Behind-The-Scenes With The Dream Team Curating Goa's TimeOut72 Festival

Posted at December 6th, 2017 | by Shivani Goel | in Entertainment, Featured, Music Festivals

A brand new festival on the music scene, TimeOut72 is the talk of the country right now, with it’s seriously impressive lineup, and much coveted Goan location. End of the year music festivals had become a norm in India, and we were really missing that perfect way to end the New Year. Curated by Ahmedabad based entertainment companies, the festival is gearing up for a massive debut edition.

Director, Argha Chatterjee talks about the festival experience, “I credit a lot of the success that is to come to our commitment of making TIMEOUT 72 the best experience for the fan. Fans might have four different options to see their favourite band in the festival setting. The festivals that are focusing on the fans’ experience, and why they should come to see their favourite band at their festival, are the ones that will survive. The saturation — or competition — is going to bring out the best in the festivals that will be around for a long time. From a live music perspective, you’re no longer just waiting for that once-every- three-year tour date to roll through your city. We’re looking at a generation now that really values experiences over material items. It’s a benefit to music fans.”

Artist Head, Aayush Bansal talks about the concept behind such a lineup, “We wanted to create a new category and not compete with the other festivals currently happening in India. Also, we wanted a commercially-viable line up encompassing all genres. I’m personally very excited about Jason and Wiz as it’s their debut performance in India. This year, we are pushing the envelope and making sure that the presence of key international acts and our local folklore are intertwined with a common denominator, great musicianship and performance.”

He also discussed the obstacles faced in programming a new festival, “It was extremely difficult in the beginning as we’re a new festival in the scene and bigger agencies are usually skeptical of a new property. Our booking process started around June and a lot of acts waited for other bigger artists to be confirmed before blocking their dates with us. However, it turned out well as some of the big agencies put their trust in us and we managed to close a stellar lineup, well in time.”

 

Argha Chatterjee, Jashoda Madhavji, Aayush Bansal

 

On the PR strategy for the festival, bosslady Jashoda Madhavji says, “Festivals are more than just standalone events. It’s not just “all about the music” these days; they represent a lifestyle commodity that consumers buy in to and want to be a part of. The PR strategy should not only tap into the media’s interest in the festival, but also help to elevate the brand’s social and cultural status via a series of creative and tactical partnership alongside stories that deliver against the traditional PR mindset. For instance an artist talking about India in their shout outs and interviews makes a quick talking point locally. Promoters hold incredible insights into consumer buying patterns, behaviour and key touch points, so we did tap into this knowledge before commenting the campaign. Knowing each of your artists is key to the campaign. To stand out from the rest, it’s important to dive deeper into every artists’ miscellaneous profile instead of just contacting the music editors with just the music discography.”

 

Marketing head Rahul Merchant says the marketing strategies and gimmicks involved include retail tie-ups, bloggers initiatives, partnerships with Facebook, 600 outlet activations, college outreach program and a lot more. On the amount of time it takes to create such an IP, “The marketing process has been 6 month long and next year we plan to begin our marketing efforts a year in advance.”

 

Design head Khantil Mehta has really killed it with the festival theme and asked about the conceptualization, he says, “Each stage took more than a whopping 3 months to design and will involve a workforce of close to 100 labourers to implement on-ground for show day. Time and space theory to be precise. We wanted the different facets of the festival to resonate with the name of the festival. Our stage names are always inspired by the space theory. The Main Stage will be called “Majoris” which means the mightiest and the biggest in the space theory. The Psy Stage will be called “Eximius” referring to the finest and the rarest in the space theory. The Live Stage will be termed “Proximus” signifying propinquity in the space theory.”

 

Rodney Barnes, Khantil Mehta, Rahul Merchant, Parampreet Singh

 

Project Manager Parampreet Singh Dhanoa talks about what’s going to be new at the festival that fans can look forward to: “We are trying to make the entire festival CASH FREE zone which will be the first time any festival has done in Goa. This will drastically reduce the waiting time for fans in the queues and they will have more time to enjoy the experiences. We have India’s first biggest festival stage, measuring at 200 x 55 feet and will be a 3D stage. Expect a heavy dose of an audio-visual spectacle after every headliner set with an eclectic foray of special effects comprising C02 blasts, pyro, confetti, blinder lights, SFX and laser.”

 

Production Head Rodney Barnes has worked with the likes of Michael Jackson and Justin Bieber, along with many large scale festivals as well. About the on-ground taskforce that will be employed at the festival, he says, “Saurav Takyar, our Venue Manager [ Production Crew ] with his band of boys and an entire army from all walks of life. who have been involved for many years. We will prepare this large venue to make it festival worthy.” On the mainstage they’re working alongside international festival brand Don’t Let Daddy Know, and work on ground started almost three months ago!

 

So we’re super excited about this one, with barely a few weeks to go. Check out the full lineup below and grab your tickets if you haven’t already!
Insiderbit.ly/T72_Insider
Paytmbit.ly/T72_Paytm
BookMyShowbit.ly/T72_BMS

 

Shivani Goel

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