Review: Budweiser's 3-day electronic music event BUDx redefines brand experience

The Electronic Music Lab, BUDx, a consequence of a partnership between Budweiser Experiences and Boiler room, entertained New Delhi for consecutive three days from December 6 to 8. The event aimed at highlighting electronic music and introducing it to the Indian audience in an exotic set-up.

The three-day music extravaganza was organized in the capital city at Dhan Mill Compound, Chattarpur, where different activities like film screenings, workshops, panel discussions, and masterclasses were divided and conducted in three rooms viz. the Screening room, Main room, and Breakout room. The idea behind curating an event such as this was to unite the creators, curators, and enthusiasts of electronic music and bringing them under one roof. 

Going the distance with the experience, partner agency Go Live curated the 'Bud Hotel' at Le Meridian Gurgaon where speakers, partners and contributors were accommodated for the duration of the event.  

All the three days witnessed live sets from popular local and international Disc Jockeys, film screenings, mixer sessions, performances by music legends, talks and even panel discussions. On day one, the event commenced at 5:30 pm with Boxout Soundystem Showcase introducing DJ MoCity, Dualist Inquiry, and Rohan Kale. Whereas, the last performance starting at 12 am ended with Arjun Vagale making the crowd go gaga with his act. Before dancing to the beats of Vagale, people shook their legs to Inga Mauer’s performance followed by Live Techno DJ Sets of Sid Vashi and Chhabb. The first day also enlightened people with a panel discussion on How to Build a Global Brand, with the panelists including Rishabh Lost Stories, Kerano, and Tej Brar. The panel discussion was moderated by Ali Sachedina.

With day two, the anticipations among crowd doubled and BUDx stood to its expectations by organizing around 7 DJ sets. Day 2 also witnessed panel talks on The Future of Indian Club Culture having Chal Ravens, Alberto Nerone, Gaurav Malaker, Kenneth Lobo and Sarah Chawla on-board. Whereas, Raj Chaudhuri acted as a moderator. The day ended with a performance by an English drum and bass DJ, record producer and Entrepreneur, Dilinja, who made people go crazy with his ‘BEATiful’ act.

The final day was the most awaited as the crowd held their patience for a master class with the one and only American Record Producer, Teebs. With around four DJ sets and five Boiler Room- Parties, BUDx had left everyone with an experience to remember for their lives. DJ Uri, Raji Rags, Kini Rao, among others took people on a different journey with their performances. The event ended with the crowd cheering for Omar S, Music Producer, and Marcellus Pittman, Musical Artist, leaving everyone with happy faces.