The Kolkata Music Movement

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The Kolkata Music Movement
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Kolkata

• the myth of a metro, Kolkata is a
• city that wallows in past glory be it in
• movies, literature, theater or even music,
• everyone knows that the renaissance is
• over.
• What remains is a desperate attempt
• to get back to the old glory with
• alternative cinema, music bands, and
• cultural centers. But the truth remains
• that with the changing landscape of
• the city skyline we turn more and
• more into a poor copy of other metros.

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The Music History of Kolkata

• When it comes to music, Kolkata still has a rich
  history. Not just in Hindustani classical or
  rabindrasangeet, but in western music too
  Kolkata has been a champion for years.
• Any fond Kolkatan will remember the days of live
  bands in Trincas, the concerts, the music
  evenings organised in several old pubs.
• The day of the western music is still continued
  with bands like Skinny Alley, Hip Pocket,
  Pseudonym keeping with the tradition.
• Calcutta School of Music keeps the background
  intact churning out talented musicians every year
  to add to the western music flavour of the city.

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The symphony

• Over the years, the symphony has also been
  redefined with youth bands taking up the mantel
  and creating their own soundscape by merging
  heavy metal with bengali folk, sufi with pop,
  hindustani classical with the soft melodramatic
  clarinet.

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The Musical Haunts

• Kolkata is a also a city that has clear defined
  spaces for its music
• For example, when it comes to western popular
  tunes, Park Street is a place that one visits
  without any hitch.
• When it comes to the sombre Hindustani Classical
  tunes, one cannot but wait for the Dover Lane
  concerts.
• The wayward bands perform anywhere and everywhere
  for anyone who is waiting to hear the tune.

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Whats more
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• Kolkata is a city that loves the music
• that is there, there are musicians in
• every street corner, musicians in every
• house every taciturn technical wizard
• glued to his computer in a pale office
• has a music in his or her heart.
• That is Kolkata the musical city but
• the saddest part is that theres no
• musical movement that unifies the city

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A look at some music movements

• Events that created history

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Woodstock Festival (1969)

• Woodstock music and art fair (also billed as An
  Aquarian Exposition) was an accidental music
  movement.
• Four young entrepreneurs got together to plan out
  a retreat-like recording studio in Woodstock
  close to the White Lake in NY.
• The plan evolved into a huge outdoor arts and
  music festival featuring legends like Bob Dylan,
  Ravi Shankar, Joan Baez, Bert Sommer, etc.
• The biggest draw of the festival was that it was
  unfenced as the organisers cut off the fence
  prior to the event and therefore it became a free
  cultural exchange space for the music and art
  lovers.

Woodstock takes a crucial place in Rolling
Stones 50 Moments that changed the history of
Rock and Roll!
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Bonnaroo Music Festival (since 2002)

• Bonnaroo was initially planned to be a 5 day
  camping festival in Tennessey.
• However, the festival turned out to be the
  biggest festival in Rock n Roll since it started
  in 2002.
• Attended by the biggies of music such as
  Radiohead, Trey Anastacio, Bob Dylan,Neil Young
  the Bonnaroo music festival is the ground where
  the old and the young meet for a four day musical
  soiree.

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Most of these events were never meant to break
records but they did for just one reason they
brought together people of similar sensibilities
and gave them an open forum to create history.
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Some things that worked in their favour

• A few elements that worked in the favour of these
  music movements
• These were open forums anybody and everybody
  could participate
• These events had the unique combination of fun,
  nostalgia, emotional drive, to connect with the
  visitors.
• Music was the great unifier which connected
  people across class, nationalities, creed,
  colour, language.
• You didnt need specialised knowledge to enjoy
  Rock n Roll if you liked the sound, you were
  in.

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Recreating the same magic in the city of Kolkata
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Park Street Music Carnival
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Park Street

• Park Street has been the hub of music, art, food
  and fun for years.
• The center for live bands, musicians, and the
  glitterati, Park Street is synonymous with the
  good life.
• It is also a place that is fondly remembered by
  almost every celebrity who have grown up or lived
  in Kolkata.

