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Universal Music launches a new sub-culture – Tour Tronic, with TROT presented by Gionee Smartphones

Mumbai: Leading label Universal Music India is all set to start 2015 with a banging electronic music format that shall tour the country. Always committed to supporting a wholesome evolution of culture rather than adopting passing trends, Gionee Smartphones has also come on board to support the property. With its new pop-up nightclub concept called T.R.O.T. – the format will travel the country giving electronica fans a dynamic and out-of-space clubbing experience. For all you electronic junkies, this is one event that will leave you mesmerized and longing for more.

There is little doubt that EDM is one of the most sought after and rapidly growing music genres on the scene today. India is no stranger to international trends and the country has seen several headlining acts perform in the major metros over the last few years. There is a dearth of venues in most part of our country which makes it difficult for fans to get more of their favorite music and fewer nightlife escapades. With a burgeoning audience for quality music and a fan base that is hungry for the biggest and best experiences possible, India is a thriving market for new music, new talent and internationally engineered nightclubs, which are scarce in the non-metros.

Universal Music Group has always been dedicated to give upcoming artists and genres around the world a platform to grow and market their music. Part of the leading label’s roster is also a record label‘PM: AM’ Recordings which is home to some of the world’s top EDM DJs. Building its name with artists such as Otto Knows, Porter Robinson, Alesso, Nause and Dada Life, PM:AM focuses solely on electronic dance music which is formed of a unique set-up combining the internal A&R talents of UMG from around the world. Each record signed to the label will have been screened through some of the most acutely tuned ears in the business, and in turn each release will receive worldwide synchronicity.

Universal Music’s travelling electronic music property – T.R.O.T. promises to design & deliver great musical journeys for all fans in lieu of seeding the next-gen culture in the space which Universal has termed TOURTRONIC. Presented by Gionee Smarphones, the property will not only present the freshest in the EDM scene but also provide a super-premium ambience complimented with high-end technology, cutting-edge sound, deep visual mapping and program great journeys through the most sought after talent.

The property will have its inaugural gig on 3rd January, 2015 at Goa’s most Uber chic venue, Marbella Beach Resort, with a fantastic line-up which includes international artists as Laughing Buddha, Beckers from D’nox & Beckers, Manu Ferrantini, Breger and many more. The gig will also witness our very own Indian heavyweights including Ankytrixx, Arsh, Starling, Nitin, Joshi, Knoxx and Blank. With the promise of a trend-setting nightlife experience, and the sheer intensity of talent, this property promises to become the most aspired closed-door experience to hit India in 2015.

Speaking about the property, Devraj Sanyal, MD Universal Music Group, South Asia said, “As global leaders in the world of Electronica, we have the distinct advantage of looking at this space differently than a promoter would. We are constructing this as a “consumer first” property. Tourtronic is our term that we have coined to best define this experience & it sits under the umbrella of the aptly named “Trot”. This will become a IP of the consumers where they will decide where & what they want to hear & a massive thrust will be given to our own homegrown talent which I believe the current scene could with a little more of. We begin this epic journey in Goa on the 3rd of Jan, which happens to be the first Saturday of the year & a 12 hour programming run with an incredible line up of artists at our partners in Goa– Marbella. We will tour this through the length & breadth of India & even take it to our neighbouring regions when the time is right. The time for alternate formats is here & we expect Trot to lead the way.”

Speaking about the association, Mr.Arvind Vohra, India Head, Gionee smartphones added “Gionee has had a longstanding relationship with music lovers across the country, across all ages. As an extension of our strategy to connect with the youth of India through music, Gionee has always believed in the creation of an ecosystem rather than hopping onto the bandwagon. The new subculture of “TourTronic” through Universal Music’s Trot will add on to that endeavor. The next generation of Electronica will be a rage for music lovers and we are proud to partner with TROT& TourTronic”.

While all you music lovers would love stomp to your favourite beat, get ready to soak yourself in an environment that shall take you into the future. Tourtronic is Trotting its way to bring to you a nightlife capsule that is beyond world-class and shall hit your neighbourhood very soon!