| 24 Feb 2024
Artist Aloud to launch new IP æGroove in the GhatsÆ in Dehradun

MUMBAI: With an aim to offer people a unique musical experience, Artist Aloud will soon launch an IP called 'Groove in the Ghats'. The one day event will be held in Dehradun on 17 October 2015 from 7.30 pm onwards, with DJ Paroma and DJ Smokey Girl playing at hotel- The Solitaire’s open ground.

“For a long time, we had been trying to set up IPs at a ground level. Through this particular IP we want to tap into smaller towns and cities, which were waiting for things to happen. We also have a couple of artists from Dehradun who said that these venues will bring us a great response. The team held a brain-storming session, and we zeroed down on same city,” said Artist Aloud,VP, Soumini Sridhara Paul.

For the upcoming event, Artist Aloud has partnered with The Solitaire, Café Coffee Day (CCD) and community radio station- Radio Khushi. Paul explained that the marketing team was in Dehradun doing ground research, and while looking out for partners they wanted names with a major impact. “Looking at the reach of Radio Khushi, we thought that partnering with them would be a good idea. The same goes for CCD, as the coffee chain has maximum footfall,” she added. Paul has also termed 'Groove in the Ghats' as one of Artist Aloud’s first major ventures in EDM.

The venue will have music without any other activities taking place around. Tickets went on sale on 9 October 2015, and are available in CCD outlets of Dehradun, Mussoorie, Rishikesh and Roorkee. These are priced at Rs 1,500 including entertainment tax. The venue can accommodate 2,500 people, and organisers expect about 80 per cent of the space to be occupied. According to Paul, organisers are getting a great response from the people as many are enquiring about the availability of tickets.

Paul also expressed that 'Groove in the Ghats' has the capacity to be organised twice or thrice a year. Initially, organisers planned to hold the event in Lonavala, which did not work for some reason.