Seagram’s Royal Stag BoomBox launched its third edition at Saru Sajai Stadium Complex, Guwahati, on March 1, reinforcing the growing economic significance of live entertainment in India. The festival’s unique blend of Bollywood melodies and hip-hop beats, combined with art, gaming, and cultural experiences, highlights the increasing consumer preference for experiential events.
With performances by DJ Yogii, rapper Ikka, singer Nikhita Gandhi, and a show-stopping finale by Armaan Malik, the event attracted thousands of attendees, underscoring the commercial viability of large-scale music festivals. The expansion of such events reflects a broader industry trend where live music, digital engagement, and brand collaborations are driving revenue growth in the entertainment sector.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, emphasized, “Royal Stag BoomBox is not just a music festival; it’s a platform shaping the future of live entertainment in India.” With three more cities on the tour, the festival is set to further boost India’s entertainment economy.