Budweiser Experiences concluded the epic first day of its 360° experiential platform, BUDX, recently, at the iconic Mehboob Studio in Mumbai. The programme is focused on the development and collaboration of artists within four vastly expanding sub-cultural sounds currently shaping India's music landscape - Techno / EDM, Bass, Hip-Hop and Undercurrent. The outset of the festival witnessed a power packed bunch of music enthusiasts all gathered to revel in the collective and empowering vibe of the platform, in the presence of some revered and budding home-grown and international artists.
The daytime programme hosted an assortment of integrated masterclasses and discussions with insightful topics such as, ‘The Challenges of the 21st Century DJ’ by Arjun Vagale and Zainub Rao; ‘Equalising Music Spaces In India And Beyond’ by Tom Birtwistle (British Council), Pooja Bangad (The EQ Way) and Frankie Decaiza Hutchinson (Discwoman); ‘The Age Of Music Discovery And Saturation’ by Terry Weerasinghe (Beatport), Mohammed Abood (Boxout.FM) and Akshat Harbola (Spotify India). It also witnessed masterclasses rooted in the subjects of Beats per Minute, Sez On The Beat’s creative process, influences & a live demonstration conducted by Sez On The Beat and Mo Joshi (Azadi Records). The evening concluded with larger-than-life performances by artists and platforms such as Sub Focus, Boiler Room, OX7GEN, _RHL, Aamish, DJ Mocity, Dreamstates, Vilify, Tsunami Soup Collective, and.
Commenting on the success of Day 1, Kartikeya Sharma, Vice President Marketing- South Asia, AB InBev, opined “At Budweiser, we are such avid fans of the music soundscape and vibe in general, that we are always thrilled to put our best foot forward and provide our partners and patrons with one-of-a-kind experiences, that fuel the growth of the industry as a whole. Similarly with BUDX, we are on a journey to provide understated sounds and maestros the attention and materials they seek, to support their artistic journeys and learning processes. We were ecstatic to witness Mehboob Studio, in its entirety, reverberating with such great tunes and passion, that only makes us further strengthen our resolve of energizing music makers and consumers alike.”
With a staggering attendance at its second edition, BUDX concluded Day 2 with unparalleled experiences inclusive of some inspiring workshops, stellar performances and a perfect location, paving its way into the hearts of the Indian music enthusiasts. The second day of the music fiesta witnessed interactive workshops and masterclasses by maestros diving deep into the nuances of the emerging music culture in India.
The discussions were rooted in topical yet under-discussed themes such as; a workshop on ‘Discwoman: How To Set Up An Inclusive Artist Agency?’ by Frankie Decaiza Hutchinson and Christine Mccharen-tran; dialogs such as ‘Building a creative ecosystem, future marketing and responsible clubbing’ by Kunal Lodhia (Magnetic Fields Festival), Adelaide Lawson (Born N Bread), Divya Ravichandran (Skrap) moderated by Ruhi Batra (Wild City); ‘Self-care vs Self Destruction – The Viscous Cycle of Being a creative’ by Sahej Bakshi (Dualist Inquiry), Bao-tran tran (mobilegirl), Vehroin Ibrahim (True School of Music) moderated by Kripir Malviya (TATVA), and ‘From the gully to where?: the genres of hip-hop in India’ by Dharmesh Parmar (MC Tod Fod), MO Joshi (Azadi Records), Deepa Unnikrishnana (DEE MC), moderated by Bhanuj Kappal. Followed by the masterclass, the evening descended into a live gig at both the warehouse and District stage with an opening act by Lifafa. Keeping the momentum high throughout the gig, the event witnessed performances by Spacejams, Jamie Tiller, Detroit In Effect, DJ Ishani, Madstarbase, Seedhe Maut X Sez on the Beat and Foreign Beggars. The finale set by DIVINE got the entire crowd grooving along making it a magical evening.
Commenting on the success of Day 2, Kartikeya Sharma, Vice President Marketing-South Asia, AB InBev, opined, “At Budweiser, we strive hard to provide emerging and local artists with the right platform and direction that they seek. With collaborative efforts, we are certain that the brand is on the path to open gateways for the emerging music culture and artists. The overwhelming response BUDX received over the past two days stands testament of the sheer scope of the understated music industry of India. We are excited to be the energizers of such momentous events and look forward to the forthcoming edition of BUDX.”
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.