| 24 Feb 2024
Universal Music India and Twisted Entertainment to have equal stake in Enchanted Valley Carnival

MUMBAI: The upcoming edition of Enchanted Valley Carnival (EVC), will probably be the biggest it has had yet, considering the company Twisted Entertainment has joined hands with Universal Music India. The two companies will have equal stake in EVC. It is India’s first camping music festival that takes place in Aamby Valley, every year. Tiësto, Ferry Corsten and Fatboy Slim have been confirmed as the headliners for the festival.

EVC has inked a long-term sponsorship with alcohol brand-Bacardi and music service-Saavn.

This venture marks Universal Music Group South Asia’s debut in the experimental marketing space as the first label to participate in a venture of its kind. The festival is a multi-genre music festival which was launched in 2013.

EVC and Enchanted Village are the core initiatives of the joint venture in the music festival and camping adventure spaces, respectively.

EVC co-founder Shoven Shah informed that “EVC’s budget has gone up 20-25 per cent.” He also added that the early bird tickets response for this edition of EVC has gone up by two per cent.

UMG South Asia MD and CEO Devraj Sanyal said, “It is a privilege for me to be leading our foray into the music festival business with EVC 2015.” Commenting on the association, he added, “Together, we can build Enhanced Valley Festival into the unmissable event for music fans and artists in South Asia.” The label entered the live space last year with smaller IP called 'Trot'.

Through the association, Shah believes that together, the two companies can bring EVC to a leadership position in 2-3 years.

One stage will be programmed by producer/DJ- Ferry Corsten. He will debut ‘Full-on’ in India at the festival.

Bacardi marketing and sales director Manish Seth said, “With world-class artistes like Tiësto and Fatboy Slim performing in the stunning valleys of Aamby, Bacardi will hope to once again deliver experiences to remember for its fans.”

Saavn co-founder and executive chairman Paramdeep Singh said, “We have worked closely with Universal Music India for years, and it has been incredible to see the growing influence of international music on Saavn and in India, overall.”

There is a pan-India marketing plan that will roll-out for EVC 2015. The festival will take place from 18-20 December 2015.