MUMBAI: Sports marketing and brand licensing firm Baseline Ventures has secured the licensing rights of ‘The Music Run’, an immersive 5 km running experience that puts music at its heart.
Created by Fresh Events Global, ‘The Music Run’ was first held in Kuala Lumpur, Malaysia, in 2014. By the end of 2015, over 120,000 participants will have experienced the event across 13 events and 9 countries from Singapore to Hamburg.
With a following in Asia, 2016 will see further global expansion with events planned across North America, Europe, Australasia, the Middle East, and Africa. The agreement with Baseline will see ‘The Music Run’ being introduced to cities like Mumbai and Delhi.
Baseline Ventures co-founder Vishal Jaison said, “We are excited to be bringing ‘The Music Run’ to India. It is an event that is growing in stature and number across the globe, as it unites fitness and music, both of which have a global appeal and are an integral part of our lives today. ‘The Music Run’ is an event concept that is unique, original, and innovative with huge appeal for the Indian market. By combining our Indian experience and expertise with the creative thinkers behind Fresh Events, we have the right team and tools to make ‘The Music Run’ a huge success in India.”
Set over 5 km, participants at ‘The Music Run’ walk, run, or dance through five different zones each representing a different genre of music. In the lead up to the event, runners are encouraged to ‘Play DJ’ and help decide the music they want to listen to in each zone via a bespoke music selection mechanic.
Fresh Events Global commercial director Sam Middlehurst stated, “We are excited to be working with such a highly regarded partner as Baseline, and look forward to inspiring music runners across India. ‘The Music Run’ is both a gateway and a springboard to a happier, healthier, and more active lifestyle.”
Participants can listen to the songs in each playlist and the more a song is voted for and shared on Facebook, the more likely it is to end up as a top song played during the run. Speakers line the entire course (aka ‘The Sound Track’), creating an interactive music experience. The run ends with live performances from artists at the finish zone Music Festival.
Baseline will host events in India and existing partners Exceed Sports & Entertainment will continue to run the events in South East and North Asia. Lagardère Unlimited Events will run events in Europe, the Middle East and South Africa, and Silverback Enterprises will run events in North America.
SOURCE: TELEVISION POST