The happiest music festival turns 10 this year. BACARDI NH7 Weekender, conceptualised by OML, is around the corner – with the Meghalaya edition on 1-2 November and Pune from 29 Nov – 1 Dec, and a thrilling lineup await fans in both cities with artists like Opeth, Nick Murphy fka Chet Faker, Kodaline in Pune and Marty Friedman, Karnivool, TesseracT among many others in Meghalaya. On board for this year as partners are Gaana, 5 Star, Tinder and Radio Mirchi.
This edition will mark 10 years since BACARDI came on board as the title sponsor, right from the festival’s inception in 2010.
“Ten years ago, BACARDÍ’s passion for music and our inherent legacy of creating immersive experiences, led to a creative partnership with OML, giving India one of its first music festivals ever – BACARDÍ NH7 Weekender. Fondly referred to as India’s Happiest Music festival, our commitment to providing unique experiences and showcasing true talent, remains undeterred. In the last ten years, BACARDÍ NH7 Weekender has successfully brought independent music to mainstream culture and we are confident that in the next ten years, the community will grow bigger and stronger. This year, we look forward to celebrating the festival, our fans and the spirit of always doing what moves us”, said Anshuman Goenka, Director Marketing, India.
This year, Gaana, the music app that offers more than 30 million songs, is the festival’s music partner, with exciting collaborations and integrations (both in app and on ground) being planned – to offer attendees and Gaana users an integrated festival experience. With an exclusive Gaana stage having a curated list of artists at the festival and artist interactions, Gaana will play an important role at the festival this year.
“When Indians think music, they think Gaana, India’s favourite music app. We are revolutionizing the way music content is consumed in India with our Gaana Originals initiative. By collaborating with musicians to curate original indie content, we provide a platform to distribute independent music. We are proud to be the official music partner for the 10th edition of BACARDI NH7 Weekender, a festival which, like us, helps artists present their creativity”, said Rahul Jain, Lead Events & Partnerships, Gaana.
5 Star – having been in the comedy space for a while now – is on board with a separate stage at Pune that will be dedicated to the strong comedy lineup that Pune has, with the 5 Star ke Lolstars stage. 5Star has invested in comedy over the past 2 years, building the 5Star ke Lolstars property jointly with OML and working with India’s biggest comedians, so this association is the natural next step for the brand – an exclusive comedy stage at the happiest music festival.
Tinder is back, replicating and expanding on Camp Tinder, which they’ve executed successfully at Bacardi NH7 Weekender before, offering festival goers a great on ground experience.
Radio partner Radio Mirchi has tied up with the festival as well – because it is the happiest music festival after all, and Mirchi sunne wale, always khush.
“We work with our sponsors as partners in building value far beyond logo presence. Festival culture is a space that enhances creativity and we ensure that all our partners are culturally relevant and make our festival experience mutually beneficial for them and us. Brands add value to our fan experience and become a part of their lifelong memories”, added Supreet Kaur, Festival Director – BACARDI NH7 Weekender.
Every year the festival aims to be strategic in its partnerships, in order to give its fans an enhanced and experiential weekend. And by collaborating with the festivals, the brands get a unique opportunity to give a select and relevant section of their audience a brand experience they’re not likely to forget.
The tickets for the music festival are up for sale on www.insider.in/nh7-weekender.
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Arun Iyer / Faiz Bogani
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OML is a global, artist-first company that creates intellectual properties (IPs) for content platforms, live entertainment and brands, that have become synonymous with pop culture in India and across the world. OML’s global creator network spans 200+ artists across genres and across 20+ countries.
Working at the cross-section of content, talent representation and live experiences, OML has produced promoted and presented sold out tours in India and abroad for some of India’s biggest entertainment properties, from BACARDÍ NH7 Weekender (described by The Guardian as “India’s answer to Glastonbury”) to Breezer Vivid Shuffle (India’s largest hip hop festival) and LOLstars and Headliners in comedy. They have also produced 200+ hours (3.6Bn minutes watched) of memorable and iconic online properties, series, standup comedy specials and content pieces across genres for television and various multimedia platforms such as Sound Trippin’, The Dewarists, Comicstaan, Laakhon Mein Ek, Pushpavalli, Chacha Vidhayak Hai Humare and Queens of Comedy.
OML works with a wide range of brands (BACARDÍ, YouTube, Cadbury’s 5-star, Britannia, RedBull, Levi’s, FlipKart, Amazon to name a few) and creators including 150+ YouTube stars and some of the biggest independent comedy acts, dancers, writers and storytellers in the country including Zakir Khan, Kanan Gill, Kenny Sebastian, Kaneez Surka, Sumukhi Suresh, Prashasti Singh, Sidin Vadukut and Melvin Louis amongst others.
ABOUT BACARDÍ Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 157 years ago in Santiago de Cuba, family owned Bacardi Limited currently employs more than 7,000, operates more than 20 production facilities in 11 countries, and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit www.bacardilimited.com or follow us on Twitter @BacardiLimited or Instagram @BacardiLimited1862.