Access All Areas with VH1 Supersonic: "Bigger and crazier than before..."

Words by: Allan Goodman
Posted: 25/11/15 8:12
Access All Areas with VH1 Supersonic - Interview with Jaideep Singh - India - The Fastest growing Electronic Music Scene in the world

VH1 Supersonic is a massive festival in India that is right at the forefront of the Asian scene. The Indian market itself is one of the fastest growing in all of dance music and this festival and Promotion Company is leading the charge for the front. Conceptualised and organised by Live Viacom 18, Vh1 Supersonic 2015 takes dance music fans on a real trip and offers them headline sets and world exclusive performances from the likes of global house stars Disclosure, Swedish kingpin Axwell, EDM stars Nervo and W&W and a wealth of underground stars such as Drumcode’s Adam Beyer and Ida Ingberg, Dutch techno Joris Voorn, plus Defected man Frankly Ricardo, Bart Skils, Don Diablo, Foreign Beggars, Breed, Luigi Madonna, Nic Fanciulli, Paul Ritch, Kolsch and more besides. 

In recent years, we have witnessed a growing interest for new live entertainment options in India...The festival itself takes place 27th to 30th December on Candolim Beach in Goa, India, and we caught up with VP Jaideep Singh  behind it to find out more…

What makes the Indian scene special do you think? How has it changed and evolved recently, can you share any numbers?
India’s entertainment industry is going through interesting times. While on one hand we are seeing media groups launching their mobile apps hoping to give consumers access to their favorite TV shows when they are on the move, on the other they are also trying their hand at the live entertainment genre. In recent years, we have witnessed a growing interest for new live entertainment options in India.

India is a land exploding with musical talent. The range of talent found in India in the form of independent artists, musicians, film makers, is growing in India...From festivals, live gigs, new sports events, to Indie music, the LIVE entertainment genre is growing exponentially in top cities percolating down to Tier II and III cities in India. There is a demand for the genre and if one keeps introducing interesting formats without saturating, there is a huge potential. Currently size of the category is around Rs 300-400 Crore and is expected to grow at 25-30% CAGR.

Where do you think it can be in the next five years? On a par with the US maybe?
India is a land exploding with musical talent. The range of talent found in India in the form of independent artists, musicians, film makers, is growing in India.

However whilst these artists are doing exceedingly well, they are not necessarily known. So whilst they have their finger on the pulse in terms of music trends and developments, they lack exposure. Most of this talent is shrouded in obscurity due to lack of proper mainstream media exposure. Barring a few platforms, there remains very little options for these artists to showcase their talent. Hence, they make most of what comes their way.

Along with a growing popularity of the acclaimed artists, there is also a rise in underground music. So whilst commercial music still covers a major space when it comes to popularity, the underground music scene is also emerging with a strong fan following. It is not yet on par with the US but it is definitely getting there.

Jaideep Singh - Sr VP & Business Head - Integrated Network Solutions at Viacom18 Media Pvt Ltd

Do people in India have the income to spend on parties, music, much like over in the west?
Sure they do. Youth in India are well aware of the developments in the global music scenario. They travel, voraciously consume content like never before thanks to media exposure and have the same aspirational levels as youth in any country.

Last year was fantastic, we felt so connected with our fans who attended the festival & the bond will only grow stronger this year...What are you most looking forward to about Supersonic?
Vh1 Supersonic is not just the year end festival is an experience that is now pan throughout the year. LIVE Viacom18 is also planning to have 50 Club Nights, 50 Campus 101, 18 club cast and 9 Vh1 Supersonic Arcade all culmination in to one mega festival in Goa. Last year was fantastic, we felt so connected with our fans who attended the festival and the bond will only grow stronger this year. We have been inspired to make Vh1 Supersonic bigger and crazier than before and would like more music fans to experience the festival.

In its third year now, the festival promises to be a much grander affair than ever as it is all set to widen its audience base by introducing never-before-heard-of offers on tickets including the opportunity for music lovers to block tickets at 20 per cent of the total ticket amount now and paying the entire amount in September, thus allowing more people to have access to the Vh1 Supersonic Experience in Goa. The ‘Early Bird’ will allow Supersonic Lovers to plan for the festival in advance and hence we have kept the pricing competitive for larger audience to attend.

Vh1 Supersonic 2015 promises to take audiences on a joyous musical ride & make them groove to the music of their favourite artists...This year, we want more people to experience Vh1 Supersonic in all its glory which is why we are by introducing exciting offers on tickets including the opportunity for music lovers to block tickets at a nominal fee now and paying the entire amount closer to the date of the event.

The four days long event, which promises to host a star-studded line up of dynamic artists from across the globe, will be held from 27 – 30 December, 2015 on the shores of the Candolim beach in Goa.

Vh1 Supersonic 2015 promises to take audiences on a joyous musical ride and make them groove to the music of their favourite artists. Supersonic also released an after-movie for last year’s edition.

How did you find the venue, what makes it right, how hard was it to convert into a festival setting?
Goa, with its clear blue skies, calming waters, swaying palm trees, white sandy beaches and beautiful weather, creates the perfect backdrop. This state has always been a confluence of cultures. It is home to massive beaches, great food and hospitable people. Not only do the sandy beaches give enough space to accommodate large crowds, but also provide a relaxed vibe that will transport the crowd to stress free mindset. Goa also has a long history of music events, from traditional Konkani songs to Portuguese orchestras to Goa trance making it the ultimate tourist destination and the pride of India.

The Vh1Supersonic 2014 Aftermovie

What sort of challenges do you face when setting it up? What must you consider, ethically, religiously, are there any differences to Europe in the regard?
We haven’t faced many roadblocks actually. Goa is a very chilled out destination and the culture and warmth of the destination is overwhelming.

EDM has become an integral music genre in India, especially among the youth... Have Indians always been into dance music? We know about Goa trance parties, do they still go on?
EDM has become an integral music genre in India, especially among the youth. Its popularity is growing with music aficionados being exposed to this sound. This has been credited to the influx of international DJs performing in the country

Goa has always had a reputation for hosting high octane ‘music parties’, starting with wild trance music dos, which were a rage with the hippie’s decades back. The state is also home to a genre of trance music called ‘Goa Trance’ which was birthed here.

Can you give anyone coming to the Supersonic events any tips on local customs or things to check out?
We would definitely recommend checking out the local cuisine, relaxing by the beaches and checking out local pubs and clubs.

Vh1 Supersonic 2015
27th December to 30th December at  Candolim Beach, Goa , India
VH1 Supersonic 2015
Full Line-up Here

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VH1 Supersonic Online

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Electronic Music Festivals 2015

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