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People who lived the magic
A frequenter in the Park Street circuit, Anjan
Dutta has lived the magic time and again through
his memories, songs, lyrics, and music.
A frequenter in the Park Street circuit, Anjan
Dutta has lived the magic time and again through
his memories, songs, lyrics, and music.
Carlton Kitto, musician and echelon is a man who
cant get out of his Park Street days.
Neither the city, nor the street can ever ignore
the great didi and her voice.
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People who throng the streets even now
Skinny Alley, the age old band of Amyt, Gyan,
Jayashree are still hot in the Park Street music
circuit.
Even though not a part of the Kolkata music
circuit, ShaarFunc the Indo-American func band
started up the open mic movement in the Park
Street circuit.
Kolkata bands like Krosswindz, Hip Pocket, etc.
are also frequent features in the Park Street
music circuit.
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Recently

• SPARK (a non-profit citizens organisation) has
  initiated the drive to rejuvenate Park Street.
• As a part of this drive, every year a Park
  Street festival is organised in December.
• This year, SPARK and Big 92.7 FM will join hands
  to create the Park Street Music Carnival

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The Concept

• A

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The Carnival

• A carnival organised in Park Street from 26th to
  30th December 2009 where
• The street is given a carnivalesque look and the
  magic of Park Street is brought to the people.
• The Park Street Music Carnival
• is a platform created for people to re-live
  their Park Street experiences and create a unique
  experience of their own.
• The event ties in the biggest celebrities,
  business crowd, shops at Park Street and the
  common people.

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Activity Elements (in the Carnival)

• Open Mic Movement
• Where common people can come and sing alongside
  their favourite celebrities at different venues
  in Park Street.
• Park Street Aficionados Back on the Streets
• Park Street oldies like Usha Uthup, Anjan Dutta,
  Carlton Kitto, Nandan Bagchi will come back to
  perform in their favourite haunts like Trincas,
  Moulin Rouge, etc.
• Walkathon
• A musical walk organised through the streets
  with hundreds of voices united in just one song.
• Dance contests
• Reliving Park Street magic with the
• Performances and guest presence
• Performances of leading bands associated with
  Park Street and the presnce of the whos who of
  Bengal.

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Activity Elements (in the Carnival)

• Live Grafitti wall
• Where people can come and draw their experiences
  of Park Street.
• Fashion Show
• The best music with the glitterati of the Kolkata
  fashion circuit.
• Photography Contest
• The magic of the Park Street captured in the
  lens.
• Youth Forum
• A music forum for youth bands to perform.
• Book Release
• A book and DVD release on the history and
  heritage of Park Street.

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Activity Flow
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Activity Phases

• The entire activity will be carried out in two
• different phases
• Phase I
• An on-air, digital and on-ground build up for the
  entire activity.
• Phase - II
• The festival carried across 3 days from 26th to
  28th December
• The festival amplified through
• On-air hype live booth activity
• Digital exclusive Microsite on Park Street
  Carnival
• Park Street Carnival Friends network created
  and managed on www.bigadda.com

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Phase - I
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Approach

• On-Air
• 14 day build up through
• On-air show integration
• With one celeb everyday in the show
• Promos for build up of the live booth for the
  activity
• Capsules
• With people saying how they would like to be a
  part of the activity
• Park Street Families
• Show integration on the families who have lived
  on Park Street
• Breakfast show from Park Street
• One shop in Park Street a day for 7 days prior to
  the activity where we talk about the experience
  
• Curtain Raiser Show

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Approach (Contd.)

• Retail Point Communication
• Leaflets and invitation flyers at all retail
  points in Park Street asking people to
  participate in the festival.
• Out of Home
• Hoardings, shop standees, office standees
  (tapping on to the offices in Park Street)
• Digital
• Digital mailers sent across to people 14 days
  prior to the activity and creating an activity
  build up through a digital.
• SMS Push
• SMS push to drive people to the festival.

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Phase-I

• On-Air

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14 Day Show Build Up

• A 14 day show built up where
• We get one celebrity on-air each day reliving
  their experiences of Park Street throughout all
  14 days in Just Kolkata., the evening show on Big
  92.7 FM.
• Thus, the entire show revolves around Park Street
  now and then, the music that was played, the
  musicians who play now, fun moments, etc.

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Promos

• Promos for the Park Street Music Festival
  activity aired for 7 days prior to the activity
  to drive maximum people to participate in the
  festival.

