by Aanchal Dhawan | Entertainment | January 2, 2015 | News
Universal Music TOURTRONIC Devraj Sanyal Gionee Arvind Vohra
Music Label Universal Music India is all set to start 2015 with a banging electronic music format that shall tour the country. Committed to supporting a wholesome evolution of culture rather than adopting passing trends, Gionee Smartphones has also come on board to support the property. With its new pop-up nightclub concept called T.R.O.T. - the format will travel the country giving electronica fans a dynamic and out-of-space clubbing experience.
EDM is one of the most sought after and rapidly growing music genres on the scene today and India, being no stranger to international trends, has seen several headlining acts being performed in the major metros over the last few years. The dearth of venues in most part of the country makes it difficult for fans to get more of their favourite music and leads to fewer nightlife escapades. With a burgeoning audience for quality music and a fan base that is hungry for the biggest and best experiences possible, India is a thriving market for new music, new talent and internationally engineered nightclubs, which are scarce in the non-metros. Universal Music’s travelling electronic music property - T.R.O.T. promises to design & deliver great musical journeys for all fans in lieu of seeding the next-gen culture in the space which Universal has termed TOURTRONIC. The property will not only present the freshest in the EDM scene but also provide a super-premium ambience complimented with high-end technology, cutting-edge sound, deep visual mapping and program great journeys through the most sought after talent.
The property, which will have its inaugural gig on Jan. 3 at Goa’s most Uber chic venue, Marbella Beach Resort, will witness a fantastic line-up which includes international artists as Laughing Buddha, Beckers from D’nox & Beckers, Manu Ferrantini, Breger and many more. The gig will also witness our very own Indian heavyweights including Ankytrixx, Arsh, Starling, Nitin, Joshi, Knoxx and Blank. With the promise of a trend-setting nightlife experience, and the sheer intensity of talent, this property promises to become the most aspired closed-door experience to hit India in 2015.
Speaking about the property, Devraj Sanyal, MD, Universal Music Group, South Asia said, “As global leaders in the world of Electronica, we have the distinct advantage of looking at this space differently than a promoter would. We are constructing this as a "consumer first" property. Tourtronic is our term that we have coined to best define this experience & it sits under the umbrella of the aptly named “Trot”. This will become an IP of the consumers where they will decide where & what they want to hear & a massive thrust will be given to our own homegrown talent which I believe the current scene could with a little more of. We begin this epic journey in Goa on Jan.3 , which happens to be the first Saturday of the year & a 12 hour programming run with an incredible line up of artists at our partners in Goa– Marbella. We will tour this through the length & breadth of India & even take it to our neighbouring regions when the time is right. The time for alternate formats is here & we expect Trot to lead the way.”
Speaking about the association, Arvind Vohra, India Head, Gionee smartphones added, "Gionee has had a longstanding relationship with music lovers across the country, across all ages. As an extension of our strategy to connect with the youth of India through music, Gionee has always believed in the creation of an ecosystem rather than hopping onto the bandwagon. The new subculture of “TourTronic" through Universal Music’s Trot will add on to that endeavor. The next generation of Electronica will be a rage for music lovers and we are proud to partner with TROT & TourTronic”.
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