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In the dynamic realm of music festivals, Vh1 Supersonic has not only made its presence felt, it has led the evolution of the very concept of the live music experience. From catering to the nuanced tastes of festival goers to venturing into the vibrant space of lifestyle curation. Gaurav Mashruwala, Head of Business, Viacom18 LiveHere, we delve into the festival’s journey, looking back at the core ethos that has fueled its growth over nine successful editions.
Reflecting on the festival’s journey, Mashrwala highlighted that Vh1 Supersonic’s roots lie in the EDM and techno scenes and have evolved with changing music consumption trends. “When we launched Vh1 Supersonic in Goa at that time, the popular music trends among consumers were EDM and to some extent techno. We’ve seen trends evolve significantly, across a variety of genres.With the advent of streaming channels and the proliferation of streaming audio, the world of music has exploded. We started listening, and in response to this we said, “Okay, if that’s what’s happening, we should do it.” Be a pioneer in creating spaces that consumers can enjoy,” he said. The festival has strategically expanded into a multi-genre music event to include genres such as EDM, techno, house, disco, indie, live, reggae, and Afro to cater to consumers’ diverse tastes.
He emphasized the festival’s commitment to a holistic experience that goes beyond music. “People probably like one, two, or five artists that go to a music festival. When that happens, consumers end up coming to hear their favorite four or five artists. But they’re buying all-day tickets, and they’re only coming to see artists who perform for 60 to 90 minutes, but they’re paying for the whole day. It’s unfair in a way,” Mashrwala explained. This resulted in his all-encompassing three-day extravaganza, with a selection of distinct experiences in FNB, fashion, lifestyle and art. “We started booking artists not only for their musical talent, but also for their impact on our fashion and lifestyle experiences. “We started looking at artists, artwork all from a consumer perspective,” he said.
As Vh1 Supersonic enters its ninth year, Mashrwala shares insights into the festival’s identity and the bold choices that have contributed to its success. “Consumers have clearly been engaged in sonic discovery,” he said. The festival took the bold step of showcasing upcoming artists and unique sounds that are popular internationally but relatively unknown in India, creating a unique and engaging musical experience.
Additionally, in the experience space, Mashruwala emphasized creating interactive and engaging experiences tailored to different demographics, including Gen Z and Millennials. These bold choices set Vh1 Supersonic apart from other events, delivering an immersive and dynamic festival experience.
Mashrwala revealed how Vh1 Supersonic has succeeded in fostering a diverse and inclusive community. “We created a mini-festival within Supersonic,” he said, emphasizing the festival’s multi-touchpoint approach. By catering to a variety of interests such as music, fashion, art, and culinary experiences, Vh1 Supersonic ensures an inclusive environment where participants can find their niche. Security measures, women-only areas and a clear festival layout create a safe and secure atmosphere that welcomes people from all walks of life. Mashrwala highlighted the large number of women participants at the festival, which reflected the success of inclusive initiatives.
Speaking about the brand partnership with a seamless experience, he said: This includes curating on-site experiences that align with the brand ethos and leveraging our extensive digital assets for engagement and reach. A strong blend of brand identity and festival atmosphere creates an immersive and memorable experience for attendees. ”
In response to the dynamic nature of the industry, Mashrwala explained how Vh1 Supersonic is adapting and staying relevant. Engaging in ongoing conversations with consumers, analyzing data and staying responsive to evolving preferences guides the festival’s approach. “It’s the data that tells us what’s going to happen next, and we’re just making it up,” Mashrwala stressed.
Looking ahead, Mashrwala reflected on the legacy of Vh1 Supersonic and its impact on the future of festivals in India. “We’ve pretty much shaped the festival landscape year after year,” he said. The festival’s heritage lies in being a mainstay for audiences of all demographics, especially his Gen Z and Millennials, and being synonymous with cool, freedom, and vibrancy.
“Our ambition is to continue to grow, building on successes like Supersonic’s Main Stage, with plans to add further extensions to the brand,” said Mashrwala. “This will guide our future efforts. “With the potential expansion of our house and techno spaces, we remain focused on delivering an innovative and evolving festival experience to a diverse audience.” I’m guessing.”
Watch the full interview with Gaurav Mashrwala below.
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