Mumbai, 23 September, 2017: The Italian fashion brand UMM (Underground Music Movement) from the house of Future Lifestyle Fashions, on a night of stellar performances and high-intensity music by competing DJs, chose ‘Sake Of Bass’ as the winner of UMM Circuit 2.0, India’s biggest Next Gen DJ hunt contest. The participants in Mumbai were mentored by Nawed Khan. He is now recognized as a popular DJ in India’s emerging dance music scene. Nawed Khan has been India’s top DJ through his fast paced music which contrasts with the usual slower music of other DJs.
UMM Circuit 2.0 aims to give a platform to upcoming DJs from across India, will witness regional rounds in Mumbai, Kolkata, Hyderabad, Pune and Bangalore. Bangalore regional finale is happening on 1st October 2017. Regional finalists were chosen based on the number of votes they received and jury’s opinion. Five regional winners from each city will battle it out at the Grand Finale happening on 7th October 2017.
Commenting on the initiative, Beena Noronha, Brand Manager – UMM, FLFL Brands, Future Lifestyle Fashions Limited said, “The massive success of the second edition of Circuit only shows that India is ready for this boom in electronic music. Our brand values stand for manifesting music through fashion and what better way to reach out to the youth than through music. We are proud to give aspiring DJs a platform to showcase their skills and get mentored by some of the most-renowned DJs in India.”
Staying true to the brand’s ethos of promoting music through fashion, the popular Italian brand UMM (Underground Music Movement) from the house of Future Lifestyle Fashions, brought to India an exciting multi-city DJ hunt called the UMM Circuit 2.0. The second edition of the biggest DJ hunt was a much bigger event after the UMM Circuit which started last year.
With the vision to identify India’s next-gen EDM artistes by elevating the category of underground music and promoting its cool and quirky quotient through the UMM Circuit, the brand has successfully recognised India’s next-gen DJ talent. UMM Circuit 2.0 has received 782 entries (double of last year) and 40,000 + votes inviting people.”
UMM, the Italian fashion brand that finds its essence in underground music culture; a culture that represents the idea of going beyond the mainstream with unabashed self-expression. UMM apparel captures the spirit of what it means to be young; the exploration of self that youngsters undertake through music, allowing them to flaunt ‘coolness’ and belong to the alternative culture scene.
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