MUMBAI: Viacom18 has already established a foothold in the broadcast medium with its successful channels such as Colors, CNN-IBN etc. Going a step ahead, it has decided to imprint itself in the Electro Dance Music (EDM) segment of the country. Roping in DJ and VJ Nikhil Chinapa, the media company’s first EDM festival Supersonic has unleashed itself on the crowds thronging the tourist destination Goa.

The five-day event, VH1 Supersonic, is being held at Candolim beach that has been till now known for India’s leading EDM festival Sunburn. Leading names such as Alvaro, Nikhil Chinapa, Benny Benassi, Above and Beyond, BT etc will be performing for the crowds that can also be live streamed on its YouTube site. Helming the whole project is former MTV VJ Nikhil Chinapa.

Leading the sponsor list is Budweiser as the official sponsor along with Smirnoff, Van Heusen, Eveready, Inox, Vivanta, Gelato, Café Coffee Day etc. Ticket prices start at just Rs 1000 and go up to Rs 9500 for one person. The first day saw more than 5000 people attending the fest, according to the organisers.

Supersonic and Sunburn were embroiled in a court issue regarding Candolim beach. “Candolim meets all the requirements to hold a festival of this scale, superb location on a white sand beach, great mix of luxury, boutique and budget hotels in a very safe environment. To top it all we were approached by the local partners who were keen to partner with us for the festival,” says INS sr VP and business head Jaideep Singh.

As per sources it takes about Rs 3-5 crore to throw an EDM festival.