The legacy of Vh1 Supersonic: Music, Lifestyle, and Unconventional Choices

In the dynamic realm of music festivals, Vh1 Supersonic has not only marked its presence but has pioneered an evolution in the very concept of live music experiences. From addressing the nuanced preferences of festival-goers to venturing into the vibrant space of lifestyle curation, Gaurav Mashruwala, Business Head, Viacom18 Live, delves into the festival's journey, reflecting on the core ethos that fueled its growth over nine successful editions and much more… 

Reflecting on the festival's journey, Mashruwala highlighted Vh1 Supersonic's roots in the EDM and techno scene, which evolved alongside changing music consumption trends. "When we started Vh1 Supersonic back in the day in Goa, the prevailing music trend among consumers was EDM and, to a certain extent, techno. As the years went by, we observed a significant evolution in music trends, particularly in consumer taste preferences, spanning across various genres. With the advent of streaming channels and the widespread use of streaming audio, the music landscape exploded. Consumers began listening to a diverse array of music. With this, we said, okay, if that's what's happening then we should be the first movers in creating the space for our consumers to enjoy," he shared. The festival strategically expanded into a multi-genre music event, embracing genres like EDM, techno, house, disco, indie, live, reggae, Afro and more, to cater to diverse consumer preferences.

He emphasized the festival's commitment to a holistic experience, going beyond music. "People will like one, two, or five sets of artists that they'll probably come in for at a music festival. With that happening, what occurs is that the consumer comes in to listen to those four or five artists they like, but they are buying whole-day tickets, it's kind of unfair because they only come in for the artist who performs for anywhere between 60 to 90 minutes, yet they're paying for the whole day," Mashruwala explained. This led to the curation of well-defined experiences in FNB, fashion, lifestyle and art, creating a comprehensive three-day extravaganza. “We started booking artists, not just for their musical talents but also considering their impact on our fashion and lifestyle experiences. We began featuring designers, artists, and artworks that were gaining popularity on social media, all from the consumer's perspective,” he noted.

As Vh1 Supersonic marks its ninth edition, Mashruwala shares insights into the bold choices that contributed to the festival's identity and success. "The consumer has been clearly in the discovery of sounds," he stated. The festival took bold steps in introducing upcoming artists and unique sounds, some popular internationally but relatively undiscovered in India, creating a distinctive and captivating musical experience. 

Additionally, in the experiences space, Mashruwala highlighted the creation of interactive and engaging experiences tailored for varied demographics including the Gen Z and millennial crowd. These bold choices set Vh1 Supersonic apart from other events, offering an immersive and dynamic festival experience.

Mashruwala shed light on how Vh1 Supersonic successfully cultivates a diverse and inclusive community. "We've created mini festivals within Supersonic," he shared, emphasizing the festival's multi-touchpoint approach. By catering to various interests, including music, fashion, art, and culinary experiences, Vh1 Supersonic ensures an inclusive environment where attendees can find their niche. Security measures, women-only areas, and a well-defined festival layout contribute to a safe and secure atmosphere, welcoming people from all walks of life. Mashruwala highlighted the festival's significant turnout of women attendees, reflecting the success of their inclusive initiatives. 

About the brand partnerships with seamless experience he shared, “When partnering with brands like Budweiser, Nexa, or Maybelline, we align their objectives with the festival experience. This involves curating on-ground experiences in line with the brand's ethos and utilizing our extensive digital assets for engagement and reach. By ensuring a cohesive blend of brand identity and festival ambiance, we create an immersive and memorable experience for attendees.” 

In response to the dynamic nature of the industry, Mashruwala explained how Vh1 Supersonic adapts to stay relevant. Engaging in ongoing conversations with consumers, analyzing data, and staying attuned to evolving preferences guide the festival's approach. "It's the data that tells us what is next versus us just kind of cooking it up," Mashruwala emphasized.

Looking ahead, Mashruwala pondered 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 on year," he shared. The festival's legacy lies in being a mainstay across demographic, especially for the Gen Z and millennial crowd, synonymous with all things cool, free, and vibrant. 

Mashruwala shared the future ambitions for Vh1 Supersonic by saying, "Our ambition is continuous growth with plans to add more extensions to the brand, building on successes like the Supersonic main stage. Experimentation, data analysis, and consumer feedback will guide our future endeavors, with potential expansions in the house and techno space. Our focus remains on providing a groundbreaking and evolving festival experience for our diverse audience."

Watch the complete interview with Gaurav Mashruwala below: