MUMBAI: Created for the urban millennial, Mumbai will host a new two-day music festival from 12-13 October that will feature alternative music’s hottest names like Grammy Award-winning producer Mura Masa, London-based singer Fatima, Hawaiian producer Carmack, Indian electronica act JBABE and more.
Created and promoted by Third Culture, a Mumbai-based talent management agency and events company, Neon East Fest will be held at Reliance JIO Gardens in the heart of India’s finance capital over the weekend of 12-13 October. Third Culture, most recently, hosted the debut India tour of American jazz saxophonist, Kamasi Washington.
“If you’re a young person, an urban millennial in Mumbai that enjoys left field, alternative music, there is really no large-scale festival format event for you within the city’s limits, and that’s the fundamental premise behind Neon East Fest,” explains Third Culture founder Tej Brar.
The burgeoning music festival sector in India has in the past few years focused on building experiential events in places off the beaten track.
“The idea is to book contemporary Western artists that are currently popular, and showcase them to an urban cosmopolitan audience. We know there is a market for these artists here, and we think it’s about time we proactively introduce new sounds to an Indian audience,” he adds, underlying his assertion that the time has come for India to promote itself as an international touring destination.
It has been conceptualised to plug a visible and specific gap to cater to the urban millennial in Mumbai.
Early bird weekend festival tickets are available for Rs 1,500 while phase one tickets are Rs. 3,000. Phase two tickets will go up to Rs 5,000.
