Independence Rock !!

One of the most celebrated rock music festival in India, Independence Rock (I-Rock) is back in its 26th year with a number of changes, one being rechristening the iconic name to ‘MTV Independence Rock’.

For the first time, the music fest will be broadcasted on national television – MTV and VH1. Starting from 7 November, the festival will be hosted all across five cities namely Mumbai, New Delhi, Bengaluru, Pune and Kolkata.

Speaking on the new initiative MTV EVP and business head Aditya Swamy shared, “It’s an honour to take this iconic property live for the first time and showcase our musical talent across the country.

I-Rock has revamped its format this year. Unlike jury selection, the 25 rock bands will be chosen via public voting on social networking sites. The selected final five regional winners will compete at the All India National final on 26 November in Mumbai for the cash prize of one lakh.

I-Rock has also introduced a new segment ‘MTS Red Energy Wild Card Entry’ which will allow one band to win the wildcard spot into the national final. To participate, the band has to register at MTS official site by uploading their demo track and the entrant with the most online votes will be selected as a winner. The winner will also receive Gary Lawyer and Imran Khan autographed electric guitar. The voting for the ‘MTS Red Energy Wild Card Entry’ will begin from 20 October and will conclude on 21 November.

Speaking with, E18 CEO Farhad Wadia said, “This year I-Rock in its 26 year has undergone some huge changes. For the first time, the band selection will take place through public voting. There will be no jury involved and the bands will be purely judge on their talents, quality performance and originality. This year the budding rock band will also have a chance to directly enter in the grand finale through an MTS Red Energy Wild Card Entry.”

MTV has adopted 360 degree promotional plans through various mediums including print and online.

Wadia added “For marketing the fest, we have similar plans including advertisements in newspaper and a dedicated site for the same. We have prioritized the social viral channel for extensive promotions by including sites facebook, twitter. This year, I-Rock counts on audience at each and every stage.”

I-Rock will be promoted by bollywood star and youth icon Imran Khan He said, “I am excited to be a part of the 26th edition of MTV Independence Rock brought alive by MTS Red Energy. It is a platform that has familiarized some of the most famous rock bands like Pentagram to India. I’ve always been a big fan of rock music and I have great memories of attending I-Rock over the years.”

Source : Internet Media


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