| 29 Feb 2024
LIVE Viacom18 plans to expand MTV Bollyland's reach in Tier II cities

MUMBAI: With a plan to expand in tier II cities, LIVE Viacom18 has introduced 12 club nights and 12 city concerts under its annual property MTV Bollyland. With this expansion, the property will target Bollywood and EDM lovers across the country.

MTV Bollyland club nights are a series of 12 gigs that will be held all over the country from June onwards. The MTV Bollyland city tour comprises 12 consecutive city concerts, both spanning across some of the key Indian cities. The club nights will kick off with a preliminary gig at Royalty in Mumbai on 20 June 2014. It will feature Bollywood mash-ups with DJ Chetas and Bollywood playback singer Neha Kakkar on one stage. This will also have a special reel life bachelor party which will be promotion act of the film 'Humpty Sharma Ki Dulhania'.

Viacom18 INS SVP and business head Jaideep Singh said, "In the past year, we have successfully curated experiential properties across popular music genres. To cater to a diverse and evolving audience, our platforms provide world class musical experience by Indian and international artists. In alignment with our growth plan, we have created extensions for our flagship IPs to widen the reach to tier II markets, thus contributing to the spread of music pan India and enhancing consumer experience."

LIVE Viacom18 organised the Bollywood Dance Music festival called MTV Bollyland on 29th and 30th November, 2013 at Unitech Golf and Country Club, Noida, for the first time. The line-up of artistes for the festival included Mika Singh, YoYo Honey Singh, Hard Kaur, Benny Dayal, Shalmali Kholgade, Neeti Mohan, Shibani Kashyap and many more. These artistes collaborated with favourite DJs like DJ Aqeel, Chetas, NYK, Khushi, Suketu and amongst the others.