Staying true to the brand’s ethos of promoting music through fashion, the popular Italian brand UMM (Underground Music Movement) brings to India an exciting multi-city DJ hunt called the UMM Circuit. Having a deep symbolic connection to music lifestyle, it has successfully been the most innovative Italian discographic fashion brand.

Over the years, the underground music platform has taken under its wings musical genres that were not considered to be too mainstream. This movement gave birth to a new set of music lovers who found themselves to be different with unique identities. UMM, as a brand too identifies with these individuals and styles them with their underground inspired collections.

UMM has the vision to identify India's Next gen EDM artists by elevating the category of underground music and promoting its cool and quirky quotient through - UMM Circuit.

Follow the Circuit as it goes from city to city picking out the best in EDM talent based on mixes uploaded. Commencing on 19th of September, UMM Circuit calls for aspiring DJs from Mumbai, Pune, Ahmedabad, Bangalore and Delhi to showcase their mixes online. These participants will get an opportunity to get mentored by the most renowned Indian DJ’s like - Nawed Khan, Clement D’Souza, Julia Bliss, DJ Skip, DJ Mash, DJ Ivan and Tuhin Mehta. The mentors will closely work with the DJs and help them improvise on their current skill sets. UMM Circuit will also aim to add to the boom in India’s music industry by promoting the Undergound music category further.

One simply needs to log on to: www.ummindia.in and click the UMM Circuit section for simplified details about uploading the mixes. Once these mixes are uploaded, the next task will entail securing fan votes for each DJ. The professional group of mentors/jury will authenticate every mix uploaded on the Circuit.
The second phase of this EDM journey will entail the regional rounds of shortlisted entries and will be held at Central Mall's in their respective cities.

The hunt will culminate in the finale which will feature Dutch EDM artist Sick Individuals and will announce the winner.

The finale winner gets the opportunity to get signed and managed by Submerge for one year and also get sponsored for a Pro DJ Course and win a Pro DJ Gear from Pioneer. The winners of each of the regional rounds will get some noteworthy giveaways worth Rs. 5000 and get the chance to open for Sick Individuals in the finale. The runner ups also win the Pro DJ Gear and the Pro DJ Course. Others, get amazing giveaways worth Rs. 10000 each.

Commenting on the initiative, CEO Rachna Agarwal, says, “Our brand values stand for spreading music through fashion and what better way to reach the youth than through music. UMM Circuit will aim to foster Underground music talent in India. We are hoping to see great participation from Next Gen DJs who would like to showcase their talent to a nationwide audience and embark on a future in underground music.”
Below are the dates and cities of the regional events:

30th September - Mumbai
1st October - Ahmedabad
8th October - Delhi
9th October - Pune
14th October - Bangalore
16th October - FINALE - Bangalore.