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The Indian hip-hop scene has grown exponentially over the past decade, with new expressions of music, art and dance emerging every day. Breezer Vivid Shuffle (BVS), India’s largest hip-hop festival, has turned into a cultural phenomenon, witnessing performances by over 225 artists, the participation of nearly 340,000 shufflers, and an international jury of 24 people. By then, it was activated in over 320 cities.
By interacting with Adgari, Arti Hajela, RTD Bacardi, Regional Brand & Category Headthe Breezer Vivid Shuffle’s six-season journey, the growing hip-hop movement in India, engaging consumers through festival routes, and more.
How did the idea for Breezer Vivid Shuffle come to fruition? How was the journey from season 1 to now season 6?
The Breezer Vivid Shuffle has grown tremendously over the past five seasons. Introduced five years ago as a dance festival to provide a platform for India’s most authentic underground artists of the genre, the festival has since transformed into a cultural phenomenon. Given the performances by over 225 artists, the participation of nearly 340,000 shufflers, and the national stage of his 24 international jury in over 320 cities, the festival is a confluence of cultures, communities and talents. Watching it emerge as a dot is a rewarding experience. We are proud of the space the festival has created as India’s largest hip-hop league, as a result of the overwhelming love it receives from audiences and artists each year. Each season, street art, culture and performance become a larger national platform.
What is your go-to-market strategy for this season?
Keeping the consumer in mind is central to all marketing and advertising strategies. This is why we keep updating and adapting our strategies to meet changing consumer needs and interests. Over the past few years, consumers have demanded an enriched experience at home, making the move to virtual imperative. With the on-ground event finally happening, there’s a huge opportunity to re-engage with consumers offline. Specifically, Live Music Market-Forecast and Analysis Report 2021-2025 predicts that his CAGR from 2020 to 2025 will be his 6%. Employing this strategy, by taking #BeatsOfTheStreets offline this season, we aimed to deliver a thoughtfully curated experience that will provide a compelling experience. We also leverage the full marketing mix to create genuine brand awareness.
What is BVS’ commitment to celebrating the Indian hip-hop movement by making way for artists?
One of the most successful brand extensions, Breezer Vivid Shuffle aims to champion homegrown hip-hop talent in India. Created with the aim of representing underground fraternity talent and providing opportunities to the community, the festival has since evolved into a platform for the growing hip hop movement in India.
Today, the hip-hop scene is taking India by storm, with many up-and-coming artists making waves with sub-genres such as colloquialism and anti-caste, alongside others with local twists to the genre. carving out a niche. wrap. BVS’s idea is to continue to pave the way for the most sensational hip-hop talent in the country. Giving them a national stage and connecting them with relevant audiences while expanding their footprint each year to advance hip-hop culture. farther away. This year’s festival featured exciting performances in Hyderabad, Mumbai and Guwahati by artists such as Raftaar, Krsna, Brodha V, Seedhe Maut, Hanumankind, Wicked Sunny, DJ Proof, Dino James, Khasi Bloodz and Meba Ofilia. . As the hip-hop community continues to grow, we look forward to furthering this vision and expanding it in the coming seasons.
How does the Breezer Vivid Shuffle bring an immersive experience to hip-hop enthusiasts, boldly demonstrating the power of this art form?
Breezer Vivid Shuffle is more than just a music festival, it’s a cultural experience that truly transports audiences into the world of hip-hop. I wanted to go one step further by touching on other core elements of hip-hop, such as dance and fashion. Because the festival has carved out a niche among music lovers by showcasing the most sensational hip-hop talent. India. With this in mind, he invites the audience to show off his moves in an open dance her cypher, update the drip in a street-style souk, and enjoy delicious food, all under his one roof. urged. In addition, the platform also hosted #BeatsOfTheStreets (#BeatsOfTheStreets). Judged by international heavyweights such as Mary Poppins, Boubou and Outrage, this digital dance battle offers a fully immersive experience for hip-hop enthusiasts across the country.
What were your expectations for this year’s BVS Festival?
The overall vision when the Breezer Vivid Shuffle returns for its 6th edition this year was the same as ever. It was meant to bring street art, culture and performance to the national stage, but only this time, it’s bigger and better. By hosting the festival for the first time in two years in the cities of Hyderabad, Mumbai and Guwahati, he wanted to engage with India’s growing community of hip-hop enthusiasts in a more meaningful and relevant way. – person’s experience. We’ve put a lot of effort into making this happen at scale and eventually offline, and we’re happy that the festival has managed to strike the right chord with hip-hop enthusiasts in the country. I’m here.
The Season 6 feature and the inspiration behind #BeatsOfTheStreets looks like a very interesting campaign.
The inspiration behind bringing #BeatsOfTheStreets to life at this year’s festival came from all the excitement and enthusiasm that has brought this country to life on two fronts: hip-hop and festivals. The hip hop wave is growing strongly in India and over the past few years more artists, music lovers and fashion lovers have joined the cultural bandwagon. , it has been observed that an increasing number of people are interested in experiencing this burgeoning hip-hop culture hands-on at full throttle. This is what drove us to serve our audience with a music-inspired exhibit celebrating #BeatsOfTheStreets this season. has become even more special to us and the Indian hip-hop community.
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