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Capsules

• Capsules with peoples testimonials on how they
  would like to be a part of Park Street festival
  aired 7 days prior to the festival.
• The capsules capture the interest of
• Celebs
• Common people
• Bands
• Office goers
• Shoppers
• School children

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Park Street Families

• A show integration in Ektu Personal where we talk
  about the history of the street and RJs Sumanta
  and Sanchari with any family that has lived on
  the street and how the ambience shaped their
  personal moments.

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The Park Street Breakfast

• For 3 days prior to the activity, RJ Kaushik
  takes his place at different Park Street
  breakfast joints such as TGIF, Flurys and
  Mocambo, KFC and conducts a show from there,
  where we enjoy the magic of the street along with
  a round of freshly baked bread and scrambled
  eggs.
• In the breakfast show we also ask questions on
  Park Street and the lucky winners get a Park
  Street carnival T-shirt.

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Curtain Raiser Show

• Park Street remains incomplete without the
  influence of the Anglo-Indian community.
• Thus for the Christmas Day on the 25th of
  December, we conduct a live show from Bow
  Barracks and the show itself acts as a curtain
  raiser for the Park Street festival through
• Announcements
• Songs that you have been waiting to hear
• RJ mentions

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Park Street Music Carnival Jingle

• A jingle on the Park Street Music Carnival is
  created and played in high rotation on-air to
  create top of the mind connect with the listeners
  and drive people to the festival.

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Phase - I

• Print, Retail and Collat distribution, Digital,
  SMS Push

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Print Ad

• Print ad in a newspaper announcing the festival.

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Digital

• A microsite is created as part of the
  www.big927fm.com with details on the festival,
• the history of the street,
• The itinerary,
• the activity chart,
• participant roles
• Stores participating
• Web banners are put up in www.bigadda.com,
  www.bigoye.com
• Web mailers are sent across to people asking them
  to participate in the festival.

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SMS Push

• A sms push across all three days of the festival
  to drive people to the festival.

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Retail Point Branding

• Standees and posters are put up in different Park
  Street stores/eating joints
• Flyers distributed in different retail points in
  Park Street
• Flyers put in all Reliance World Stores
• Flyers put in as inlay cards in BigFlix videos.

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Phase - II

• Activity Calendar

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Activity Calendar

• The Big Park Street Walk
• A walk with the whos who of Kolkata
  participating in a musical walk down the street
  with a narrator singing the history of Park
  Street/Park Street jingle The walk will happen
  on the 26th morning.
• Inaugural Programme at Allen Park
• Inaugural Programme on 26th evening with
  honourable guests such as
• Honourable Minister of Tourism Mr. Manab
  Mukherjee
• Karan Paul
• Sanjeev Goenka
• Harsh Neotia
• Celebs who have been a part of Park Street.
• Carnival souveneir release pack of 2 DVDs and a
  book
• Music concert with leading bands like Skinny
  Alley, Hip Pocket at Allen Park.
• Instead of putting huge boxes music channels
  will be put across entire Park Street so that the
  entire street gets to hear the sound of the
  concert.

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Activity Calendar (Contd.)

• Grafitti Wall
• A grafitti wall put outside Allen Park and
  different stores such as Flurys and Oxford
  Bookstore where the stray passersby can sketch
  /write/doodle/draw about their experience with
  the street. The grafitti wall will remain for all
  three days.
• Live Booth
• A Big FM live booth set up in Park Street and
  covering the event live. The entire street will
  hear the evening show at Allen Park through
  channel music.
• The Big FM live booth will be present across the
  three days of the festival so the entire street
  (anyone who walks down the street) will hear
  about the festival and can participate in it.

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Activity Calendar (Contd.)

• Open Mic Movement
• Across several stores and pubs in the street such
  as Someplace Else, Moulin Rouge, BarbQ, etc.

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Open Mic The Concept

• Open Mic is a concept that is much in vogue in
  the West, and has been popular in festivals like
  Kala Ghoda as well. Someplace Else in Kolkata has
  been the first of its kind to start an open Mic
  festival once a month.
• In an Open Mic a microphone and musical
  instruments are placed in a strategic location
  such as a street corner, a bar, a restaurant, an
  open area, a college canteen, etc.
• That particular area is marked out as the Open
  Mic area and people are asked to come and show
  off their talents in the arts such as music,
  poetry, mimicry, etc.

