| 22 May 2024
Pepsi MTV Indies to launch æSuperdry Krunk Live SessionsÆ this month

MUMBAI: Pepsi MTV Indies is all set to bring yet another ‘out-of-the-box’ concept, in collaboration with Superdry, the iconic British brand, known for its Japanese design influences in vintage Americana style. ‘Superdry Krunk Live Sessions’ will be a combination of both music and visuals, and will see some of the best Indie musicians and visual jockeys coming together for something new and innovative.

The show will air six episodes, and each of these will feature three to four original collaborations between musicians and visual artists. However, ‘Superdry Krunk Live Sessions’ will not be limited to just this. The musicians and visual artists will also talk about their backgrounds, musical inspirations and collaborations on the show.

Pepsi MTV Indies, which has been successfully running on-ground properties like ‘Pepsi MTV Ribbit’ and ‘MTV Xtreme’, will also have an on-ground extension of ‘Superdry Krunk Live Sessions’. Thus, every episode will be followed up with a gig featuring the artists in the respective episode. These performances will be held across cities like - Mumbai, Pune, Delhi, Chandigarh, Hyderabad and Bangalore.

The show will be hosted by DJ Mo City, a.k.a Mohammed Abood, a music entrepreneur and DJ with a passion for authentic music from all around the world.

‘Superdry Krunk Live Sessions’ will start airing from 29 October, 2015 at 7pm, with a new episode every Thursday. Some of the artists that will feature on the show include Kumail, OX7GEN, Nicholson, Donn Bhat, Madboy/Mink, ALO WALA, Aqua Dominatrix and Your Chin, while visual artists who will be collaborating with them include, Moebius, Wolves, Transhuman Collective, Godgamut and Oblique.

“There are various shows showcasing collaboration between musicians which is too predictable a concept to work upon. Hence, we at Pepsi MTV Indies brought together something different. Visual art is the next big thing in the music space,” said Pepsi MTV Indies, head of programming, talent and artist relations, Bobin James. He further added, “The show will witness some edgy musicians performing with equally edgy visual jockeys. This will be marriage of sound and sight.”

Speaking about the collaboration, Superdry (Reliance Brand Ltd) business head, Manu Sharma said, “Superdry, globally, has a long standing association with music. We have always believed in curating the freshest sounds from across the planet and making them accessible to our customers through our in store and sound cloud playlists #SuperdrySounds. With ‘Superdry Krunk Live Sessions’ we are extending our global philosophy to the Indian Independent music scene and are very excited to collaborate with MTV Indies on the property”.

Shedding light on the uniqueness of the show, Pepsi MTV Indies, EVP and business head, Aditya Swamy added, “We play in the world of subcultures and with this brand new production we are bringing together the world of electronic music beyond EDM and a form of art that is beyond graffiti. Stylized and futuristic, this is brand new chapter in the space of collaborations, a space where sound and sight meet. It is hugely encouraging to have the support of a cult brand like Superdry in bringing this cutting edge content to urban audiences across India. Step Up and Discover.”

Since, its inception in March 2014, Pepsi MTV Indies has been creating a space for indie artists in the country. Under the initiative, the channel has shaped another property a couple of months ago- ‘Pepsi Unbox’, which going by its name, the channel “unboxes” or presents a new indie artist video on the channel every month.

“There are a lot of talented artists out there but they do not have the financial backing to create their own video. So we provide them that platform at Pepsi MTV Indies,” stated James.

Apart from these, Pepsi MTV Indies also has ‘Exclusives’ and ‘Just Arrived’, which are also exclusive platforms showcasing Indie music.