MUMBAI: Entertainment company Percept Live announced its new property 'Bollyboom' festival that will mix Bollywood songs with EDM (Electronic Dance Music). In addition to newly coined Bollywood Dance Music (BDM), the new property will include food, shopping and dance for fans of Bollywood music and EDM (Electronic Dance Music). The company, which also owns the Sunburn IP (Intellectual Property) will initially invest Rs 30 crores to promote and organize Bollyboom starting with its first show at Delhi on 24 November.

The company is targeting a live attendance of around 1,00,000 people in its first year and up to 5,00,000 people by FY 2016 with a topline target of Rs 250 crores in FY14 to Rs 1.5 billion, officials said.

The festival will be initially introduced in the India market to cities likes Ahmedabad, Chandigargh, Indore, Kanpur, Jaipur, Pune, Lucknow, Hyderabad and expand to foreign venues like Brimingham, Manchester, Berlin, Kuala Lumpur, Singapore and Jakarta among others where fan base and awareness of Hindi film songs is strong. Centres like Mumbai will be incorporated at a later stage. The company said it was confident that audiences would take to Bollywood based EDM festivals of international standards. Though the festivals will be youth-centric, it can be enjoyed by the whole family as it will offer other connected entertainment activities like shopping, food and balloon rides. The festival will not cannibalize existing properties like Sunburn with dates and timings adjusted accordingly.

The core team for the venture include singer Soni Nigam and music director duo Salim- Suleiman. Ghazal singer Talat Aziz will handle the creative content of the festival which will primarily consist of Bollywood songs- classics and contemporary- set to catchy EDM beats and sounds. Company officials said the team content to suit each venue to the taste of audiences is being developed and Bollyboom would also provide employment to professionals from content developing stage to delivery stage.

"What we are offering is a an unforgettable experience. The 600 million strong youth of India below the age of 25 years is quite aware of the global entertainment scenario through TV, YouTube. They expect the same scale and level with Indian live entertainment. What sets Bollyboom apart from the existing DJ based remixes of Bollywood songs will be the international standard EDM touch incorporated by top artists of the industry. The festival will also define itself through live performances by top artists like Sunidhi Chauhan and Mika Singh," Percept Live CEO, Manuj Aggarwal said.