Bira 91 partners Magnetic Fields in first-ever association with a music festival
Indian beer brand, Bira 91's first-ever association with a music festival, Magnetic Fields, aims to underline its commitment to cater to the creative Indian.
Globally recognised as a festival that aims to push future-facing sounds from India and around the world, Magnetic Fields embodies a vision of modern India, much like Bira 91.
“Over the past four years, Magnetic Fields has established a loyal community, with a strong focus on consumer experience – something that resonates well with Bira 91 and its millennial identity” said Sandeep Singh, Director of Marketing, Bira.
One of the two main stages – the day stage – will now be called Bira 91 South Stage, and will host few of electronic music’s most revered names, and new talent from all over the world and India.
The Bira 91 South Stage will feature London-based producer of Indian origin Kieran Hebden aka Four Tet, a live AV set by Los Angeles-based producer of R&B- and-hip-hop-laced electronica Machinedrum and Brainfeeder beatsmith TEEBS alongside Indian acts like The Ska Vengers, Mumbai-based producer Sid Vashi and makers of emotive electronica, Ape Echoes. Bangalore-based sample-driven, audio-visual act Aerate Sound will open the stage, and the festival, on Friday evening.
Also playing at the stage will be three-piece Thai funk, surf soul act Khruangbin from Texas; Sun Glitters, the glitch, atmospheric project of Venezuelan-born, Luxembourg-based producer Victor Ferreira; the simultaneously despondent and jolly synthpop of Say Yes Dog, the technicolour dream pop of Delhi-based Komorebi alongside Kumail’s brand of melancholic electronica.
Bira 91 South Stage will also host the Indian premiere of Different Trains 1947, a brand new audio-visual composition that will bring together the historical and contemporary cultures of UK and India.
Different Trains 1947 is a collaboration between music artists Actress, Jack Barnett (These New Puritans), Indian music producer Sandunes, percussionist Jivraj Singh and Hindustani vocalist Priya Purushothaman, who will perform a new audio-visual composition in response to the events of 1947 at the festival on December 17.
Bira 91 feels an affinity with hip-hop, and will create a space at the festival, Bira 91 FreeFlow Garden, a beer garden with a barbeque, sound tracked by hip-hop beats.
Designed as an urban picnic where people can relax and recover during the day and throw down to music by DJs such as London-collective Livin’ Proof’s Raji Rags – who also played at the festival in 2016 in a special showcase, DJ Ishaani, MadStarbase and DJ MoCity.
Magnetic Fields, a contemporary arts and music festival, will be held from December 15-17 at Alsisar, Rajasthan. Tickets for the festival are available at http://tickets.magneticfields.in.
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