MUMBAI: Budweiser Experiences is an innovative platform curated with an aim to shape youth culture in India and provide world-class experiences for our consumers across the passion points of music, art, sport and lifestyle.  A part of Budweiser Experiences was BUDX, held over the weekend on 23 and 24 March 2019, at the iconic Mehboob Studio in Mumbai.

The two day event entailed both entertainment and education about the current music landscape- Techno / EDM, Bass, Hip-Hop and Undercurrent. Both the days saw phenomenal attendance of budding artistes as well as some veterans along with music enthusiasts.

The two day fest had some interesting sessions or what they called Masterclasses like, 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 and 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. The second day saw masterclasses by 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 1, AB InBev Vice President Marketing- South Asia Kartikeya Sharma 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. 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.”