Seeing new market, electronic party expands to India

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NEW YORK CITY: One of the world’s premier electronic music festivals is expanding to India, seeing a major new market in the billion-plus country once off the radar for Western concert promoters. The Electric Daisy Carnival, whose giant flagship party takes place each year in Las Vegas, announced an inaugural Indian version for November 12 and 13 in New Delhi. Electronic dance music has swept youth culture in the West over the past decade and has quickly made inroads in India as the advent of streaming and downloading breaks down musical borders. “We see India as an exciting market to build a unique and special festival. With a population of 1.2 billion people, half of whom are under 26, and connected through smartphones, the potential is incredible,” said Pasquale Rotella, the founder and chief executive officer of the festival’s Los Angeles-based parent company Insomniac. “While there is a nice foundation of dance music fans in India, there is still room for a ton of growth,” he told AFP by email.

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