MUMBAI: ‘Where words fail, music speaks,’ Hans Christian Andersen’s words perfectly define the eternal importance of music that unites people across cultures and traditions. As the nation celebrates unique melodies on World Music Day, today, the two pioneers of musical entertainment – Vh1 India and MTV Beats have come together to present India’s first-of-its-kind 24-hour online music festival.

The two brands are set to accomplish this incredible feat with an initiative, #LongLiveMusic that brings together 40+ distinguished artists to perform live across different genres, on Facebook.

Starting from the midnight of 21 June, Vh1 India and MTV Beats will host a reputed bunch of artists, ranging from Bollywood sensations such as Aastha Gill, Shahid Mallya, Arjun Kanungo, Aparshakti Khurana, Darshan Raval, Akasa Singh, Amit Misra and Tony Kakkar to popular Indie musicians like Sickflip, Fuzz Culture, Su Real and Seedhe Maut, and others, who will create a perfect blend of diverse music along with some grooving numbers. The closing act by DJ Zaeden will bring an end to the marvellous celebration of World Music Day on the midnight of 22 June 2019.

“Vh1 India and MTV Beats have been powerhouses of music entertainment. Both brands have stayed ahead of the curve through specially curated formats and programming innovations that have successfully secured an audience. As we take a giant leap ahead to celebrate our love for music, through a medium as powerful and dynamic as the digital, we are happy to have Facebook as a partner in accomplishing this huge feat of the first ever 24-hour live musical fiesta. Long Live Music is a clutter-breaking initiative that aims to bring together fandom’s of diverse music cultures at one place”, said Viacom18 Youth Music and English Entertainment head Ferzad Palia.

“For artists today, Facebook is more than a profile with a bio and a link.  It’s an extension of their authentic creative self and has come to be regarded as an essential space for artists to share their work, especially so for many independent artists. We are happy to and support media channels creating new content formats that are immersive and interactive and brings people together for their love for music,” said Facebook India partnerships director and head Manish Chopra.

The music aficionados are in for a one-of-a-kind celebration, this World Music Day, a Vh1 India and MTV Beats join hands for India’s first and longest Facebook live music gala. Tune into the official Facebook pages of Vh1 India and MTV Beats from the midnight of 21 June to be a part of the 24-hour fiesta of live performances by the extravagant artists celebrating our love for music.

Revel in the spirit of this World Music Day as Vh1 and MTV Beats India to present the longest Facebook live musical celebration.