In line with its philosophy of being a constant companion in all the new and exciting experiences for their vivacious, vibrant and stylish consumer, Livon is launching the hunt for India’s first ever All Girls Korean Pop (K-Pop) band. Recognising a growing affinity for the genre in India, Livon is looking for India’s Top K-Pop Stars in partnership with international music channel 9XO. The K-Pop genre has created one of the biggest waves in the global entertainment circuit and gained immense popularity with gen-Z across the world. With K-pop stars becoming major global fashion influencers and shaping fashion trends worldwide, styling has become critical for any emerging talent in the genre. Thus, Livon will focus not only on the hunt for singing abilities but will also groom the contestants into getting that awesome K-Pop look.
Open to all K-Pop enthusiasts in India, the talent hunt is aimed at finding and honing the best K-Pop talent from across the country. The chosen band of 5 Indian girls will get a chance to record their K-Pop music video and release it on air with 9XO. Livon’s India’s Top K-Pop Stars kicks off with on ground auditions in Guwahati and Shillong followed by shortlisting of winners and mentoring sessions in Mumbai. To help choose this band and mentor them throughout the process, Livon has partnered with popular musicians from the North East region- Alobo Naga, Alune Tetseo and Kuvelu Tetseo.
Speaking about the launch, Koshy George, Chief Marketing Officer, Marico Limited said, “The growing popularity of K-Pop and the inclination of our consumers towards it was a huge push for us to launch India’s Top K-Pop Stars in partnership with 9XO. With this property, we want to give our consumers an opportunity to showcase their love for K-Pop and guide them on styling and performance as they work towards putting the first ever K-Pop girls music album in India. K-Pop is not just about music but also about the way one looks while performing that Livon aims to bring out in the most fabulous manner for its consumers.”
Livon 9XO India’s top K-Pop Stars hunt will be promoted across 9XO and 9XM through on air promos and on their digital channels. The talent hunt will also be promoted across digital and social media platforms.
Commenting on the initiative, Pawan Jailkhani, Chief Revenue Officer, 9X Media Pvt. Ltd. said, “Our international music channel 9XO has always helped the viewers to discover great music. K-Pop being the music for the youth today, this hunt is an apt platform for the deserving and talented singers. We are pleased to partner with Livon and present Livon 9XO India’s top K-Pop Stars. We believe in creating content that is unique and different; hence we present the hunt for India’s first all girl K-Pop band. I am confident that this talent hunt will be yet another success story waiting to happen with the Audience Brand Connect division at 9X Media.”
Auditions for India’s Top K-Pop Stars will be held in:
Guwahati on Nov 6 at Cottons University
Shillong on Nov 7 at St Anthony’s College
About Marico Limited
Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies, in the global beauty and wellness space. During 2018-19, Marico recorded a turnover of about INR 73.3 billion (USD 1.05 billion) through its products sold in India and chosen markets in Asia and Africa.
Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Saffola FITTIFY Gourmet, Coco Soul, Hair & Care, Nihar Naturals, Livon, Set Wet, Set Wet Studio X, True Roots, Kaya Youth O2, Mediker and Revive. The international consumer products portfolio contributes to about 22% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, XMen, Sedure, Thuan Phat and Isoplus.
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.