The worlds of cricket and music have often converged in India, where—as the cliche goes—it’s nothing short of a religion. There have been plenty of anthems around significant tournaments but perhaps nothing will beat Australian fast bowler Bret Lee’s duet with playback legend Asha Bhosle when it comes to unexpected collaborations. It’s surprising then that nobody had thought of integrating the sport into a live music IP until now.
Twenty20 team Mumbai Indians, which is part of the Indian Premier League, and BookMyShow Live’s new vertical BrandLabs have come together to launch The MIX—that stands for Mumbai Indians Experience—a two-day music festival.
The event, which is scheduled for 21 and 22 March in Mumbai, will feature performances by electronic music producers CamelPhat, Nucleya and Mr. Belt & Wezol; rapper Divine; and pop singer Sanju Rathod.
“The MIX represents the next chapter of Mumbai Indians’ fan engagement journey,” says a spokesperson of the team. “Cricket will always be at our core, but today’s young fans connect with brands through culture, lifestyle, and experiences.”
Exclusive merchandise drops—and somewhat surprisingly, panel discussions—will be part of the offerings at the festival, which while primarily targeted at the fans of a specific IPL team will also likely draw listeners of the fairly diverse, multi-genre line-up.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
