Friday, 11 September 2015

Universal Music partners with Twisted Entertainment for EVC 2015

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~The largest camping music festival in India is back this December at Aamby Valley City~
~Tiesto and Fatboy Slim to headline Enchanted Valley Carnival 2015~
~Bacardi and Saavn announced as the festival’s long-term sponsors~
From L to R: Universal Music Group EVC 2015 Press Conference - Mr. Rishi Malhotra, Co-Founder and CEO - Saavn, Mr. Pratik Tondon, Business Development and events at Aamby Valley City, Mr. Shoven Shah, Founder - EVC, Mr. Devraj Sanyal, MD and CEO - Universal Music Group, South Asia, Mr. Manish Seth, Director Marketing India and South East Asia, Bacardi 



Mumbai, 10 September 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 highprofile 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 – Director Marketing India & South East Asia, Bacardi 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


About EVC:
Enchanted Valley Carnival (EVC) is a unique festival property with was introduced to the Indian audiences in 2013.  Enchanted Valley Carnival is the first-ever music festival in Asia to have a fully-fledged campsite, famously known as Enchanted Village, alongside professional adventure sport and other distinctive experiences. Enchanted Valley Carnival shall be hosted amongst the serenity of nature in one of the most exclusive cities in Asia at Aamby Valley City, being the first festival in Asia to be held on an airstrip.  


The new identity of the brand has been designed to build a strong community of fans that shall strive to create, maintain & sustain a sense-of-belonging to the EVC ‘Tribe’. Enchanted Village shall be poised to endorse and facilitate this community through its extravagant camping experience, with the objective of being the most sought after camping brand in the country. Enchanted Village aims to extend its ritualistic nature amongst the fans, rendering an experience across the length & breadth of India’s diverse environmental settings.


EVC 2015 establishes itself as the only multi genre electronic music festival in India offering varied genres from electronic music to live genres across trance, house, techno, fusion, and Indie along with other experimental music. Bringing together some of the most electrifying international performers that remain sacrosanct, EVC covers a vast spectrum of dance music with the presence of our Indian talent in the line-up.




About Universal Music India: 
Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group (UMG) and is home to record labels such as A&M Records, Blue Note Records, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Emarcy, Geffen Records, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records.
UMIPL has an extremely rich Indian catalogue comprising songs from classic Hindi and Regional Films, IndiPop, Bhangra, Ghazals and Devotional. It’s enviable catalogue includes artistes such as Asha Bhosle, Anup Jalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Mohit Chouhan, Euphoria, Adnan Sami, Rabbi Shergill, Rahat Fateh Ali Khan to name a few. UMIPL `film’ catalogue (the 2nd largest in India) spans music from blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize the musical journey from the 70’s to date. On the International music front, UMIPL are the clear market leaders with artistes such as ABBA, Bon Jovi, Bryan Adams, Enrique Iglesias, Eminem, Lady Gaga, Taylor Swift, Justin Bieber, Katy Perry, The Beatles, UB40, Deep Purple, Enigma, Norah Jones, Deadmau5, The Chemical Brothers, amongst host of others, popular music icons and household names in India.
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About Twisted Entertainment:
Twisted Entertainment (Mumbai) Pvt Ltd is a Joint Venture (JV) between Universal Music Group South Asia, the world’s leading music label, and Twisted Entertainment Pvt. Ltd the founders of Enchanted Valley Carnival. The JV executed in 2015 is Universal’s debut in the experiential marketing space and the first label globally to own a venture of the kind.
Enchanted Valley Carnival and Enchanted Village are the core initiatives of the JV in the music festival and camping adventure spaces respectively.
Twisted Entertainment (Mumbai) Pvt. Ltd endeavors to seed and grow the entertainment industry with unique intellectual properties across camping, adventure, sport and lifestyle, with music at its core. This shall include specialization in setting up and producing large format events, primarily to conceive, manage and run special projects in the mentioned verticals. Being a unique flagship company, it is poised to integrate all the necessary expertise required to execute and deliver brand products and partner firms dedicated to providing lifestyle experiences.
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About Aamby Valley City:
Aamby Valley city, life’s finest abode is Independent India’s first planned hill city, a creative expression of our Chief Guardian, Honourable Managing Worker and Chairman, Shri Subrata Roy (Saharasri ji). Spread over ten thousand acres, the luxurious Aamby Valley City is being developed as an integrated Hill City by Sahara India Pariwar. This unique and self-contained City is surrounded by the picturesque Sahayadri range and offers spectacular views of vast environs and breathtaking landscape. The City successfully blends a superior lifestyle along with essential infrastructures such as a hospital, school, airport and shopping facilities. The City comprises of high-end villas, condominiums, a 18 hole championship golf course which was recently awarded ‘Best International Golf Course’ at the International Property Awards in London, a town plaza, a community centre and the world’s tallest multimedia fountain show.
Apart from being a destination for unsurpassed grandeur and luxurious lifestyle, Aamby Valley City also has an equally impressive business district with an infrastructure that allows businesses to land their private airplanes into the City’s dedicated Airport and head straight to the conference rooms. The business infrastructure and facilities have been designed in accordance to the international standards. Moreover, Aamby Valley City is also home to India’s largest auditorium.
Under the hood, Aamby Valley City is powered by a dedicated power plant that guarantees 24hrs of power supply, a well planned professional security systems, IT & Communication network, a well-designed and modern Water treatment and Solid Waste & Sewerage Treatment Systems & Networks and a state of the art Water treatment plant. These utilities combined ensure a smooth and uninterrupted 24/7 operation.  
The city is located at a distance of 120 km from Mumbai, 90 km from Pune and lies 25 km off the town of Lonavala on the Mumbai Pune Expressway. The luxurious quality and style of Aamby Valley life have redefined City living. This paradigm shift in lifestyle has been very well accepted and has also become the new benchmark in luxurious living.
We are fully committed in making Aamby Valley to be one of the Top Five destinations of the World.
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About Saavn:
Saavn is India's leading digital music service, transforming how people around the world access and experience music on a daily basis. Saavn’s unique combination of Internet radio and on-demand music capabilities, coupled with proprietary social features like music tagging and music chat, deliver one of the richest media experiences available on mobile and Web today. Saavn is currently accessed in more than 150 countries and offers 10 million+ tracks in 11 languages: Hindi, English (India only), Tamil, Telugu, Punjabi, Marathi, Gujarati, Bengali, Kannada, Malayalam, and Bhojpuri. The company has 900+ label partnerships and growing, including Universal Music India, T-Series, Tips, YRF, Saregama, Eros, Sony, and Warner Music. Saavn’s institutional investors include Tiger Global Management, Bertelsmann India Investments, Liberty Media, Steadview Capital, Mousse Partners, Quilvest, and others.
The company's award-winning iOS and Android mobile products include phonetic search, dynamic bit-rate streaming, global native ad-serving, and industry-leading design. With Saavn Pro, users can listen to music ad-free and offline. And through partnerships with Apple, Google, Facebook, Twitter, and Shazam, Saavn reaches more music fans than any other South Asian music service. In early 2015, Saavn partnered with the global non-profit Akshaya Patra to launch #MusicForMeals, a streaming-powered initiative to provide midday meals for school-going children in India.
Saavn was founded in 2007, and has offices in Mumbai, New Delhi, Bangalore, New York, and California. For more information, visit www.saavn.com or corporate.saavn.com.
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About Bacardi:
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; 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.
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