RnM Team    10 Jul 13 15:32 IST


MUMBAI: Ghazal icon Talat Aziz is exploring new grounds beyond the serenity of ghazals and traditional music. The man, known for his ‘smooth as silk voice’ has been rapidly catching up with the intricacies and nuances of global phenomenon- Electronic Dance Music (EDM).

Introduced to EDM by his son Adnan, who has a keen interest in the music and has dabbled into mixing and adding effects to tracks, it was a challenging but educative road for Aziz to take with surprising results.

“It was initially a very challenging experience. It was my son Adnan who introduced me to the genre and he educated me about how to mix sounds and create grooves. The genre is a fresh product for me,” Aziz told Radioandmusic.com.

Beyond the technicalities and philosophy, what Aziz’s introduction to EDM did was spark an idea. Holding talks with Percept Live’s- which owns live music properties like Sunburn- head honchos, a new idea germinated- a concept of bringing the thousands of remixed Bollywood songs enjoyed by millions under one roof.

Christened ‘Bollyboom’, the new property is a festival on the lines of Sunburn that will enthrall crowds with Bollywood music remixed to EDM or Bollywood Dance Music (BDM). Its unique selling proposition (USP) and where it diverges from Sunburn is Bollyboom will a heady mix of EDM laced with retro Bollywood songs, topped with a multitude of other entertainment options in one area giving revelers an unforgettable experience.

Percept is serious about building the intellectual property (IP) of Bollyboom. It has already earmarked Rs 30 crores to build the name and is targeting 1, 00,000 people in its first year. It is aiming for topline revenues of Rs 250 crores by FY 2014 and Rs 1.5 billion by FY 16.

The Bollyboom team will have to create different set of songs and sounds for each of the venues to go with the mood and ambience of the cities.

Its officials have also worked out the copyrights and performing rights for the songs to be used.

Bollyboom will not restrict itself to the youth (although its main target) but the whole Indian family. So, in addition to the music, the festival will have balloon rides, shopping, food to keep the rest of the family entertained while the youngsters groove to the EDM.

To ensure that the music is world class- and

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