Popular composer Shankar Mahadevan has strengthened his ties with camp-out event Storm Music Festival, by coming on board as its ambassador. He says it was "natural" for him to associate with such an "energising" event.
Mahadevan headlined the second edition of Storm music fest, which was held in Karnataka's Coorg earlier this year. He mesmerised fans with a performance in collaboration with Indian Ocean.
Apart from Mahadevan's name and face, the festival will see his participation in identifying hidden musical gems from across the country and the world.
"I first heard about the Storm Festival over two years back. I was pleasantly surprised to learn that India has a festival where music lovers can camp-out amidst tight security, where there's a strong check on drug abuse and everything is organised to the T...," Mahadev said in a statement.
"The experience is so energising that you want to come back to the festival every year. So, it was only natural that I joined hands with a beautiful festival such as Storm, which is truly a musician's paradise with great talent from India and across the world," he added.
The Storm Music Festival debuted in 2012. Its third edition will take place Jan 31, 2014 to Feb 2, 2014 at a new venue, which will be unveiled shortly.
Storm Festival director and Liquidspace Entertainment Pvt. Ltd managing director Lavin Uthappa is happy to associate with Mahadevan, who has won four National Film Awards.
"We're honoured that Shankar Mahadevan felt a sense of belonging as a musician when he came to Storm earlier this year. The sense was strong enough for him to share his time and wisdom with us to make the festival larger and more vivacious in its entirety.
"It was during Storm earlier this year, when we briefly spoke of together making the festival magnanimous and reach out to every music lover across the world," he said.