50 Musicians. 10 Bands. 1 Dream.

Media News

Mumbai, August 25th 2009

Rock is not dressing in black, rock is not tattoos, rock is not long haired guys, but rock definitely is the new Gharaana. This is the making of India’s hottest new desi rock band, a movement that will redefine a whole generation’s listening habits! Starting this Saturday, August 29th at 7 pm, the most awaited Desi rock show, ‘Kurkure Desi Beats Rock On with MTV’ premieres on Indian television putting to test every musician’s ‘Desipann’.

Hosted by VJ Ayushmann & VJ Anusha, the show will not only celebrate India’s best Desi band, but will also take the viewers through the fanatical hunt and the emotional journey of the making of a band. Playing judge are some fêted rockers themselves - Kailash Kher , Ram Sampath and MTV VJ Nikhil Chinapa . To add to all the excitement - the grand prize includes an album deal with India’s leading record label-T-series, a music video produced by MTV, a mega concert and state of the art Gibson equipment. The winning band also represents India in New York in a global platform which has contestants from 17 countries titled "Kurkure Be Heard" and a potential crack at US$ 20,000.

To start with, 50 of the most talented Desi rockers are randomly organized into bands. These newly formed bands are then placed in a pimped up rocker pad that could only be every musicians dream. Challenges are thrown at them every week, followed by deadly eliminations and killer twists and turns. The competitions are based on performance & skill and the contestants will be judged on their Music Quotient , Pagalpann Quotient and ‘Desipann Quotient’ . Each episode is constructed around different themes but with a mad MTV twist and will also feature a mini concert with some mind-blowing performances by well known musicians in the country. The show will purely focus on musicians and their music and will showcase interesting talents like beat boxing, scratching on the turn table etc. As the contestants on the show compete as individuals and as bands, they move closer to being India’s Hottest New Desi Rock Band.

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Says Ashish Patil, General Manager–MTV India & Sr. Vice President – Creative & Content, "From drums to dhol, from raagas to rock n roll Kurkure Desi Beats Rock On with MTV is your backstage pass to the hunt and making of India’s hottest new desi rock band! Its 50 desi rockstars producing music as never seen or heard before, Come join the Rock Gharaana."

In the premiere episode on the 29th of August more than 600 musicians from Bengaluru line up at the audition venue to get their shot at making it big in the world of music. Rock On’s tryst with Bengaluru showcases amazing talent, forcing the judges to get into the groove by jamming with the contestants! Watch as Kailash jams with a DJ, a 64 year old saxophonist and a rapper who stood his ground in front of the 3 judges! Don’t miss Colin the incredibly talented rapper who gets into a huge argument with the judges & stages a walk out.

Partners on ‘Kurkure Desi Beats Rock on with MTV’ include Apparel Partner – Wrangler which is producing a special co-branded ‘Rock is in my Jeans Collection’; Magazine Partner - Rolling Stone, Multiplex Partner – PVR, News Partner - IBN 7, Gear Partner – Gibson, Hospitality Partner – Palms Hotel Tower & Villas, Mumbai, Music Partner – T Series; Official Deodorant Partner – SPINZ MEN and Associate Sponsors - Dixcy Scott, Chlor mint & Woodland.

It’s time to rock. So tune-in to ‘Kurkure Desi Beats Rock On with MTV.

Premieres this Saturday, August 29th at 7 pm only on MTV.

For further information, please contact:

LINOpinion

Natasha Amir

Mobile: 98205 20818

Email: Natasha.Amir@lintasindia.com