Put on your party hat

One of the most flam­boy­ant mu­sic fes­ti­vals in the world is set for an In­dia launch in March

Mid Day - - The Guide - SHUNASHIR SEN shu­[email protected] Brazil­ian mu­si­cians per­form at the fes­ti­val

IN the nine years since el­row was first held in Barcelona, the event has grown in stature to now be re­garded as one of the big­gest — and most flam­boy­ant — elec­tronic mu­sic fes­ti­vals in the world.

Where else have they been held? Flam­boy­ant, be­cause this isn’t just a mu­sic fest. It’s an out-and-out party that in­volves peo­ple walk­ing on stilts min­gling with the crowd, drag artistes adding a touch of ec­cen­tric­ity, ma­gi­cians per­form­ing tricks out of the blue, and con­fetti show­ers that take place af­ter the mu­sic reaches fever pitch and is then fol­lowed by a drop. It’s not some­thing that In­dia has ever seen be­fore. But that’s go­ing to change come March.

For, Mum­bai will host the coun­try’s in­au­gu­ral el­row edi­tion next month. It’s a de­vel­op­ment that has been in the off­ing for a while. The Span­ish founders be­hind the fes­ti­val — the brother-sis­ter duo of Juan Ar­nau Lasierra and Cruz Ar­nau Lasierra — se­cured fund­ing from an Amer­i­can eq­uity firm in 2017 to take the event to the next level, with plans for edi­tions in Asia. And in do­ing so, they fol­lowed a rich legacy of or­gan­is­ing par­ties, be­cause the Lasierra fam­ily has been in the busi­ness of en­ter­tain­ment for al­most 150 years.

“Af­ter hav­ing led our in­ter­na­tional ex­pan­sion through 2018, en­ter­ing 2019 with In­dia is a nat­u­ral move for el­row. Since In­dia is one of the largest grow­ing mar­kets glob­ally for en­ter­tain­ment, it is both a mis­sion and a fun ex­pe­ri­ence for us, and we are con­fi­dent that the ex­e­cu­tion will be flaw­less here,” Juan says. Manasvi Khan­del­wal, who’s part of the or­gan­is­ing team, adds that the theme will be in keep­ing with “Sam­bow­dromo do Brasil”, el­row’s usual tag line.

“There will be a Brazil­ian jun­gle that will be cre­ated in the heart of Mum­bai, com­plete with an­i­mals, fruits, etc,” she says, adding that the lineup hasn’t been an­nounced yet. But given the stature that this fes­ti­val en­joys, you can ex­pect some big names to show up.

ON March 16 AT MMRDA grounds, G block, Ban­dra Kurla Com­plex. LOG ON TO book­myshow.com (tick­ets go live next week)

High pro­duc­tion qual­ity is one of the fest’s key fea­tures

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