mahindra blues festival

In 2011, the Mahindra Blues Festival was virtually non-existent online. Within the year, we built the property into an online community of 2,00,000+ Blues fans.  We identified and explored an array of topics related to the Blues, right from history to contemporary Blues culture, from fashion to food, from renowned to upcoming artists, in order to create a scope of content that went well beyond the onground festival. At the festival, we maintained a constant stream of live updates, behind-the-scenes footage, artist shout-outs,  and onground contests and quizzes. We also instituted the Big Blues Band Hunt, which saw upcoming Blues talent from around the country compete for a gig at the festival itself. The Band Hunt grew into a property of its own, with an incredible array of talent emerging every year - including the Kolkata-based Arinjoy Trio, who returned to the MBF stage as headliners in subsequent years, even launching their debut album at the festival!