How Levi’s India Celebrated Women In Music?

From The Levi’s Lounge, Mumbai
16th October 2019

By Nigel D’souza

Levi’s India soared high with music in the air by launching The Levi’s Music Week 2019 at the Mumbai base – The Levi’s Lounge from October 11-October 18. The event opened its doors welcoming all passionate music-lovers from across the city and elsewhere to commune and grow on one substance – MUSIC.
As in the past, this ‘fashion juggernaut’ successfully executed the event and raised the brand identity a notch higher.

I shared the privilege to witness this ‘sonic-zone’ on one of the days highlighting “Women in Music”. This day of the week was dedicated to empowering and creating awareness about the contribution of women in the Indian Music scene.
Out of sheer excitement, I arrived at the venue before time which is quite absurd. The event volunteers were of great assistance right from the point of registration to the point of exit. Although the event was open to all, the Organizing Team gifted us a free Levi’s T-Shirt branding the event’s hashtag – #ISupportMyWorld. Now isn’t that cool?

The event started off with a ‘Beatmatching Workshop’ conducted by none other than Kini Rao. She introduced us to her first love – the Pioneer CDJ Console and explained the technicalities of the gear. She then demonstrated her style of playing and helped us understand the nuances of beatmatching. Kini’s milestone testimonial not only inspired me but opened avenues into exploring electronic music. At the end of her workshop, Kini challenged everyone to come forward to try their hands on her console and test waters. After two failed attempts, I successfully created and matched my first beat. Voot!

The evening continued unfolding much more surprises keeping us on the edge of our seats. The next on the itinerary was the ‘Women’s Panel Discussion’ with the biggies of the Indian Indie Music Industry – Shalmali Kholgade, Maalavika Manoj (Mali), Rajakumari and Emmanuelle De Decker (Founder of Gatecrash India).
They individually shared their experiences on fighting against all myths that surround women artists in the music space. A healthy Q&A session was encouraged by Emmanuelle and the audience addressing struggles and parities faced by upcoming Indie artists in India. Rajakumari intervened her thoughts by talking about her recent ventures with Naezy, Divine and other raw Indian talents. Keeping along those lines was Maalavika a.k.a Mali who cautioned every performing artist to be careful with whom and what they work for better professional credibility. Shalmali bridged all ‘invisible gaps’ in the conversations with her bold yet witty sense of humor. They were some of the most approachable artists I have interacted with.

Now it surely feels like an evening well spent. But what if I were to tell you that the best has yet to arrive? Yes, indeed!

After a brainstorming workshop with Kini Rao and ‘small talks’ with the ‘industry’s ladies special’, it was time for some dance and action! The stage was prepared, sound checks done and lights dimmed to welcome some amazing talent of India. Joining us next were Aditi a.k.a Ditty followed by Aarifah Rebello who struck us with their sultry vocals and crisp acoustics. This surely was the icing on the cake to sway to some irresistible rhythms created by these ingenious artists.

Hands shaken. Conversations exchanged. Bonds strengthened.

This evening was truly an amalgamation of music, fashion, lessons and moreover FUN! It wasn’t the end of something but the start to everything – Independent Music. Over the last few years, Indian event promoters and curators have been encouraging our exuberant generation to explore the power of Independent Music a.k.a Indie Music. All the way from living room gigs to big music festivals, Indie Music has and will reform the Sound of India.

What is your say on the Independent Music of India?