Hungama has tied up with VH1 Supersonic and will roll out exclusive content over its digital properties for the first quarter of 2015. The partnership includes 30 club events and 30 college events till March 2015 and began with Vh1 Supersonic Goa Fest in December 2014.

Hungama will launch a Supersonic radio station across its digital properties and will feature EDM’s hits and artists. This is part of Hungama’s plan to attract new user base which follows international music and add to its catalogue of Bollywood and regional content. Within the first quarter of 2015, the partnership will provide jointly curated content for EDM lovers across digital platforms. Hungama will also conduct on-ground and social media contests and winners  get  pass upgrades, merchandize, etc.

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This isn’t Vh1’s first partnership with Hungama and in 2013 they had tied up to bring out a Facebook application called Vh1 Pulse. And earlier in 2012, Hungama had partnered with Vh1 to offer a dial-in music service on Airtel’s mobile network. In 2011, MTV India,  also part of Viacom 18,  tied-up with Hungama to launch MTV DJ Dial, a mobile DJ service where users can call an IVR line and listen to music of their choice. MTV has tied up with major telecom operators including Airtel, Tata Docomo, Vodafone, MTS, Uninor and Reliance.

Our Take

It’s a good move by Hungama to tap into new music and reach out to a different user base and EDM is an easy way to reach to a younger audience, hopefully, Hungama will extend this beyond the first quarter, since the parties are happening always.