The Spot Concerts by Greater than Gin is a result of three years of small-scale collaborations with Indie-music artists of all kinds in the country across genres, ranging from tribute shows in honor of Ghazal exponents like Begum Akhtar to bold and young hip-hop artists like Seedhe Maut. ‘In all these collaborations, we experimented and researched ways to integrate the whole experience from the communications to the product. It also works as an interesting opportunity for our Brand Community Managers Vedant, Meet, & Naman (aka stars behind the bar) to create & experiment with the blank canvas that Greater Than is,’ says performance artist Vaishnavi Mannava who now also manages the brand.
At the Spot Concert, each cocktail on the menu is a creative interpretation of the artists performing on stage. ‘We gave out artist info on tickets with tearable tasters for each of the artist-based cocktails to the audience. This was our way of introducing the artists & our love for them right at the gate. The intention with all our IP’s has been is to craft an immersive, sensorial experience, seamlessly connecting the entrance, stage, and bar. Greater Than Gin, as a champion of all things local, initiated the #ListenGreater campaign to support India's burgeoning indie music scene. ‘The Spot Concerts’ stands as an extension of the same.’ She tells us more.
Can you tell us how curated the Delhi leg on the same lines? How did you curate the artists?
Delhi in general has been a hotbed for experimentation, with a niche for every kind of artist. Over the years, we’ve collaborated with various indie artists, identifying those actively working on releasing new material. When The Piano Man graciously partnered with us at their new venue in Eldeco Centre, we decided to pursue a dual approach. Firstly, we recognized Delhi and The Piano Man’s audience’s affinity for live-jazz folk bands and aimed to meet those expectations. Secondly, we wanted to experiment by shifting the spotlight onto the rising live-electronica scene in India, a genre that is gradually finding its space in Delhi’s cultural landscape.
In collaboration with Arjun and Abhiprai from The Piano Man, both industry veterans, we curated the lineup with a focus on breaking away from the usual ‘headliner’ approach for brand-led shows that we’ve seen so far and focus more on a community-driven approach. Emerging artists were strategically placed between well-established names in the indie scene, creating an engaging and dynamic lineup. For instance, Day 1 featured the well-known Bawari Basanti and The Revisit Project, alongside the up-and-coming Inga, whereas Day 2 showcased predominantly newer names, interwoven with fusion-electronica bands like Dee En and Zenguin, both with a growing presence in Delhi. The Spot Concerts was created for our audience to not only witness but also embrace new favourites and old, and we’d like to think our ambition was realized.
Was there a reason behind making it a live setup for all the performances?
In general, the approach has been to ‘spotlight’ original music producers. For each Spot Concert, the collaboration and curation will be considered on three fronts - the artists, the brand, and the venue. The Piano Man is known for their live music, and we wanted to showcase the whole spectrum within that range. This was the first time that Piano Man ventured into Live-Electronica so in that sense, both brands pushed the limits of what is typically expected. To top it off, when it comes to funding and tech, live artists are the ones that usually require a lot more support to be brought together. So we wanted to kick-start the concerts in that realm itself to understand possibilities better.
Tell us about collaborating with Piano Man and what made you choose it?
There are plenty of venues hosting musical events, but there are only a handful that are able to uphold standards for quality with respect for live music, and excellence in drinks and service. Over the last 15 years, The Piano Man has stood out as one of these few brands in the F&B industry, built on the foundation of music across Delhi and Gurgaon. They’re probably the only venue in the country that has been able to create a cultural intervention with the ‘silent song’ during a show dedicated to fostering a culture of Greater listening at a bar when all service stops for one song. A bold measure well received by their audience. It was a natural progression for us to go to veterans in the field since it was our first concert dedicated to live music. The whole team resonates with our values and was completely involved in supporting and enabling the cause from inception to execution.
When’s the next concert?
You’ll know soon enough! For now, the focus is on releasing the YouTube series to amplify the work that all three entities have put together to push the envelope for quality Indie-Indian music.
Words Hansika Lohani
Date 06.01.2024