Ahead of Ranthambhore Music & Wildlife festival in India, we got in touch with Believe Entertainment and asked them about their mission statement and how will they be approaching this year’s edition and other plans ahead.
1. What is the purpose of Believe Entertainment?
Believe Entertainment is a fully owned subsidiary of global music distribution company Believe Music. With offices across 44 countries, Believe Entertainment has access to a global artist community, creating extraordinary live music entertainment that brings audiences together. Believe Entertainment works with brands using music as a language to communicate and engage with audiences worldwide.
2. How will you be approaching the Ranthambhore Music & Wildlife Festival?
The Ranthambhore Music & Wildlife Festival is one of India’s most unique festival experiences mixing music, art, nature and wildlife experiences. Our objective is to offer audiences a unique mix of content and also to work closely with artists to offer collaborative opportunities and an exciting live platform. At the festival, audiences will be treated to an unparalleled festival experience including an opportunity to discover extraordinary music, explore the beauty of the forest and also stay at one of the most spectacular locations imaginable.
3. What is the idea and concept behind this festival?
The Ranthambhore Music & Wildlife Festival was conceived with a vision to celebrate artistic traditions, cultures and nature through the unifying power of music. The aim of the festival is to offer audiences a chance to discover and appreciate extraordinary music, timeless folk traditions and the beautiful and majestic wildlife of India.
4. How are you creating brand partnerships and new IPs around an artist with that?
Believe Entertainment will closely align music experiences for brands and consumers with Believe’s growing music distribution, label services and artist services operations in the market. Our vision is to inspire audiences through extraordinary live music experiences and this partnership is the perfect opportunity for us to scale up and expand our offering to all artists serviced by Believe across the globe. Believe will amplify what we’re able to provide through the power of bringing together technology and services to connect audiences to music.
5. What do you think about the growth in the live music sector?
India is one of the world’s largest music markets with the live music space seeing a massive growth over the last few years. With 1.3 billion music listeners, a large youth population and strong economic growth, India is a promising destination for music festivals and events. Social media and live streaming have further enabled audience awareness and growth in this domain. With India being one of the world’s largest music markets, there is great potential for the live music domain.
6. Are you working on Tier-2/3 cities and focus on regional music as well?
Regional music is playing a key role in the expansion of the fast-growing music industry in India. Access to streaming platforms for users in tier 2 and beyond markets has led to an increase in the consumption of regional music and this trend is going to grow. We at Believe Music, currently work closely with regional music artists like Rochak Kohli, Inder Chahal, Shez, Navjeet, Kambi amongst others to distribute their music across streaming platforms. Believe Entertainment will further amplify the offering by creating experiential platforms for these artists to showcase their music to the target audience.
7. What are some of the challenges we are currently facing in the live sector and how can we overcome them?
The live music sector continues to face challenges ranging from logistics to required government approvals to investment to lack of appropriate venues and so on. Despite these challenges, there is tremendous potential in the live events domain, with an increasing number of brands investing in music, the changing infrastructure and the passion and commitment from event organizers to keep pushing. With 65% of the world’s youngest population present in India and so many new tier-2 and 3 markets to tap into – the opportunities for growth and expansion in the live music domain across India are endless.
8. Any other projects to look forward to after this?
We’re executing the Harley Davidson HOG Music Festival which takes place in Goa and will also be hosting the 3rd edition of Lalkaar – a concert in support of women’s empowerment in partnership with the Population Foundation of India.