The award-winning consumer audio brand – boAt has associated with Percept Live as their official Audio Partner. boAt will take centre stage as Audio Partner for the musical extravaganza Sunburn, a Percept Live Intellectual Property, ranked as Asia’s Premiere Electronic Dance Music (EDM) festival. The association will also see boAt as the official Audio Partner for Bollyboom, a Percept Live IP, and the world’s first and biggest Bollywood Dance Music Festival. boAt will partner with Bollyboom’s multicity tour with legendary singer and boAt ambassador Guru Randhawa
boAt will be running a 360-degree marketing campaign for fans and musicophiles giving them a chance to attend all the Sunburn and Bollyboom concerts pan-India through 2019-2020. While Bollyboom’s Guru Randhawa multi-city tour will give Bollywood music fans a chance to groove to the singer’s talent and boAt’s state-of-the-art audio technology, Sunburn will see boAt partner on the audio front on a multiplicity of event formats pan-India including Sunburn Arena, Sunburn Campus Tours and the much awaited three day Sunburn Festival which will be held in Vagator, Goa from 27-29 December 2019.
Sunburn, a Percept Intellectual Property, is Asia’s Premiere Electronic Dance Music (EDM) Festival, and is ranked amongst the world’s biggest music festivals. Started in 2007 as a 3 day music festival in Goa, Sunburn has grown to become an aspirational lifestyle brand boasting an eclectic mix of music, entertainment, experiences and celebration that has seeded music tourism in India. Over the past decade, Sunburn has brought together renowned International and Indian artists to entertain millions of dance music lovers across the globe, and has positioned India as a prime dance festival destination to the world. Sunburn has the distinction of having brought down to India the world’s top 10 DJs, including Swedish House Mafia, Martin Garrix, Tiesto, Avicii, Hardwell, Deadmau5, Armin van Buuren, David Guetta, Afrojack, Above & Beyond, The Chainsmokers, Dimitri Vegas & Like Mike, Marshmello, Paul Van Dyk, Skazi, Pete Tong, Dash Berlin, and Nicky Romero. Ranked recurrently as Asia’s No. 1 Live Experience Fest since 2009, Sunburn is positioned in the Top 3 Festivals in the world alongside Tomorrowland and Ultra Miami festival.
Bollyboom, a Percept Intellectual Property, is a forerunner that introduced a new genre called Bollywood Electro Music, a fusion of Bollywood music and electronic sounds in the festival market in India since 2013. Previous editions have witnessed live performances by Sonu Nigam, Salim-Sulaiman, Shaan, Shveta Pandit, Shraddha Pandit, DJ Raftaar, DJ Aqeel, DJ Shilpi Sharma, DJ Zulfi Syed, DJ Aman and Guru Randhawa. Apart from Arenas and Pop-ups, Bollyboom has hosted multiple Club Nights across the country.
Commenting on the association, Aman Gupta, Co-founder, boAt said, “Sunburn, Bollyboom and boAt have grown to become lifestyle brands offering and celebrating music experiences unlike any other. Sunburn is one of the most-awaited music festivals of the year and we are thrilled to be associated with Percept Live. As a millennial audio brand we will continue to partner with such properties that resonate with our target audience.”
Karan Singh, Chief Operating Officer, Percept Live commented, “We are excited to partner with boAt. Both Sunburn and Bollyboom have challenged the status quo and emerged as a favourite among Millennials and Gen Z. We innovate, experiment and scale up our products every year to provide fans a world class entertainment experience with the best artist line-up, state-of-the-art technology and a wide range of activities to keep them fully immersed and entertained. This year too we intend on raising the bar and our Audio Partnership with boAt will certainly offer our fans an entertaining musical experience like never before.”
In a sector dominated by established global brands, boAt has ramped up quickly in a short span of three years, through its core high-quality audio product line of smart, efficient, stylish and durable ‘hearables’. The brand has already registered INR 100 crores in FY'18 as gross sales and is eyeing INR 500 crores in the next few years. With a strong focus on consumer desires and aesthetics, the brand has created products that seamlessly integrate into the evolved consumer’s personal style statement. The trendy look and feel of the boAt speakers and headphones have led to the new category of ‘hearables’ akin to fashion accessories. boAt has already created a community of over 1,200,000 boAtheads (consumers) who want to be seen listening and wearing their favorite audio accessories to make a lifestyle statement.
boAt products are available both online (Amazon, Flipkart, Myntra, Snapdeal, etc.) and offline (Croma retail, Vijay Sales, Poorvika Mobiles, etc.)
Launched in 2016, boAt is a lifestyle brand with fashionable consumer electronics products such as earphones, headphones, speakers, sound bars, travel chargers, and premium rugged cables. Whether it is the use of tough fiber to considerably extend the lifespan of its connector cables, or the waterproof Bluetooth speakers or the ‘Bassheads’ series of wired headsets that were designed keeping in mind the preferences of listeners of both Indian music, as well as pop and electronic dance music. Every boAt innovation has consumer needs and desires at the core of its design.
About Percept Live
Percept Live, established in the year 2012, is the live entertainment division of Percept Limited. It owns and manages all the Intellectual Properties created in the Live Entertainment, Sports, Fashion, Digital and Media space. Percept has been in the ‘Ideas’ business for the past 35 years and has been instrumental in creating many legendary ‘Intellectual Properties’ in the past for its clients. The creation of a dedicated ‘Intellectual Properties’ business was but a further extension to Percept’s existing knowledge and expertise in the Entertainment, Media and Communications domain with a vision to convert path breaking innovative ideas into Assets in order to create long term value for all its Stakeholders.
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.