EVC is on a Massive Growth Trajectory Year on Year: Devraj Sanyal — Universal Music Group
by Shantanu Jain Entertainment | September 5, 2017 | Interview
Enchanted Valley Carnival Devraj Sanyal
One of India’s largest multi-genre music and camping festivals, the Enchanted Valley Carnival recently announced that it is gearing up for its 5th edition, set to take place on December 16 and 17, 2017 at Aamby Valley City, Lonavala. This one-of-a-kind festival is known to give its patrons a full-fledged camping experience called ‘Enchanted Village’ while grooving to the beats of various genres of music.
Over the years, EVC has witnessed globally renowned artists like Flo Rida, David Guetta, Martin Garrix, Tiesto, Fatboy Slim, Ferry Corsten, Alan Walker, Taio Cruz, Chris Liebing, Dubfire and some of the biggest names from the Indian Music Industry such as - Arijit Singh, Farhan Live, Badshah, Papon, Arjun Kanungo, DJ Chetas offering an eclectic musical experience.
After the smashing success of the festival in 2016, which saw approximately 25,000 festival goers & close to 4700 campers, EVC is all geared up for another colossal gathering this year. In an exclusive interview with Devraj Sanyal, MD & CEO, Universal Music Group India & South Asia, we gain insights into the new developments of the property and what audiences can expect from it.
With EVC having announced its 5th edition, tell us how the property has grown year on year since its inception.
My partner and founder of EVC, Shoven Shah has been instrumental in seeding the camping culture in a festival format in India and today we have established ourselves as the largest multi genre music and camping festival in the region with the most sought after experiences a festival can offer. Last year we saw close to 25,000 festival attendees over 3 days of the festival & approximately 4700 campers. I think the numbers speak for themselves.
EVC tweaked its format and became a multi-genre music festival last year. Are there any changes in the overall festival format this year as well?
Introducing Bollywood music and making it a multi-genre festival has worked tremendously in our favour. We intend on continuing with the same format and introducing some great acts to the festival this year.
Please share with us the concept behind two new EVC IPs — EVC 365 and EVC On-Tour? How will they be rolled out?
It’s our 5th year and we’re ready to spread our wings. We’ve already kicked off both the properties with our gigs in Surat and in Delhi. We’re curating various nightclub & mini arena experiences across India, and the IP’s are focused to give fans across the country a flavor of what to expect at EVC. We’re also launching EVC Yowza this month for our fans across colleges. So in total, we have approximately 80 big & mid-sized events planned till April 2018.
Is EVC a profit-making music festival? What have been your biggest learnings as an IP curator from EVC?
As a policy, we don’t release numbers. But let me say this, we are in a great position financially because our ticket, camping & F&B sales skyrocketed last year and it’s on a massive growth trajectory year on year.
What is the lineup fans can expect from the festival this year?
We’ve just announced the Electronic Family stage at the festival and we’re stoked for their debut in India. We’ll be making some big artist announcements soon along with releasing our Early bird tickets for the 5th edition.
If you were to define EVC 2017 in one line, what would you say and why?
EVC 2017 is India’s only destination festival with incredible music at a picturesque location with an extraordinary camping, culinary & adventure experience.
After the smashing success of the festival in 2016, which saw approximately 25,000 festival goers & close to 4700 campers, EVC is all geared up for another colossal gathering this year.