MUMBAI: Experimenting with bullish live music scene is profitable as it helps to create recognition and carves a niche for the brand in the market. With the arrival of more and more live gigs, there is a room to experiment. That is exactly what Sony music has done with its new property, ‘Not So Sweet Nights’, developed for Cadbury Bournville. This music label company has experimented by intertwining comedy and music.

“Audiences are always looking for something new and it is essential for us in the ‘live’ scene to continuously innovate. Through these properties, we are continuously trying to create an instant connect with audiences,” says Sony Music India and Middle East President Shridhar Subramaniam to Radioandmusic.com

The multi city tour will have musicians like The Raghu Dixit Project, Scribe, and ToT along with leading stand up comics, All India Bakchod featuring - Tanmay Bhat, Gursimran Khamba, Rohan Joshi and Ashish Shakya.

Explaining about their intentions to collaborate with Cadbury Bournville’s campaign Subramaniam reveals that the merger of comedy and music is targeted for the adults. He further says, “The concept evolves from the Cadbury Bournville’s campaign of chocolate meant for consumers with a mature palate. It’s not just bringing two random groups together, it’s about mixing them in a way that they interact and create both music and comedy.”

Talking about the Indie music scene, he says, “Indie music is fast gaining popularity amongst the youth as they have many different avenues to explore. Independent artistes are making their presence felt through live gigs, performances and festivals.”

Two and half hour gig will be uploaded on Bournville’s Youtube Channel. The tour began in Pune on September 4 and travel across Bangalore, Hyderabad, Mumbai, Kolkata and finally Delhi.