Vh1 bets high for its Dance 101 initiative

Vh1, the 24-hour music and lifestyle channel from Viacom 18, has announced that its Dance 101’s first initiative in India brings the Ministry of Sound – on tour. This tour consists of three events back-to-back in Hyderabad (Bottles & Chimney), Kolkata (Tantra) and Delhi (Elevate) on July 2, 4 and 5 respectively.

The Ministry of Sound, which was established in 1991, has now grown from a famous nightclub in London, to becoming a big dance brand. With live events, nightclubs, record sales across the world and thousands of people tuning into Ministry of Sound Radio and TV, it is the home of dance music.

Vh1 Dance 101’s vision, which coincides with that of the Ministry of Sound, is to enable dance music fans access to the music they are passionate about and the DJ’s that play and produce it. Vh1 Dance 101 is getting two of the top DJs of the Ministry of Sound – Paul Jackson and Paul Deighton.

Ferzad Palia, associate general manager, Vh1 India, says, “Vh1 is the only lifestyle and entertainment channel that goes beyond the norms and creates experiential activities that give the audience a first hand experience of enjoying music they love. Vh1 Dance 101’s first event ever, is your ticket to great music, international DJ’s and a party that you’ll never forget.”

The channel is also coming up with Vh1 Divas, which would showcase the powerful women of music. The show would be aired every weeknight at 8 pm throughout July. Vh1 is also mulling a tech show that aims to showcase the best guitarist, drummer, saxophone player, etc.


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