MUMBAI: Kappa TV, the Kerala-based independent music channel, will extend its signature series 'Music Mojo' in to a full-fledged music festival called Mojo Rising. Kappa TV is from the Mathrubhumi group, the publisher of the widely circulated Mathrubhumi daily and airs programmes in Malayalam, Tamil, English and Hindi. On 20 and 21 February, Mojo Rising will bring together 15 independent artistes who have featured on 'Music Mojo', with Pune-based rock band Agnee headlining the festival.

Mojo Rising was originally planned to premiere in 2014, however, due to lack of sponsors, the concert could not gestate itself, said Kappa TV Creative Consultant Sumesh Lal. "This year, because of the growing popularity of 'Music Mojo', it was possible to create the festival. We wanted to bring our 'Music Mojo' artistes out of the studio and have them perform in front of a live audience, something that they in fact love doing," added Lal. "Mojo Rising is in fact an extension of the TV show; taking the music of 'Music Mojo' live is its rightful extension."

When asked why Kappa TV chose Agnee to be the headlining act for Mojo Rising, Lal said, "We wanted someone who has not been featured on 'Music Mojo' and someone who has a good following countrywide. And, Agnee had not performed as headliners for a Kerala music festival."

For now, Mojo Rising will be the only live intellectual property developed by Kappa TV. And, Kappa TV seems to be putting all its efforts into making Mojo Rising an unforgettable experience for attendees and musicians alike. "We want Mojo Rising to be a premium IP. Right from infrastructure of the venue, to the lighting and sound, we have made a substantial investment in the festival," said Lal.

Kappa TV is going to all lengths to market Mojo Rising. Online promotions have already begun, along with heavy print promotion through its mother brand Matrubhumi and its various other publications. There is also major outdoor publicity, and college road-shows which are already under way.

Even though this year, Mojo Rising will be held in Kochi, Kappa TV plans to expand the festival to various locations across the state of Kerala, and soon to the rest of the country. Prior to the main music festival, Kappa TV has also been organising pre-event gigs in Trivandrum, Kochi and Calicut to attract major audience for Mojo Rising.

Mojo Rising will be held on 20-21 February at Bolgatty Palace Grounds in Kochi.