Royal Stag BoomBox Music Festival Launches Its Third Edition

Seagram’s Royal Stag BoomBox is back for its highly anticipated third edition, set to fuse Bollywood's timeless melodies with the raw, high-energy beats of contemporary hip-hop. Produced by Mirchi, the festival showcased its exciting new lineup at an exclusive media preview in Mumbai on January 14, 2025. This year’s cultural fusion promises to redefine the space where traditional and modern Indian music intersect, all while staying true to the brand’s bold "Living it Large" philosophy.

Music has long been a key pillar of Royal Stag’s consumer engagement strategy. The festival’s unique blend of Bollywood and hip-hop represents the voice of today’s generation, Generation Large. The festival aims to create a musical experience that resonates with the youth while also offering interactive, cutting-edge experiences.

Royal Stag BoomBox will tour across four major youth-centric cities—Hyderabad, Mumbai, Gurugram, and Guwahati—featuring headline musical performances, immersive art installations, and state-of-the-art AR/VR technology. Previous editions attracted nearly 100,000 attendees and garnered over 200 million views across digital platforms. This year, the festival will expand its reach with interactive experiences, including AI-driven personalization, allowing attendees to engage more deeply with the event.

For the first time, Royal Stag BoomBox will incorporate a dynamic gaming experience in collaboration with Ampverse DMI Pulse, a marketing agency renowned for tapping into youth trends at the intersection of gaming and entertainment. The festival will host EAFC 24 gaming showdowns, featuring top gaming influencers from each city. These influencers will engage in high-energy face-offs, intense gameplay, lively banter, and real-time crowd interactions, blending the worlds of music, gaming, and live entertainment for a truly immersive experience.

In addition to the live performances, Royal Stag BoomBox will produce in-studio collaborations that blend melodic and hip-hop elements. These collaborations will result in original tracks released as singles, complete with music videos to be distributed across digital platforms. This multi-dimensional approach ensures that the festival's impact extends beyond the live event and continues to resonate with fans.

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, shared, “Music is a universal language that unites people. Royal Stag BoomBox celebrates this power by blending Bollywood’s rich melodies with hip-hop’s dynamic beats, while also incorporating art and culture. With the third edition, we are amplifying this experience and staying true to our ‘Living it Large’ philosophy.”

Ajay Gupte, CEO of Wavemaker South Asia, added, “Royal Stag has always been at the forefront of celebrating music as a passion point for today’s youth. This year’s edition will take it to the next level with an electrifying fusion of Bollywood and hip-hop, offering a dynamic and unforgettable experience.”

Yatish Mehrishi, CEO of ENIL, remarked, “Royal Stag BoomBox brings people together through music, blending innovation and culture seamlessly. We’re excited to collaborate on this special edition, creating a vibrant space where diverse cultures come together to make unforgettable memories.”

The festival’s impressive roster of artists includes renowned music director and singer Amit Trivedi, who described BoomBox as “raw, authentic music that connects people on a deeper level.” He added, “I’m grateful to be a part of this platform and can’t wait to create some memorable moments with the audience.”

Singer Armaan Malik shared his excitement, saying, “Music has always been my way of connecting with people, no matter their background or language. The energy from the crowds in every city last year was electric. This year, I’m excited to create even more magical moments with audiences across India.”

Other artists set to perform include Neeti Mohan, who sees BoomBox as a great platform for connecting deeply with fans, and Nikhita Gandhi, who is eager to push creative boundaries and experiment with new sounds.

Hip-hop stars Raftaar and Ikka will also take the stage, with Raftaar promising to bring high-octane energy and an emotional ride for the crowd. Ikka expressed his excitement for the festival’s unique ability to let artists showcase their own signature sounds and styles.

DJ Yogii, known for his electrifying performances, added, “Royal Stag BoomBox is all about making the crowd move and feel alive through music. I can’t wait to bring my high-energy set this year and turn the event into one unforgettable party!”

Gaming influencer ShreeMan LegenD, who is part of the Ampverse DMI Pulse collaboration, said, “I’m excited to be part of this cultural celebration. The gaming face-offs add an extra layer of excitement, and I can’t wait to bring the energy of the gaming community to the stage. This is the future of youth-focused entertainment.”

With its perfect blend of music, gaming, and immersive experiences, Royal Stag BoomBox is set to redefine the music festival experience in India. Fans can look forward to a dynamic celebration of youth culture that promises to be unforgettable, with performances, interactive experiences, and collaborations that will leave an indelible mark.