Indians, get ready for what could easily be deemed as the country’s first ever dance festival. Yes, we have enough music festivals going on and on and one is better than the other. However, we need a full-fledged dance festival to change the ball game a bit. I mean, enough of swaying to the music in a crowd. We want to see some real dancers set the stages ablaze for a change.
And that’s why the guys at Only Much Louder and Breezer have come together to give India its first ever hip-hop dance festival. The Breezer Vivid Shuffle will consist of four categories in which people can participate based on the dance style: individual categories of 1-on-1 Battles for Popping and B-Boying and group (four or more) categories of Crew Battles and Battle Showcase featuring all styles. The festival would be amplified by hosting pre-events across India, programmed with established hip-hop artists; digital amplification and webisodes to reach out to a larger base of consumers.
“If there’s one musical trend we’ve seen over the last few years, it’s the rise of hip-hop culture. What’s amazing to see is that this isn’t just music for music’s sake – there are political messages, stories of growing up and much more, in languages as diverse as Marathi and Malayalam,” says Vijay Nair, CEO of Only Much Louder. “The hip-hop dance culture exists all across the country and we’ve been seeing a lot of interest in small towns, not just the metros,” he further adds.
Hip-hop as a culture has been gaining in popularity over the last few years in India. With several breakout artists of this once-underground genre becoming icons and even headlining music festivals, and with appeal from metros and small towns alike, it’s clear the genre and all that it stands for is firmly entrenched and here to stay.
And to ensure that the festival is all encompassing, the organizers have roped in Bollywood star, Varun Dhawan as the festival’s brand ambassador. “Varun Dhawan (actor) is the perfect choice as influencer to take forward the Live Life in Colour philosophy of Breezer to the millennials. He has established himself as one of the most promising actors in the industry, won multiple awards and is a fun-loving personality embodying the values of Breezer,” said Anshuman Goenka, Head of Marketing at Bacardi India Pvt. Ltd.
In order to announce the festival, Dhawan even did an introductory video for the festival, to educate the audiences.
You can watch it here:
This is going to be new and interesting to watch, no doubt.
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