INDIA'S BIGGEST HIP-HOP DANCE FESTIVAL ANNOUNCED
28 September 2017: Breezer and Only Much
Louder have come together to build the ultimate platform for hip hop: Breezer
Vivid Shuffle, India's biggest hip-hop dance festival. The festival was
announced by Bollywood actor and the festival’s brand ambassador, Varun Dhawan.
Watch Varun Dhawan’s announcement here: https://youtu.be/j6GkheJ1XU0
Watch the official music video featuring Varun Dhawan, Divine and Siri
here : https://www.youtube.com/watch?v=Eo4giWkrDh8
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.
Breezer Vivid Shuffle builds on Breezer's commitment to support popular
music culture, and will be the lead platform to take forward it’s Live Life
in Colour brand ethos to the millennials in a pan-India competition with 5
regional rounds and one grand finale where individuals and crews will get the
chance to battle it out across a variety of styles.
Conceptualized and executed by Only Much Louder, the company behind
properties such as BACARDI NH7 Weekender and The Dewarists; Breezer Vivid
Shuffle hopes to bring dance enthusiasts across the country under one umbrella.
There are five regional rounds – in Kolkata (7 October), Guwahati (8 October),
Bengaluru (14 October), Delhi (15 October) and Mumbai (29 October). The Grand
Finale of the event will happen in Mumbai on 11 November as winning individuals
and crews from regional rounds battle it out against each other to be
proclaimed India’s best. Apart from being the first-ever event of this scale,
Breezer Vivid Shuffle also offers India's largest cash prize pool for a hip-hop
dance festival. There will be international judges specialising in each
category as well, for the finale, the names of whom will be revealed in coming
weeks on the festival’s social media handles.
With the influence of a leading Bollywood celebrity, Breezer Vivid
Shuffle aims to reach out to a larger base of audiences beyond the metro
cities. "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..
The Breezer Vivid music video, to be released shortly, will feature
Varun Dhawan as the lead and will be amplified across Digital, Television,
Cinema & Radio. It also features Divine & Siri, with music by
electronic artist Sid Vashi.
The competition consists 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 Breezer’s major markets in India, programmed with
established hip-hop artists; digital amplification and webisodes to reach out
to a larger base of consumers with Varun as the face.
"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. With Breezer Vivid Shuffle, we hope to tap this
interest and bring these artists to light."
To register for participation and for more details on the festival,
visit the Breezer Vivid Shuffle page on Insider: https://insider.in/breezer-vivid-shuffle/article
ABOUT BACARDÍ
BACARDÍ, the largest privately held spirit’s company in the world,
produces and markets internationally recognized spirits and wines. Launched in
India in 1998, the BACARDÍ brand portfolio comprises more than 200 brands and
labels, including: BACARDÍ rum, the world’s best-selling and most-awarded rum,
as well as the world’s most-awarded spirit; GREY GOOSE vodka, the world’s
leading super-premium vodka; DEWAR’S Blended Scotch whisky, the world’s
most-awarded blended Scotch and the best-selling premium blended Scotch whisky
in the U.S.; BOMBAY SAPPHIRE gin, the top-valued and fastest-growing premium
gin in the world; MARTINI vermouth and sparkling wines, the world’s leading
vermouth and the world's favorite Italian sparkling wines. ERISTOFF vodka, one
of the fastest-growing vodka brands in the world; BREEZER and other leading and
emerging brands.
Founded 151 years ago in Santiago de Cuba on February 4, 1862,
family-owned BACARDÍ now employs nearly 6,000 people, manufactures its brands
at 27 facilities in 16 markets on four continents and sells in more than 150
countries.
Live Life In Colour. LIVE PASSIONATELY. DRINK RESPONSIBLY. BACARDÍ,
BACARDÍ UNTAMEABLE AND THE BAT DEVICE ARE TRADEMARKS OF BACARDÍ & COMPANY
LIMITED. BACARDÍ, BACARDÍ UNTAMEABLE THE BAT DEVICE AND OTHER MARKS RELATED TO
BACARDI GROUP PRODUCTS QUOTED IN THIS PRESS RELEASE ARE TRADEMARKS OF BACARDI
& COMPANY LIMITED OR OF OTHER SUBSIDIARIES OF BACARDI LIMITED.
ABOUT OML ENTERTAINMENT
Only Much Louder (OML) is a versatile and wide-ranging
media and entertainment firm based in Mumbai which produces and promotes some
of India's biggest entertainment properties, cutting-edge content and
experiences for fans and consumers.
With over a decade's experience in live events, artist management,
digital and television properties, OML has been an integral part of the
burgeoning music, comedy and alternative culture scene in the country. OML
produces one of the country's most exciting live music properties - BACARDÍ NH7
Weekender (described by The Guardian as "India's answer to
Glastonbury"), a diverse comedy-centric festival - Stage42, and the
flagship creative entrepreneurial gathering - The Coalition. It has promoted
and presented tours in India for David Guetta, Enrique Iglesias, Norah Jones,
Russell Peters, The Prodigy, Mumford & Sons, Eddie Izzard and a number of
other artists. In the comedy space, OML has promoted and produced the Russell
Peters Notorious World Tour 2013 in India, and AIB Knockout Roast and Royal
Turds by All India Bakchod. The artist management division of OML manages some
of the biggest independent music and comedy acts in the country including AIB,
Biswa Kalyan Rath, Kanan Gill, Dualist Inquiry, Anish Sood and Ankur & the
Ghalat Family. OML works closely with brands and premium content platforms to
produce unique content properties and live events. This includes events such as
YouTube FanFest Levi’s 501 Friday’s, Harley Rock Riders, Converse: Road to
Rubber Tracks, One Night Only (ONLY), and content releases that include 14
standup specials on Amazon Prime Video, shows like news comedy show On Air with
AIB on Hotstar, YouTube Comedy Hunt and Laughter Games with YouTube and The
Dewarists to name a few.
