Vh1 Supersonic Elevates EDM Game; Announces Eric Prydz & Macklemore as Headlining Acts

by  EVENTFAQS Bureau Entertainment | January 11, 2017 | News

Vh1 Supersonic Gionee Budweiser

This February, LIVE Viacom18’s marquee property Gionee Vh1 Supersonic, claims to be back with a powerful experience. The festival that has been previously responsible for bringing to India artists like Skrillex, Major Lazer, and Chainsmokers has recently announced its first headline act of the 2017 edition of Vh1 Supersonic - Eric Prydz.

Vh1 Supersonic’s announcement of Eric Prydz as one of the festival headliners has already created ripples of excitement through fan communities in India who are still immersed in the euphoria created by the 10th edition of Sunburn that also took place in Pune from December 28-31, 2016.

Prydz is a household name, respected by fans of all electronic sub-genres – something few artists can lay claim to, currently. He is also deeply revered by his peers and credited with the creation of the “Pryda Snare” – a production technique that has been widely used by the biggest names in the dance music industry including Martin Garrix, Dimitri Vegas & Like Mike, W&W and several others.

Excited about the announcement, Saugato Bhowmik, Head, LIVE Viacom18 and Consumer Products, Viacom18 shares, “We at Vh1 Supersonic have always been passionate about bringing the most transformative, never before experiences for our fans in India and beyond. And our Superfans have in turn always rewarded us with their unqualified love and support. As we move into our fourth edition at Pune, we couldn’t think of a more legendary and revered artist from the EDM sub-genre than Eric Prydz to carry forward this tradition. It has been a virtual coup for us at Vh1 Supersonic to bring Eric to India and I can assure our Superfans that it does not get any bigger than this in the international dance music scene. We have more exciting news coming up soon for our superfamily about the rest of the line-up and I am certain they will be thrilled with what we have planned for them”

Delighted about the announcement, Festival Curator, Nikhil Chinapa says: "Eric's been an artist we've been trying to bring to India forever. I've heard him several times in different continents and I can truly say, there is nobody like him in all electronic music's landscape. Bringing him to India for Vh1 Supersonic is a dream come true - a dream to share his incredible music with my closest friends, who've never heard him live before. With this booking and after all these years, it feels like my work in electronic music is complete."

And if the name Eric Prydz wasn’t enough to get the cash registers ringing, Viacom 18 has further elevated the level of the festival by announcing none other than the American Hip Hop Legend – Macklemore as the second headliner for the festival.

Grammy Award Winner and Superstar of Hip Hop, Macklemore is one of the most popular Hip Hop artists of the generation. He’s not just won the hearts of his many fans, but with the release of his album with Ryan Lewis, won 4 Grammy awards in 2014, including Best New Artist, Best Rap Album, Best Rap Song and Best Rap Performance. Thrift Shop, their first single together, reached number 1 on the U.S. Billboard Hot 100 chart and was later dubbed by Billboard as the first song since 1994 to top the Hot 100 list without any direct backing of a major record label.

Talking about his Debut performance in India, Macklemore said, “India is one of my favorite places in the world. Extremely excited to be playing this festival!"

Sharing his thoughts on the growth projected by the festival, Arvind Vohra, Country CEO and MD, Gionee India said, “Gionee has an aggressive market strategy to stay connected with the youth by partnering with well-known youth-centric properties. Our partnership with Vh1 supersonic is a step in that direction and we are excited to be associated with the festival. They are really changing the music landscape by introducing some of the best names first Eric Prydz and now Hip-hop star Macklemore.”.”

Speaking about this association, Kartikeya Sharma, Marketing Director, AB InBev, India & South East Asia, said, “2016 was a great year for Budweiser as we introduced the Indian audience to some of the biggest electronic dance music experiences for the very first time. This year, we are committed towards amplifying this further. We are excited to kick start 2017 with Vh1 Supersonic who is bringing the legendary Eric Prydz and Hip Hop Legend – Macklemore to India. It is an important year for Budweiser wherein we want to lead the electronic dance music space in India and our association with Supersonic will only further this agenda.”

The fourth edition of Vh1 Supersonic is slated to be held on from February 10-12, 2017 at Laxmi Lawns Pune. The partners for the festival this year are- Gionee, Parle Mexitos, Fastrack, Reliance Digital, Ajio.com, Cleartrip Local, Budweiser and Festival Sherpa. 

Watch this space for an exclusive interaction with Saugato Bhowmik- Head, LIVE Viacom18 and Consumer Products.