Nitin Bal Chauhan merchandise at Sound Awake music festival

Bangalore: Party-hoppers and shopaholics can enjoy electronic dance music (EDM) and merchandise by designer label Bhootsavaar by Nitin Bal Chauhan at Sound Awake, a music festival to be held here Sunday. Organised by DNA Networks, the fest is happening for the second time. Shopaholics can go for merchandise, consisting of bags and t-shirts - a concept which was initiated in the first edition of the festival. Bhootsavaar is an edgy, young casual wear brand that draws inspiration from various cultures and subcultures emerging amongst youth. "Observing the growing EDM and dance and music culture amongst youth, we realised the importance of breaking into this circuit, where our target audience was. Hence, the collaboration with DNA for their EDM festival Sound Awake. We have designed a range of merchandise for the festival," Chauhan told IANS. The designs depict crowdsurfing and more, which will appeal to the psyche of a music aficionado and festival goers. There will also be authentic flea markets from Goa offering clothes, accessories, beach chappals and more. One can look forward to many live performances, including those from the likes of American Electro House DJ-Producer Steve Aoki, one of the major headliners at the festival. Italian Electro-House and Dance-Punk Producer Congo Rock and Jacob Plant will also be among the star performers.