EDC India Review: An Estimated INR 12-16 Cr. Game Changer for Indian EDM Market
by Shantanu Jain Entertainment | November 14, 2016 | News
Electric Daisy Carnival Insomniac Budweiser OML Buddh International Circuit
It was the third week of August when the official announcement of OML & Insomniac Events bringing Electric Daisy Carnival (EDC) to India made the news, and Indian music fans were overjoyed.
The reasons are clear.
1. Electric Daisy Carnival from Nevada, Vegas is a well-established brand. A mecca for EDM fans across the globe, EDC is more than just a music festival and amalgamates stunning art installations, best stage designs, top artists and on-ground engagement.
2. For the first time an international stature EDM property was debuting in the capital of the country and not on the sandy shores of Goa or the serene hills of Pune. Music fans did not need to travel to Goa in December for this one.
3. The ticket prices were not too steep. In fact, the festival can be credited for being one of the most affordable ones ever, lending a mass appeal to the event.
However, with all the hype generated, the question is whether the Electric Daisy Carnival India held on November 12 and 13 at the Buddh International Circuit lived up to the expecations of the country's EDM fans.
Here's an overview what EDC India managed to ‘Nail’ and where it ‘Failed’.
Let’s just state it at the offset that as far as stage designs are concerned, Electric Daisy Carnival India gave Indian EDM fans the true flavor of Vegas. All 3 stages - kineticFIELD, circuitGROUNDS and neonGARDEN were cleverly designed and were at par with any top notch EDM festival anywhere in the world. The highlight was obviously the centerstage which drew the largest crowd. From what we hear, the owls that were a main feature of the centerstage, were imported from Vegas while the rest of the event production was managed in India itself.
The sound & audio setup by SNL Pro was brilliant and the event production was magnanimous, notches higher than anything India has ever seen, courtesy Greenstone Entertainment.
Here is a glimpse of what EDC India offered to its fans.
Another victory for EDC India came in the form of tech-integrated installations that garnered a lot of attention from festival attendees. More art installations at the festival grounds would have been great, but the use of lights to create jazzy effects on the ones that were there thoroughly engaged festival goers who used their selfie cameras non-stop.
The biggest high of the festival was its main content. All the artists on the lineup brought their ‘A’ game to the festival and audiences were left mesmerized.
What Could Have Been Better
The entire country has severely been affected by the recent decision of the government to demonetize high-value currency notes, and EDC India was no exception. One hoped that the festival organizers would have been better prepared to deliver a stupendous cashless experience to audiences at the festival grounds. However, with debit & credit card machines not working for the most part on Day 1, clearly the party of the year had some poopers too.
Additionally, EDC India did not live up to its name as far as brand engagement was concerned. Budweiser, the title sponsor of the festival, had created a lounge right opposite the main-stage with some cool LED furniture while Bacardi engaged the audiences with a guitar-based activation, but that was all the festival packed in its debut edition. As avid admirers of cool on-ground experiences by brands, we were left a little disappointed.
EDC India could also have benefitted from better marketing. It is estimated that the festival saw around 20,000 attendees, not a great number for a festival of this magnitude. The organizers of the festival heavily relied on Digital, and one cannot help but think the festival would have fared better in this regard had they used ATL, BTL & Outdoor better.
On the whole...
Industry insiders say the Electric Daisy Carnival India is estimated to have cost organizers OML and Insomniac Events around INR 12-16 Cr. It was definitely a fabulous start to a festival looking to entrench itself in the Indian events market. The production was top-notch, the lineup was one of the best, the on-ground management was on-point and there were enough elements to keep the audiences engaged. Clearly, Electric Daisy Carnival is a long-term proposition for Only Much Louder in India, one that will most likely bear fruit in the long run.
Also Read: Electric Daisy Carnival India Announces Buddh International Circuit as the Venue; & Releases Lineup
Also Read: “Our Commitment is to Shape the Electronic Music Culture in India”- Vineet Sharma, Budweiser
Electric Daisy Carnival India was held on November 12 and 13 at the Buddh International Circuit, Noida.