Music festivals are the trademark of popular culture nowadays, but undeniably so, very few would offer its attendees the actual experience they promised on the marketing pamphlets. A music lovers experience at a music festival is so far defined by standing in long queues to get in, security hassles, massive crowd and absolute chaos while moving out of the venue.
But the latest addition to the music festival business, Future Theory Festival promises to be different in this regard. The festival organizers claim that the attendees this music festival will be able to camp out at night, enjoy evening barbeques, laze around in hammocks and groove to the kind of music they have hungered for while cherishing the spectacular view of Jadhavgadh Fort near Pune.
Yes, Future Theory Festival has a lot of offer to music lovers this February and in an exclusive conversation with Arnab Banerjee, Director – SNAP Media Solutions we find out the reasons behind creating this new musical property and what more can be expected from it.
How was the idea of creating a Future Theory Festival conceptualized?
Future Theory Festival was a concept I had thought of around 3 years back – India has a burgeoning music festival scene however most of them are impersonal and catering to the masses. Future Theory was a concept which steamed from the lack of pure and authentic musical experiences or parties. The idea was simple to get the basic right – have a great location, bring out the freshest talent the country has to offer and the people who would identify with the music and the vibe we are putting out there will follow us to the dance floor.
We already have seen camping music festivals such as Enchanted Valley and Coorg. What is the new element Future Theory has to offer?
By Coorg I am assuming you are meaning the Stomp Festival. We are not a camping (only) music festival. Camping is just one of the many experiences we offer to our audience. Which also happens to be the most economic way for lot of our attendees stay within the premises, We are possibly the only festival out there which offers stay at the festival from as low as 3,500 to 53,000 INR.
What are the highlights of Future Theory Festival?
The music programming in our festival is very different from whats being served out there right now. Our music works as the best filter for our audience. We are entirely focused on showcasing the evolution of electronic music and the subculture around it as opposed to highlighting whats popular or trending.
The venue of the event is quite unconventional. Any specific reason to host the event at the Jadhavgadh Fort near Pune?
Well thats exactly what we are looking at as a festival. Providing unique and authentic music experiences in the most beautiful and unconventional spaces.
What is the artist lineup of the festival and what can we expect from it?
For the first edition we have got the cream of the Indian electronic scene. Every artist on this line-up has been carefully handpicked to the set the tone for us in year one. There will be some hard hitting performances – such as the likes of Techno legends Troy Pierce & Petar Dundov’s first ever India gig and some beautifully sunny moments as well with Parra For Cuva’s new album launch at the festival.
What is the entry fee of the festival?
Its 3,000 for 2 days and 1,800 for a sunday only pass.
How fruitful is the event property in terms of ROI?
The initial years of any festivals are always tough. But we already have a clear plan chalked out for Future Theory this year – where we generate our own audience base across the country and hopefully look to a more rewarding P/L by year 2 and 3.
Are any brands associated with the event? What kind of activation will they be carrying out at the event venue?
Yes we have Budweiser, Grover Zampa, Red Bull & Blue Pine onboard. There isn’t any brand activation as such – we have a wine tasting session with Grover Zampa which is more of experience than an activation.
Describe the festival in just one line.
A two day long destination music festival which makes you time travel and lets you take a peak into the future of this wonderful subculture
