POPSHIFT MUSIC FESTIVAL

OBJECTIVE

With the changing landscape our mission is to provide a multidisciplinary event for young South Asians hungry for an experience that speaks to their hybrid identities.

For years, the South Asian music scene has been largely overlooked when it comes to mainstream music festivals in America. While there are multiple South Asian cultural events that focus on music, there isn't a single music festival that solely showcases the diverse and vibrant sounds of South Asian music. With the inclusion of Diljit Dosanjh, Jai Paul, Ali Sethi, and Joy Crookes at Coachella, we thought this was the perfect time to fill the gap and create a platform for fans to enjoy their favorite South Asian artists.

Inspired by the concept of "Concerts in Art Museums,” we aimed to deliver a captivating visual experience where attendees get lost in their surroundings while being immersed in sounds from up & coming South Asian Artists. While looking to innovate and create something new, we also took a retrospective at our previous music concerts, such as Sessions, to influence the direction of the Music Festival.

Executive Producer: Raghu Alla

Producers: Prena Dadlani, Roshni Lalchandani, Prarthana Ranjit, Ashish Yamdagni

Artist Relations: Sagar Leva

Motion Graphics Designer: Adom Woods

“It’s AAPI month, South Asians are impacting pop culture in a major way, and @popshift knows how to throw a party to celebrate this. had the best time this weekend supporting my creative friends and meeting some new ones”
“I’m working on a new series to show people’s homes for PopShift — wanna show your studio. Interested? @toyotausa x @popshift ⚡️ kudos to the @popshift team for creating a dedicated space to honor and celebrate South Asian artists and putting on such a HYPE concert 👏🏽
so glad i dressed comfortably because i was dancing all night long ☺️ thank you for having me”
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The Numbers

Impressions

7+ MILLION

ATTENDEES

1500 GUESTS

eNGAGMENT

25K+ LIKES, COMMENTS, SHARES

over 300 cups of ice cream scooped.

Products given away:

600 Cobranded Cups

300 Toyota branded Speakers

100 Cobranded Shirts

food & Beverage sponsored:

300+ Scoops of Co-branded Ice cream

200 Boxes of Co-branded Biryani

300 Cans of Beer

300 Cans of Sake Seltzer

150 Bottles of Sparkling Water

75 Bottles of Non Alcoholic Cocktails

Activations:

100+ Story Shares on Photo Wall

100+ Photos taken at Photobooth

these numbers tasted pretty good to us.

the conclusion

What We Learned

Ice cream and Biryani taste good, and pair well with our drinks from Rupee Beer, Smooth Sail Sake, Topo Chico, and Crisp & Crude.

The South Asian community is eager for more events that really get to the roots of culture and art. We’re at the pulse of a cultural renaissance, and it’s only getting bigger from here. With new artists finding vitality every day, and more attendees discovering this creative world — there’s only room to grow.