New Delhi, Sep 13 (IANS) For those who have always dreamed of cutting their own album one day and getting their music heard by millions, here's the perfect opportunity - Rockilution, a rock music competition.
The contest, which is all set to hit seven cities across the country, promises to reward the winning band with a contract with Sony BMG and a chance to cut its own album!
Sponsored by DSP Black, one of the fastest growing brands of United Spirits Ltd (USL), the competition will kick-start in Pune Sep 14 and will then go to six other cities.
The competition will go to Mumbai, Ludhiana, Kolkata, Bangalore and Hyderabad, besides Delhi. It will come to the capital Sep 22. The grand finale will go back to Mumbai Oct 14 where it will be held in the city's Hard Rock cafe.
It will be judged by Gary Lawyer, the pioneer of rock music in India, and Mahesh Tianikar, lead guitarist of the band Indus Creed. However, it is open only to professional and semi-professional bands.
The rock competition, which will allow Hindi, Bangla and Punjabi rock entries among others, is a means to re-instate DSP Black's image, especially amongst the younger generation.
'DSP Black Whisky, in the new avatar, is tapping the emerging young generation riding on higher disposable income. As a brand, we believe in providing consumers avenues that break the shackles of predictability and enthuse life,' said Mathew Xavier, Business Head, USL.
'DSP Black Rockilution is one such fun and high energy platform that makes consumers come alive.'
Talking about other brands such as Royal Challenge or Seagram's that have also associated themselves with rock music concerts, Xavier said while those have been of international stature catering to a very discernible audience, Rockilution will be a contest of Indian bands that are yet to make a mark.
'The rock genre in this context is not just English, but it also recognises the local flavour - Hindi rock, Bangla rock, Punjabi rock et al. Hence it is very Indian in nature,' he said.