UNIVERSAL MUSIC PARTNERS WITH TWISTED ENTERTAINMENT FOR EVC 2015
Mumbai, September 10, 2015 – Universal Music Group, the world’s leading music company, today announced a new partnership with Twisted Entertainment Pvt. Ltd., under which both parties will take equal stakes in Enchanted Valley Carnival, India’s first and largest camping music festival. Enchanted Valley Carnival is back this year on the 18th, 19th and 20th of December at Aamby Valley City Festival Arena with global superstars Tiësto and Fatboy Slim confirmed as headliners in what promises to be the biggest and most exciting festival to date.
The powerful combination of Universal Music Group South Asia and Twisted Entertainment means Enchanted Valley Carnival is the only festival in India to control its own content. The joint venture marks Universal Music Group South Asia’s debut in the experiential marketing space as the first label to participate in a venture of this kind. Enchanted Valley Carnival and Enchanted Village are the core initiatives of the joint venture in the music festival and camping adventure spaces respectively.
Enchanted Valley Carnival is a multi-genre music festival that combines riveting performances, adrenaline-pumping adventure sports and the best camping experience. Since being launched by Twisted Entertainment in 2013, Enchanted Valley Carnival has driven India’s music and festival scene to new heights with over 15,000 music and adventure aficionados being enthralled by over 100 renowned artists at the festival. In just two years Enchanted Valley Carnival has firmly established its place as the most sought after music experience India has to offer with over half a million fans following the brand.
This year Enchanted Valley Carnival begins the next chapter in its story with the unique experience of a mystical world where ancient meets modern with a new call-out – “#JoinTheTribe” – to build a community and belonging for like-minded and passionate people. At Enchanted Valley Carnival 2015, music and adventure enthusiasts will witness first hand, futuristic themed production, design and stages that have been specially created to deliver the most dynamic music and experiences for thrill-seeking music fans.
Headlining the third edition of this unique camping music festival is one of the world’s most enduring and successful DJs – Tiësto! Enchanted Valley Carnival 2015 invites all to #JoinTheTribe as it brings to India the superstar DJ to perform for the first time at a festival in the country. Tiësto is a worldwide superstar who was voted “The Greatest DJ of All Time” by Mixmag and the “#1” DJ by Rolling Stone. He opened the 2004 Athens Olympic Games and has headlined festivals around the globe including Ultra Music Festival, Stereosonic, Coachella, Tomorrowland/TomorrowWorld and Electric Daisy Carnival; and has a storied residency at Hakkasan Las Vegas Restaurant and Nightclub and Wet Republic pool at MGM Grand Hotel & Casino. Artists ranging from Kanye West and Coldplay to Katy Perry and John Legend have personally tapped him for high‐profile remixes, while Guess, AKG and Audiofly have collaborated with him on a fashion line and headphone brands, respectively.
His 2014 album A Town Called Paradise yielded his first two gold singles in the U.S. with the singles – “Wasted” [featuring Matthew Koma] and “Red Lights” – while a medley from the album also soundtracks a presentation at the Bellagio fountain in Las Vegas, a first for a dance music artist. With Sirius XM, he launched the “Club Life” channel (the only dance music artist to do so), nodding to his acclaimed compilation brand of the same name – soon to be in its fourth installment. In February 2015, Tiësto was awarded a Grammy in the Best Remixed Recording, Non Classical category for his remix of John Legend’s “All Of Me.”
Fresh off the back of a certified gold album, The Fatboy Slim Collection, musical icon Norman Cook is set to rip the Enchanted Valley Carnival apart with his inimitable high energy show. A string of successful appearances at European Festivals over the summer saw Norman hosting his own massive Smile High Club arenas with more energy than ever. His weird and wonderful Random Acts of Smileyness left people delighted and aghast in equal measure. Fatboy Slim has earned a well-deserved reputation for his live appearances and now more than ever, is the time to be a part of.
