MUMBAI: Globally speaking, every brand from every type of industry manages to create content that, if not largely, but caters to a music audience to a certain extent. Acknowledging the very fact, Twitter India kick-started its newest initiative concerning music (or musicians), and collaborated with Rolling Stone India for an effort called #RollingWith.

The bi-monthly curated partnership will bring relevant musicians, across genres, to the Twitter’s ‘Blue Room’. The initiative involves performance from the concerned artist, followed and preceded by fans interaction and other similar fun activities, and the entire event will be broadcasted live on Periscope via @RollingStoneIN. The first #RollingWith session involved popular British boy band ‘The Vamps’, and the response allows us to safely conclude that the entire idea was driven by engaging fans with the artists and discovering more about the guests.

As seen in the following video, the members of The Vamps entertained the audience with the acoustic version of their highly talked about singled ‘Beliya’ (a collaboration with Vishal-Shekhar)

Watch @TheVampsband performing "Beliya" for a few lucky fans at the inaugural edition of #RollingWith @TwitterIndia pic.twitter.com/QnoXEELqRg

— Rolling Stone India (@RollingStoneIN) 29 August 2016

“Twitter is your live connection to culture, and fans flock to Twitter to share and connect with their favourite artists and other fans. We are thrilled to bring new experiences for music fans exclusively on Twitter with #RollingWith in partnership with Rolling Stone India. Through this initiative, we will be hosting curated performances from Indian indie artists and visiting global acts both on Twitter and live at the #BlueRoom, and will also give fans an opportunity to engage with their favourite musicians in new and unique ways. #RollingWith will feature both known and emerging artists to support the growing local music industry,” says Head of Media Partnerships at Twitter, Southeast Asia, Pratiksha Rao.

With #RollingWith, Twitter would manage to engage with its fans online and offline, thus further strengthening its position as a platform providing inclusive experience for fans.

The social media platform has revealed the upcoming musicians to join the initiative from the #BlueRoom. The September and October line-up also includes artists such as Urdu rapper Naezy (@NaezytheBAa), Sandunes (@sandunesmusic), and Mumbai rapper Divine (@VivianDivine), Nucleya (@NUCLEYA) and Dualist Inquiry (@DualistInquiry).

In the West, Twitter has actively supported musicians through creation of dedicated emojis during the launch of new music, or helped the artist exclusively release the single on the platform. The latest development provides the artist and the fans connect to each other (online and offline), and the effective outcome provides a win-win situation to all the parties involved.