VH1 Supersonic, a Viacom enterprise and one of India’s hottest EDM fest, has broadened its horizon booking artists from other genres, aside EDM, including hip hop stars Macklemore and Zedd. This year alone, the line-up is a mix-genre that features over 50 artists.
Selecting from mainstream genres also meant that an EDM fest such as VH1 Supersonic is emerging from EDM-focused, which was more famously known for its electronic music, to a full-fledge mainstream festival. For the first time, the festival is opening its fanbase not only to EDM supporters but also to one of the most popular genres in the world, hip hop. This reason alone opened up a wealth of sponsorship revenues for a festival that has only been around for less than 5 years.
The festival is titled sponsor by Gionee, a mobile brand and powered by Budweiser. Other sponsors include brands from various sectors: fashion e-commerce Fastrack and Aijio.com; consumer electronics retailer Reliance Digital; mineral water brand Bisleri; breath freshener Spraymint; and energy drink Dot Shot.
Viacom18‘s Integrated Network Solution (INS) and Head of Consumer Product Business Saugato Bhowmik commented: “VH1 Supersonic has nearly doubled its sponsorship value since the previous editions by partnering with brands from diverse sectors on the back of tremendous success in the past editions and a transformed genre line-up. We have got the highest number of partners for this edition.”
The three-day festival held in Pune is claimed to have an average sponsorship deal valued from US$178,000 to US$228,000. While Viacom is focusing on the ground ensuring long-term partnership with their broad network that provides multi-platform coverage. Among many other cross-network coverage, the festival highlights are also aired on VH1 and Voot, its OTT platform.
Attracting the Youth Market
While this is only its fourth edition, the festival moved from Goa to Pune continues to be popular amongst Indian youth and organiser is hoping that the mixed genre will continue to pull in the crowd. This year has been by far one of the most successful year for the festival and organiser will continue to allow youth and young professionals to enjoy festivals at an affordable rate.