The slew of big talent at Enchanted Valley Carnival 2015 also includes a stage programmed by Ferry Corsten – producer, DJ, pioneer, innovator, and visionary. He’s the man that singlehandedly initiated a revolution in a dance music genre through his groundbreaking trance productions, pioneering a sound which has subsequently grown to touch and excite every corner of the globe. Ferry Corsten will be debuting his unique format – FULL ON, in India, at the festival, featuring back-to-back sets by artists handpicked by the man himself.
Commenting on the partnership with Twisted Entertainment, Mr. Devraj Sanyal, Managing Director & CEO at Universal Music Group, South Asia said, “It’s a privilege for me to be leading our foray into the music festival business with Enchanted Valley Carnival 2015. Enchanted Valley Carnival is a unique combination of music, camping and adventure and the only multi-genre festival in India. This partnership has many firsts for our business in South Asia – a music label entering the festival business, long term relationships with major brands Bacardi, Saavn and Aamby Valley, and a genuinely fan-led music festival experience. I’m grateful to my partners Shoven Shah and Twisted entertainment who have built an amazing festival over the last two years and very excited to welcome our partner brands who have shown incredible long term commitment to us. Together we can build Enchanted Valley Festival into the unmissable event for music fans and artists in South Asia.”
Speaking about the property, Mr. Shoven Shah, Founder, Enchanted Valley Carnival said: “While the heart of all festivals revolves around music, the spirit of EVC is in the stages, the community, a campsite which will truly glorify the magic of nature and the environment. At EVC no detail will be spared ensuring every festival-goer feels that their experience was unique and their money well spent! EVC aspires to reinstate this spirit of community, connection and conversations in music that has been lacking in many music festivals conducted in the recent past. EVC will connect fans directly with the artists they love like Tiesto and Fatboy Slim and become a sanctuary for forward-thinking music fans seeking life-affirming experiences. Super proud to have partnered with Universal Music Group South Asia and Devraj, together we will take EVC to a leadership position in the next 2-3 years.”
Mr. Vivek Kumar – CEO at Aamby Valley City & Hotel Sahara Star said “We at Aamby Valley City are extremely pleased to associate with one of a kind multi genre music festival unlike any other that India has witnessed. Through our association with Enchanted Valley Carnival we aim to provide music enthusiasts an international music experience. When it comes to luxury lifestyle, Aamby Valley City is committed to redefining luxury for India’s fast growing and selective affluent globe trotters. The three day extravaganza at Aamby Valley City will showcase renowned artists from around the world along with camping, music and other activities. At Aamby Valley City it is our earnest endeavor to present our guests with unique offerings and look forward to bringing many more such experiences to India.”
Bacardi and Saavn have come on board as the lead partner and powered-by partner respectively for Enchanted Valley Carnival 2015.
Speaking on the association, Mr. Manish Seth – Marketing and Sales Director at Bacardi India says “BACARDÍ has been true to its 150 years old heritage of bringing great consumer experiences to its fans – BACARDÍ Blast & BACARDÍ NH7 Weekender to name a few. With the launch of our new identity – BACARDÍ Untameable Since 1862 – we brought a never before travel, music experience BACARDÍ Triangle. And this time we are extremely excited to announce our association with BACARDÍ Enchanted Valley Carnival. From the outside we have seen its popularity grow enormously in the last 2 years as a great city getaway for the experience-seeking urban-millennials. With world class artists like Tiesto and Fatboy Slim performing in the stunning valleys of Aamby, BACARDÍ will hope to once again deliver experiences to remember for its fans.”
Paramdeep Singh, Co-Founder and Executive Chairman, Saavn, says “We’ve worked closely with Universal Music India for years, and it’s been incredible to see the growing influence of international music on Saavn and in India, overall. As a result, we’re thrilled to support EVC, along with our friends and partners at Universal Music India, to bring a great line up of both international and Indian music artists and DJs together for this unique 3-day music experience. Our joint goal is to help develop and define a game-changing music festival for the global music industry right here in the heart of Aamby Valley.”
#Jointhetribe on 18, 19 & 20, December 2015 at Aamby Valley City, Festival Arena.
Tickets to be booked here: http://www.evc.co.in