Commenting on the initiative, Faheem Khan, Director, Thyme Advertising said: "New Noise Experience was conceptualised by Thyme to bring Electronic Dance Music to fans all over India by giving them some of the top international acts both from Indian and around the world. This electronic dance music initiative will take place over the next 12 months in the form of 36 parties featuring 12 international artists in high end clubs of three cities in India."

Speaking about their partnering this initiative, Rajesh Ranjan, Station Director, Radio One said: "Radio One, being the only international, intelligent and involved station, is always on the lookout for an opportunity to associate with international artists to bring wholesome entertainment to its listeners."

For the maiden leg of the initiative, internationally acclaimed, Guinness record holder DJ Billy Nasty from London will be coming to India. He will perform in Delhi on July 27 at Guvment, Bristol Hotel; in Pune on July 28 at Area 51; and in Bangalore on July 29 at Pebbles. The supporting acts will be by Brianoid and N*hilate.

DJ Billy Nasty has always been at the forefront of the electronic music scene. Beginning 23 years in London's acid house scene, Nasty's continual hunger for new music, combined with his extensive experience, has made him one of the scene's most enduring and in-demand figures. He was asked to contribute to the first volume of the seminal ‘Journeys By DJs' series, gaining him entry into the Guinness Book of Records for being the first DJ to produce a commercially available mix.

Regarding Radio One's role, Ranjan said: "This association involves promotion of Radio One as the only station which brings about a profiled audience with clearly defined values- intelligent, involved and international. The property will be promoted through on air promos, contests involving the listeners and profiling of the artist."

Deliberating on the attendance at the events, Khan said: "All the young and old shall form the target audience for the shows as this kind of music cuts across various age groups. Each city is expected to have 800 - 1,000 attending the event."

The initiative is also being promoted through multiple advertising mediums including TV, radio, magazines, newspaper ads, hoardings, fliers, and posters, coupled with a high-pitched online campaign through social mediums like Facebook.