. Thus by engaging with them in an interactive and innovative manner, we give them a sense of belonging thereby building a community for dance music.”
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Vh1 Supersonic is not just the year end festival, it is an experience that is now pan throughout the year. Conceptualised and organised by Live Viacom 18, Vh1 Supersonic 2015 promises the audience to take them on a joyous musical ride and make them groove to the music of their favourite artists. Dance music fans get an opportunity to re-live their favorite beats from Vh1 Supersonic through over 100 gigs and concerts in the form of Vh1 Supersonic Arcade, Vh1 Supersonic Club Nights and Vh1 Supersonic Campus 101, all leading up to the eagerly awaited main event in Goa.
