Introduction:
Celebrating the spirit of ‘Living it Large,’ Seagram’s Royal Stag presents the second edition of Royal Stag BoomBox, a unique musical festival that merges the beloved melodies of Bollywood with the pulsating beats of hip-hop. In an exclusive preview in Mumbai on February 7, 2024, the brand unveiled what’s in store for music enthusiasts at this year’s event.
Festival Overview:
Royal Stag BoomBox audaciously brings together two distinct genres of the music industry, Bollywood melodies, and the gully vibe of hip-hop, to create the original sound of today’s generation, the Generation Large. This cultural movement aims to appeal to a tribe that makes trends rather than follows them, constantly seeking soul-touching experiences.
Event Formats:
- On-ground format: The festival will travel to four of India’s biggest youth hubs – Bhubaneswar, Indore, Jaipur, and Pune, offering marquee musical performances along with interactive Phygital activations like insta-live sessions, art showcases, AR/VR installations, AI-based engagement, selfie-booths, and more.
- In-studio format: Featuring three original Melody x Hip-Hop music tracks that will be released as singles and videos across platforms, this unique musical concept aims to captivate audiences both offline and online.
Brand and Partner Perspectives:
- Kartik Mohindra, CMO, Pernod Ricard India, expressed excitement for the launch, highlighting the overwhelming response and engagement received during the previous edition.
- Ajay Gupte, CEO-South Asia, Wavemaker, emphasized the festival’s representation of a cultural movement embracing the ‘Living It Large’ spirit.
- Preeti Nayyar, Senior Vice President – New Business Development & Brand Partnerships, Universal Music Group, expressed dedication to shaping culture through music and experiences uniquely crafted for partners.
Artist Testimonials:
- Singer-songwriter Armaan Malik expressed joy in being part of Royal Stag BoomBox for the second year in a row.
- Rapper Badshah shared anticipation for his performances in Bhubaneswar and Jaipur, emphasizing his stellar association with the festival.
- Singer Neeti Mohan and rapper Dee MC shared their excitement for collaborating with the festival again, while singer Nikhita Gandhi and rapper Ikka expressed delight in returning to the unique platform.
- Actor and DJ Ali Merchant eagerly awaits the festival’s return, highlighting the new Hip-Hop x Bollywood collaborations.
As Royal Stag BoomBox gears up for its second edition, anticipation runs high for an unforgettable blend of swag, emotion, and vibrant synergy between Bollywood and hip-hop, resonating with the beats of today’s generation.
