Budweiser Experiences concluded the epic first day of its 360°experiential platform, Budx, on 23^rd March 2019, at the iconic Mehboob Studio in Mumbai.

The programme focused on the development and collaboration of artists within four vastly expanding sub-cultural sounds currently shaping India's music landscape - Techno / EDM, Bass, Hip-Hop and Undercurrent. The outset of the festival witnessed a power packed bunch of music enthusiasts all gathered to revel in the collective and empowering vibe of the platform, in the presence of some revered and budding home-grown and international artists.

The daytime programme hosted an assortment of integrated masterclasses and discussions with insightful topics such as, ‘The Challenges of the 21st Century DJ’ by Arjun Vagale and Zainub Rao; ‘Equalising Music Spaces In India And Beyond’ by Tom Birtwistle (British Council), Pooja Bangad (The EQ Way) and Frankie Decaiza Hutchinson (Discwoman); ‘The Age Of Music Discovery And Saturation’ by Terry Weerasinghe (Beatport), Mohammed Abood (Boxout.FM) and Akshat Harbola (Spotify India). It also witnessed masterclasses rooted in the subjects of Beats per Minute, Sez On The Beat’s creative process, influences & a live demonstration conducted by Sez On The Beat and Mo Joshi (Azadi Records). The evening concluded with larger-than-life performances by artists and platforms such as Sub Focus, Boiler Room,OX7GEN, _RHL, Aamish, DJ Mocity, Dreamstates, Vilify, Tsunami Soup Collective, and.

Commenting on the success of Day 1, Kartikeya Sharma, Vice President Marketing- South Asia, AB InBev, opined “At Budweiser, we are such avid fans of the music soundscape and vibe in general, that we are always thrilled to put our best foot forward and provide our partners and patrons with one-of-a-kind experiences, that fuel the growth of the industry as a whole. Similarly with BUDX, we are on a journey to provide understated sounds and maestros the attention and materials they seek, to support their artistic journeys and learning processes. We were ecstatic to witness Mehboob Studio, in its entirety, reverberating with such great tunes and passion, that only makes us further strengthen our resolve of energizing music makers and consumers alike.”