Seagram’s Royal Stag presents Royal Stag Boombox, a first-of-its-kind musical experience. Royal Stag Boombox brings together polar opposites of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to make original music, to create a new soundscape.
Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop. This mix will have the swag and emotional heft of Hindi cinema’s best compositions and the throbbing vibe and vigor of hip-hop.
This cultural movement manifests itself in two unique, engaging formats:
1) The in-studio format; a unique Phygital music concept featuring four original Melody x Hip Hop music tracks that will be released as singles and videos across platforms.
2) On-ground format; this format will travel to five of India’s biggest youth hubs – Pune, Indore, Bhubaneswar, Manipal and Jalandhar, to offer a heady cocktail in each city, of enviable headline acts alongside food, culture and merchandise. Quite simply, a true-blue youth carnival feel that cannot be missed.
Kartik Mohindra, CMO, Pernod Ricard India said, “Music and experience bring people together like nothing else and are natural enablers of conviviality. Royal Stag has always strived to pulse with the passion points of the youth of this country and Royal Stag Boombox is the perfect platform for the brand to connect with tomorrow’s India. Royal Stag Boombox is a direct extension of the Royal Stag philosophy of ‘Living it Large’, while offering a unique opportunity of coming together and enjoying new experiences. It has created a new soundscape by blending two exciting genres, hip-hop and melody; this might just become the new rhythm of young India!”
Ajay Gupte, CEO- South Asia, Wavemaker said, “Royal Stag has always positioned itself as a youth brand and with Royal Stag Boombox – a unique and engaging musical experience designed for the young consumer, we are taking it a step further. This is yet another innovative collaboration between Wavemaker and Pernod Ricard in the area of music and entertainment. We are confident that Royal Stag Boombox will appeal to the music lovers of the country and will be a huge success.”
Mahesh Shetty, Head of Network Sales, Viacom18 said, “Connecting with the consumers at their wavelength and creating content that resonates with them has been the core of Viacom18’s DNA. We are super kicked about our partnership with Pernod Ricard to create this new experience in the soundscape of India. Each music piece is a gem and we are confident Indian youth will be humming these tunes in the coming days.”
Music composer and singer, Amit Trivedi said, “Youngsters of India love to explore new forms of music. I am thrilled to be a part of Royal Stag Boombox and this unique mix of the melody of Bollywood and the vibe of Hip Hop to offer fresh new sounds to the audience.”
Excited about the association, Badshah said, “I am thrilled to be associated with Royal Stag Boombox and to have the opportunity to perform for my amazing fans in Bhubaneswar, Indore, and Pune. I can’t wait to bring the house down with my music and create unforgettable memories with all of you. Get ready to witness an epic show!”
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