MUMBAI: Universal Music has announced a brand new property that will commence from early 2015. The label company, in association with Gionee Smartphones, has developed a new format in the form of a pop-up nightclub that will travel around the country taking electronic dance music (EDM) to fans everywhere.

The concept, which is called T.R.O.T, will hold its inaugural gig at Goa’s Marbella Beach Resort on 3 January 2015. The line-up for the event includes several international acts like Laughing Buddha, Manu Ferrantini, Beckers from D’nox & Beckers and Breger among others. It will also see performances from a number of Indian electronics acts including Ankytrixx, Blank, Arsh, Nitin, Joshi, Starling and Knoxx.

In a statement, Universal Music Group, South Asia MD Devraj Sanyal said of the property, "As global leaders in the world of Electronica, we have the distinct advantage of looking at this space differently than a promoter would. We are constructing this as a "consumer first" property.  Tourtronic is our term that we have coined to best define this experience and it sits under the umbrella of the aptly named "Trot". This will become an IP of the consumers where they will decide where & what they want to hear and a massive thrust will be given to our own homegrown talent."

Gionee Smartphones India head, Arvind Vohra commented on the association, "Gionee has had a longstanding relationship with music lovers across the country, across all ages. As an extension of our strategy to connect with the youth of India through music, Gionee has always believed in the creation of an ecosystem rather than hopping onto the bandwagon. The new subculture of "TourTronic" through Universal Music’s Trot will add on to that endeavour. The next generation of Electronica will be a rage for music lovers and we are proud to partner with TROT& TourTronic."

Previously, Sanyal stated that T.R.O.T would have more than 15 events across the country in the 2015, considering EDM is one of the most sought after music genres today.