Renuka Narwankar, Propreiter, Queen's Entertainment said, "We have managed several corporate and musical events in the past. Rockfort is our property, launched to provide a platform for local and national rock bands to showcase their talent. We found that usually, these talented bands get to play indoors in very restricted space and time and when it comes to outdoor concerts, international bands are given importance over local bands. Thus, as a consequence, we have initiated this property this year. Also, the USP of the event is that no alcohol will be served during the concert and we want the youth to be high on music only."

The event is targeted at youngsters between the age of 18 - 25 years. The invitations for the event will be available at select outlets of Planet M, Rhythm House and Furtados. Promotions are being done through print media, online media, Café Coffee Day outlets and colleges across Mumbai. Over 1200 visitors are expected at the venue.

Narwankar added, "Currently we are looking for sponsors and partners for this property. In the future, we wish to turn this into an annual, multi-city event which we plan to take to Bengaluru, Sikkim, Pune and Delhi. We also plan to organise talent hunts for the concert next year."