How Ashit Kukian And Radhika Mukherji Are Transforming Live Music Experiences With Songstruck

The concept for Songstruck emerged from a shared belief in the transformative power of music. Both Ashit and Radhika wanted to offer something unique that connects people not only to songs but to the emotions behind them.

The collaboration between Radio City and Happydemic was a natural fit, combining Radio City’s extensive reach and audience engagement with Happydemic’s expertise in curating deeply personal musical experiences. Together, they’ve created a platform where live music becomes an emotional journey, enriching special moments and memories.

In an exclusive interview with Loudest.in, Ashit Kukian and Radhika Mukherji discuss their collaboration, explaining how Songstruck emerged from their shared belief in the transformative power of music.Here are edited excerpts:

Q1. Songstruck offers a hyper-personalized live music experience. How did the idea of combining live music with personal emotional connections come about, and what inspired this collaboration with Happydemic?

Ashit Kukian shared, The concept of ‘Songstruck’ is Happydemic’s brainchild, and we are excited to ride on this innovative idea together. Our collaboration aims to elevate this concept into a unique experience that connects with audiences on a deeper level. By joining energies, Radio City and Happydemic are committed to bringing this emotional journey to life, allowing listeners to gift tailored live performances that transform special moments into unforgettable memories. Together, we’re creating an experience that celebrates the power of music and human connection.”

Q2. One of Songstruck's core missions is to empower hyperlocal and undiscovered artists. How do you plan to identify and promote these artists, and what impact do you foresee on the local music community?

Radhika Mukherji remarked, “At Happydemic, we’ve always championed the voices of emerging talent, and with Songstruck, we’re taking it a step further by providing a platform for hyperlocal and undiscovered artists. Our platform has created a niche to scout talented musicians from across the country. The goal is to give these artists exposure through intimate, live performances, connecting them directly with audiences. We foresee this initiative sparking growth in the local music community, creating a space where fresh talent can flourish and build lasting careers.”

Q3. The initiative aims to create lasting memories through music. Can you share some examples of how Songstruck has brought people closer or made a celebration more special through its personalized performances?

Songstruck is a fairly new initiative that we have strategically launched prior to the onsite of festival season. The primary aim of the platform is to create memorable experiences with bespoke music that seamlessly blends into the celebrations be it birthday parties, anniversary celebrations or a simple miss you message through personally curated playlist that connect hearts. The goal is to make a remarkable impact by bringing people closer and making celebrations truly special through its unique personalized performances. Imagine a heartfelt musical performance during a Diwali gathering, creating an atmosphere of joy and nostalgia that resonates with the essence of the celebration.

Ashit Kukian emphasizes the platform's transformative potential, stating, “This innovative initiative is the first of its kind, bringing together talented performers at diverse locations to meet any celebratory requirements. Whether it’s a couple rekindling romance with a serenade on their anniversary or a family celebrating a milestone birthday, Songstruck offers endless possibilities for special occasions.”

He added, “Real-life stories highlight how these personalized musical moments have deepened connections among friends and family. It’s these kinds of moments where music brings people closer that make this platform so special.”

Q4. With the slogan “Gifting Memories with Melodies,” Songstruck aims to set new standards in event entertainment. How does this vision align with Radio City’s broader goals for audience engagement and innovation in music programming?

The slogan “Gifting Memories with Melodies” encapsulates a powerful vision that resonates with Radio City’s broader goals of audience engagement and innovation in music programming. Ashit Kukian notes, “This perfectly aligns with our core mission at Radio City, where we've always been dedicated to creating innovative, audience-centric experiences and the same has been complemented by Happydemic. Their exceptional expertise and creativity have beautifully integrated with our efforts, enhancing the overall experience for our consumers. Through Songstruck, we are not just providing a soundtrack for celebrations but are redefining the very nature of how audiences engage with music.”

Radhika Mukherji adds depth to this vision, stating, “It’s about creating deeper connections with our target audiences by offering something that goes beyond traditional programming. By incorporating personalized performances that tap into the emotions tied to special moments, Songstruck elevates the experience for users.”

As the festive season encourages gifting and celebration, Songstruck’s approach mirrors this spirit by offering a unique way for audiences to express their feelings and connect with others through music. In summary, this platform is not just about delivering music; it's about crafting experiences that enhance personal connections, celebrate cultural traditions, and create lasting memories—aligning perfectly with Radio City’s mission to bring audiences closer to the magic of music.

Q5. Both you and Radhika Mukherji have endorsed this project as a merger of your passion for live music and artist promotion. How do you envision Songstruck evolving in the future, and what are your long-term goals for this initiative?

“As we look to the future, we see tremendous potential for this initiative to revolutionize how people experience live music. Our vision is to expand its reach across more cities, bring in diverse musical genres, and provide a stage for even more artists. We want to keep innovating by offering both virtual and in-person performances, making sure that no matter where someone is or what they’re celebrating, Songstruck can be part of it. Ultimately, we want to be known not just as a service, but as the go-to destination for creating lasting memories through music while supporting emerging talent,” explained Ashit Kukian.

Q6. As live, in-person events are regaining momentum post-pandemic, how does Songstruck fit into the changing landscape of live music and entertainment? What challenges or opportunities do you see ahead for this concept?

As live events regain momentum post-pandemic, Songstruck is poised to play a significant role in the evolving entertainment landscape.

Radhika Mukherji highlighted: “The growing demand for personal, meaningful experiences, which Songstruck delivers through intimate, customized live performances that enhance celebrations like Diwali, Christmas, Valentine’s Day and so on. While scaling this unique concept poses challenges, particularly in maintaining its personal touch, the festive season presents opportunities for innovation. By integrating cultural traditions and local music, the platform can create rich, localized experiences that resonate deeply with consumers. Ultimately, as people seek closer connections, Songstruck aims to redefine live music by offering emotional, accessible, and unforgettable moments for every occasion.”