Vh1 India & MTV Beats celebrate World Music Day with 24-hour Facebook Live music

The channels will partner for an initiative, #LongLiveMusic, to bring together over 40 artists to perform live on Facebook

e4m by exchange4media Staff
Updated: Jun 19, 2019 2:44 PM

This World Music Day (June 21) Vh1 India and MTV Beats will join hands for India’s first and longest Facebook Live music gala. The two channels will accomplish this feat with an initiative, #LongLiveMusic, that brings together over 40 distinguished artists – across different genres – to perform live on Facebook.

Starting midnight, June 21, Vh1 India and MTV Beats will host a bunch of artists, ranging from Bollywood sensations Aastha Gill, Shahid Mallya, Arjun Kanungo, Aparshakti Khurana, Darshan Raval, Akasa, Amit Misra and Tony Kakkar to popular Indie musicians like Sickflip, Fuzz Culture, Su Real and Seedhe Maut.  The group will create a blend of diverse music along with some groovy numbers. The closing act by DJ Zaeden will bring an end to the celebration of World Music Day midnight on June 22.

“Vh1 India and MTV Beats are powerhouses of music entertainment. Both brands have stayed ahead of the curve through specially curated formats and programming innovations that have successfully secured a loyal audience. As we take a giant leap ahead to celebrate our love for music, we are happy to have Facebook as a partner in accomplishing this huge feat of India’s first ever 24-hour live musical fiesta. ‘Long Live Music’ is a clutter-breaking digital initiative that aims to bring together fans of diverse music genres at one place”, said Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18.

Manish Chopra, Director & Head of Partnerships, Facebook India, added, “For artists today, Facebook is more than a profile with a bio and a link.  It’s an extension of their authentic creative self and has come to be regarded as an essential space for artists to share their work, especially so for many independent artists. We are happy to support media channels creating new content formats that are immersive and interactive and bring people together for their love for music.”

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