Media
MTV Indies and Live Viacom18 come together to throw an indie experience - 'SPIRO - An MTV Indies Takeover'
26 March, 2015

~ SPIRO – An MTV Indies Takeover – a first of its kind indie experience to be held from April 1 to April 4 ~

~ Grammy-nominated American electronica producer Pretty Lights aka Derek Vincent Smith will be headlining SPIRO~

~ Celebration of the world of subcultures through Music, Comedy and Cinema as #IndiesTurnsOne~

MUMBAI, 3rd March 2015: Pepsi MTV Indies, the natural habitat of the indie soul, is all set to celebrate its first birthday as the world’s largest platform for everything indie! And joining Pepsi MTV Indies to throw a first of its kind indie experience ‘SPIRO – An MTV Indies Takeover’ is Live Viacom18. The indie takeover is set to kick-start with its first edition in Mumbai on April 1, 2015 and will continue on till April 4, 2015.

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In less than two years, LIVE Viacom18 has created close to 13 large format properties in the music and entertainment space engaging close to millions of fans across its 207 on-ground events. The division that believes in amplifying brand experiences by leveraging the several strengths of the network has engaged more than 20 million individuals on the digital platform and a further 75 million on television. SPIRO – An MTV Indies Takeover promises to be an indie experience like never before where fans will now get to celebrate the world of subcultures through music, comedy and cinema.

For the first four days of April 2015, SPIRO will take over the city of Mumbai with multiple events across music, comedy and film. Beginning at extreme ends of the city, SPIRO will weave its way towards the centre, showcasing the best of contemporary indie culture along the way. It will culminate in a day-long cultural takeover of Mehboob Studios, Bandra, featuring film screenings, stand-up acts and a jaw-dropping line-up of musicians – including the headlining act, Grammy-nominated electronica producer Pretty Lights. Now that’s a birthday party worth gate-crashing!

“The first year has been so heartening that we are ready to take our next big leap with the announcement of our landmark live experience. Our goal is to connect all our platforms seamlessly and this is an opportunity for us to do just that. The world of sub-cultures is exploding and we are excited to be right at the heart of it, firing up this revolution. Set Up. Discover.” Said Aditya Swamy, EVP and Business Head, MTV and Indies.

Being the world’s largest indie platform, Pepsi MTV Indies has always nurtured disruptive, unique, independent talent. Pepsi MTV Indies seeks to bring alive experiences with the aim of bridging the gap between artists and the audience. With its association with INS for the creation of SPIRO, Pepsi MTV Indies aims at seeding and building indie culture that the youth can truly claim as their own.

Commenting on the launch of this new property, Jaideep Singh, Sr. Vice President and Business Head, Integrated Network Solutions says, “Live Viacom18 has over the last 2 years build iconic music properties in genres of EDM, Rock, Bollywood, comedy, alternate Music and always aimed to hit the right note amongst the youth. With the launch of SPIRO, we have moved into the indie music space which is coming of age with huge interest amongst youth and it aims to connect our audience from across diverse music and cultural genres. Announcement of pretty lights is an indicator of the kind of line up that we will have on Spiro which will amaze our young music fans.  This is our first big step in the Indie music space and we are sure that consumers would love the line-up and the experience on ground around the music. “

SPIRO – An MTV Indies Takeover, will feature various indie musical acts along with a cultural experience that spans everything from movies to comedy, including a headlining act by Pretty Lights. Since his debut in 2006, Pretty Lights has been holding the indie torch high, with a prolific stream of releases – available as free downloads on his website. He’s gone on to perform at the biggest music festivals in the world, including Coachella, Bonnaroo, Electric Daisy Carnival, Ultra Music Festival, Outsidelands and Electric Zoo. In 2011, he set up his own label, Pretty Lights Music, now home to the brightest names in electronica like Michal Menert, Gramatic and Break Science. His 2013 album, A Color Map of the Sun received a nomination in the Best Dance/Electronica Album category at the 2014 Grammys. Pretty Lights music crosses many genres, forming a combination of glitchy hip-hop beats, electronic, nu Jazz, and vintage funk and soul.

Pepsi MTV Indies that launched a year ago, today reaches about 25 million homes and 10 million weekly viewers across the country through its TV channel, and has also launched a specially designed app and website (www.pepsimtvindies.com) that facilitates music discovery. It is associated with a radio channel – Radio One 94.3 FM – for an exclusively weekly indie music show, with Blue Frog for a monthly Indie showcase – RIBBIT as well as several other live concert and festival partnerships to take the indie spirit far and wide. The world’s biggest indie platform is all set to take over Mumbai as #IndiesTurnsOne this year!

So get ready to celebrate as #IndiesTurnsOne with SPIRO – An MTV Indies Takeover from 1st to 4th April 2015. Early Bird tickets to go live from 3rd March 2015 on Meraevents.com

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About Pepsi MTV Indies

Pepsi MTV Indies is the world’s largest platform for independent sub cultures and has been built in collaboration with a collective of artists and supporters of the independent scene. Led by Music, Pepsi MTV Indies also reflects other subcultures like independent Films, Art, Comedy and more, thereby taking these alternative art forms into the homes of millions. The channel was launched in February 2014 and is available across leading DTH and digital cable platforms.

Tapping into this pulsating, dynamic and fresh subculture, Pepsi MTV Indies is designed to bring together the vibrant potential of Indian youth. The channel’s programming includes mood based user generated playlists, artists busking on the streets of India, indie‘pedia’ to bring you upto speed on the happenings in the indie world, stories from amazing world that exists backstage, insights into iconic album art of our time, showcasing unusual suspects, graffiti art, bespoke automobile designing and avant garde fashion. Pepsi MTV Indies is an ‘always on’ platform available across TV, mobile, web and live events. The channel seamlessly integrates into the digital world with a unique mobile app called Pepsi MTV Indies and through an interactive website: www.pepsimtvindies.com

About Integrated Network Solutions

Integrated Network Solutions (INS) is a wholly owned subsidiary of Viacom18 Media Pvt. Ltd. The one-stop brand solution offers unique & impactful experiences through a revolutionary combination of multi-dimensional marketing & engagement platforms. Launched in 2013, INS provides exposure that is Insightful, Inspiring and Instant in connecting with audiences across age groups through its three multi-dimensional marketing platforms – LIVE Viacom18, BE Viacom18 and SPOTLIGHT.

LIVE Viacom18 engages with millions of consumers through impactful large format live properties such as Vh1 SUPERSONIC MTV VMAI, Nickelodeon KCA, Emerge, MTV Xtreme, and Comedy Central Chuckle Festival amongst others.

BE Viacom18 leverages the power of One Viacom18. It customizes in-programme and in-film opportunities for brands across Viacom18 channels and Motion Pictures.

SPOTLIGHT offers innovative avenues for brands to connect to audiences with the multi-faceted celebrities associated with Viacom18. It opens up enormous possibilities by creating customized content to tell a story that tugs at the heartstrings and engages every demographic.

For further information:
Viacom18
Prasanna Ratanjankar | Prasanna.ratanjankar@viacom18.com | 9819658616
Pradeep Kumar | Pradeep.kumar@viacom18.com | 9167024555

Buzz PR
Prioska Uke | Prioska.uke@buzzpr.in | 9833430483

Perfect Relations
Akshat Jain | akshatj@perfectrelations.com | 9920210948