While the growing desire for EDM on the whole is no secret,
it is a similarly well-known fact that there is plenty of undiscovered talent
in the genres. In an attempt to bring these to the fore, a new player has
emerged in the form of T.R.O.T. The brainchild of Universal Music India, it is
an endeavour that aims to leave electronic aficionados longing for more.
T.R.O.T features nightlife in a whole new format: a pop-up
nightclub concept.Presented by Gionee Smartphones with coverage being provided
by VH1, the format will travel the country giving electronica fans a dynamic
and out-of-space clubbing experience.
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When asked what the property had to offer fans, Devraj
Sanyal, the MD of Universal Music Group, SouthAsia pointed out, “We have
striven to emerge as frontrunners in the world of Electronica, and in this area
we have a huge advantage. Not being directly involved as promoters, we look at
this space differently than a promoter would. As such, we provide a consumerist
property. We have best defined this experience as a travelling event and as
such, is aptly named ‘T.R.O.T’. I also
believe that through this venture, a massive thrust will be given to our own
home-grown talent, which I believe the current scene could benefit from.”
January 3, 2015 will see the inaugural gig of the property
at Marbela Beach Resort in Ashwem, with a fantastic line-up which includes the
likes of international artists such as Laughing Buddha, Beckers from D’nox
& Beckers, Manu Ferrantini and Bregor amongst others. The event will also
be telecast on India’s popular music channel, VH1. Apart from this the show
will also prowess of Indian heavyweights including the likes of Ankytrixx,
Arsh, Karan Third Eye, Starling, Nitin, Joshi, Knoxx and Blank.
“The beginning of what I hope is a momentous journey kicks
off in Goa on January 3, which is the first Saturday of the year with an
incredible line up of artists. This tour will make its way across the length
and breadth of the country and perhaps to neighbouring regions if we find it
viable to do so. I believe that we are at a crossroads when alternate formats
need to lead the way, and I believe that T.R.O.T could be a great medium for
the same,” a proud Devraj says.
