Music Inc. 2019: Independent artists need to be included with sports: Experts

by Marie Rodriguez

At Music Inc. 2019, an experienced panel mentioned ‘Feeding the Superfan Appetite- Sports X Music’. The panel comprised Moderator Ravi Krishnan, CEO & Co-founder, Stepathlon Lifestyle Pvt Ltd., Lydia Buthello, EVP Brand Experience & Events, Star India, Jiggy George, Founder, Dream Theatre, Indranil Blah, CEO, Mumbai City FC, Vivek Nayer, CMO, Mahindra & Mahindra, Mohit Joshi, MD, Havas Media Group.

Music Inc. 2019: Independent artists need to be included with sports: Experts 3

Opening the discussion on leveraging tune for sports, Ravi Krishnan directed the primary question to Vivek Nayar, CMO, Mahindra & Mahindra. Krishnan requested him about how the agency uses the track to drive performance and commercial viability for their properties. Referring to Mahindra’s global motorsport Formula

E, Nayar stated, “To preserve fan engagement in between races, we picked on track and used it to create content material to place on social media to have interaction with fans. We were given Formula E drivers to bounce to Bollywood Bhangra song. The video took the existence of its personnel. That’s one example of how we’ve used songs to interact with fanatics. Speaking of fan engagement as the ‘Holy Grail’ of game, Krishnan requested Indranil Blah, Mumbai City FC, to difficult further, “We realized that Mumbai isn’t always a soccer-centric town. So the way to bridge that gap with the lovers and get them to accomplice with the team? We got here up with an anthem which became composed through Pritam. Sports and track create an emotional connection to fanatics. It’s worked well for us.

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