New kid on the block: Vh1 and 100 Pipers Sound Nation


English music channel Vh1 in association with 100 Pipers is bringing Sound Nation, a brand new live music property for Indian fans. Six Indian cities will see 23 gigs across multiple genres over the course of ten days starting May 2. The property will culminate with a music awards night celebrating Indian English musicians on 11th May.

The property has been created to serve dual objectives for the brand - First to create a one-stop platform to showcase homegrown artists and the second to honour them. While Sound Nation gigs will be held across Mumbai, Delhi, Bangalore, Kolkata, Hyderabad and Pune (with the venues deciding the prices), the final awards show will be held in Mumbai with the likes of nominated artists like Your Chin, Indus Creed, Midival Punditz and Madboy/Mink playing.

Elaborating on this creative format, Ferzad Palia, SVP & GM, English Entertainment, Viacom18 Media Pvt Ltd. said, ‘Vh1 is the most definitive platform for celebrating music talent in India and we are taking this a step ahead through 100 Pipers Vh1 Sound Nation. We are excited to partner with Seagram's in recognizing and honoring the local talent and bringing forth the multi-city music fest at a scale which is worth looking forward to.’

Girish Patil, AGM Marketing, PernodRicard India commented, ‘Our association with music has been a long standing one & we are excited to partner with Vh1 for Sound Nation which aims to celebrate and recognize local music talent.100 Pipers Vh1 Sound Nation will engage music lovers through LIVE performances across the country leading to an awards night.’

A panel of judges will select five shortlists for each award from an initial pool of fifteen artists. A total of 13 awards will be given away across various categories such as Rock, Blues, Electronic, Pop and Hip Hop. Genre agnostic awards include Best Live Performance, Best New Artist and Best Music Video.

Vh1 is leaving no stone unturned to promote Sound Nation. Although the activity is centered around on-ground activations, the campaign will be amplified through a heavy TV, Print, Outdoor and Digital push.

One can attribute the rapid growth of live music properties as one of the biggest reasons why Vh1 has introduced Sound Nation now. Also, a cross-genre property spanning Rock, EDM, Hip-hop, Blues and Alternative styles are sure to be crowd-pullers, a fact that should please PernodRicard.

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