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Does it work?

• Shaair Func
• The fusion and func band based out of India and
  holding regular shows in New York is one example
  of how a band emerged from performing in open mic
  festivals. ShaairFunc now organises its own open
  mic movements in nightclubs in India and NYC.
• Open Mic as a concept became so popular in US
  that it has its own website called
  www.openmicus.ning.com where people showcase
  their work.

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Open Mic at Park Street

• We organise several open mics across different
  food joints in Park Street throughout the day
  where
• People can come and perform to a captive audience
  
• We provide a microphone and a guitar to support
  you
• Every performer takes back a T-shirt or a goody
  as a prize.

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Activity Calendar (Contd.)

• Fashion Show
• An attempt to get the glitterati dance to the
  tunes of the Park Street music we organise a
  fashion show on the 27th December at Park Hotel.
• People coming to the Big 92.7 FM booth at Park
  Street can also win passes to visit the fashion
  show then and there.

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Activity Calendar (Contd.)

• Street Performances (26th 28th Dec)
• Street musicians take the streets at Chowringhee
  Crossing where young singers with guitars are
  asked to perform a serenade.
• The best ones get instant prizes.
• The performances are held across all three days
  at different points of time.
• Best of Bands (27th Dec)
• A contest where we ask different youth bands to
  come and perform at Allen Park.
• The bands perform before a panel of celeb judges
  and the best ones get a prize right then and
  there.

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Activity Calendar (Contd.)

• Capture the Mood
• A photography contest organised across all 3 days
  where we ask shutterbugs to capture the mood of
  the festival in camera and submit to us at the
  festival itself (all you need is a laptop and an
  extension cord at the venue to download each
  image)
• 3 prizes are given out daily to three different
  winners.

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Activity Calendar (Contd.)

• Closing Ceremony on the 28th of Dec
• Where we create an open forum with celebrities
  associated with Park Street, town planners,
  arcitects, students
• The closing ceremony has performances of celeb
  musicians such as Anjan Dutta, Usha Uthup, etc.

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Amplification
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Amplification Elements

• On-Air
• Live show across all 3 days creating
  opportunities for listener interaction, quiz,
  story telling sessions and live coverage of the
  events.
• Celeb presence on-air
• Digital
• Friends of Park Street
• A web network created on www.bigadda.com and
  linked with members networks in www.facebook.com
  and www.orkut.com as well as Big FM website.
• The entire event is covered on www.big927fm.com
  with podcasts and videos.
• PR
• Press coverage of the entire event.

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Categories that can be tapped for this
opportunity
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Why would brands be interested?

• Huge on-air drive and on-ground connect
• More than 200,000 people covered each day
  throughout the festival
• Extensive connect across socio economic classes
  and with a very strong youth connect
• Sampling opportunities, product display
  opportunities
• B2B connect opportunities
• Maximum branding and promotion
• Opportunities to create an emotional consumer
  connect with the consumers
• Opportunity to be a part of a sustainable on-air
  on-ground property that is replicable over the
  years
• Huge digital presence

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Promotional Elements

• On-air
• Show sponsorships
• AFPs
• Bumpers
• Sweepers
• Song tags
• RJ mentions
• Commercials
• Capsules
• Collaterals
• Flyers
• T-shirts
• Watches
• Wrist bands
• Caps
• Posters in store
• Out of Home

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Promotional Elements (Contd.)

• Print
• Print ad
• PR
• Press and media coverage
• Digital
• Microsite
• Presence on www.bigadda.com and www.big927fm.com
• Web mailers and banners

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Possible Categories to tap
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Possible Categories

• Telecom
• Sms push, song downloads, video downloads, web
  checking of the website, photograph downloads,
  etc.
• TV Clients
• The entire activity offers enough opportunities
  for TV software
• Beauty Brands/Youth Brands
• The strong youth brands and fashion brands can
  become an intrinsic part of it.
• Consumer Durables
• Digital cameras can be a part of the
  photography contest
• FMCG Brands
• Fashion Brands
• Levis, Wrangler, etc.
• Plywood companies
• For maximum visibility and presence

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Thank You