Celebrating the spirit of ‘Living it Large’, Seagram’s Royal Stag presents Royal Stag Boombox, a first-of-its-kind musical experience. It is the sound of a young generation, a tribe that tends to make rather than follow trends, a tribe that is in constant search of soul-stirring experiences. The musical experience held its second show in Bhubaneswar, Odisha on March 25. The city came alive as Royal Stag Boombox audaciously brought together polar opposites of the music industry – the melody of Bollywood and the gully vibe of Hip-Hop – to make original music, to create a new soundscape.
With an excited crowd of close to 10,000 people, the Bhubaneswar experience was abuzz with youthful energy. The venue (Exhibition Ground, EkamraVihar) was beautifully lit with vibrant colours, featuring various facets of culture, merchandise, food and a myriad interactive experience for the audience to engage with. In addition to the headline performers, various other acts kept the audiences engaged during the event, including performances by local bands, dancers, flippers and beatboxers in the afternoon. As the evening drew closer, DJ Yogii took over the stage, enlivening the festival with his mash ups. This was followed by rapper Dino James, who spread the reverberating vibe of hip-hop through the crowd. The evening soon took a melodious turn as singer Jasleen Royal arrived on stage and worked her magic. And with the ultimate headlining performance by Badshah, the event truly reached its peak.
For many years, music has been a key consumer engagement pillar for the brand. Today, the youth tilts towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular among the youth of the country, while Bollywood melodies remain integral to their cultural milieu. Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop. This mix will have the swag and emotional heft of Hindi cinema’s best compositions and the throbbing vibe and vigor of hip-hop. This cultural movement manifests itself in two unique, engaging formats: The in-studio format and the on-ground format.
