Just one more day and the Canadian sensation Justin Bieber will be amongst Indians making them groove on all those superhits!
The star musician who has the adorable vocals matching the rhymes and blues, in a message prior coming to India said, "Namaste India. See you on May 10th at DY Patil Stadium".
But hey hey... not getting caught with the fascination of the concert, let's just first look into behind the scenes of 'how' the singer made his way to aamchi Mumbai. Yes, it was not random and has a story behind it worth knowing.
It was a dream of a 27-year-old Bieliber to bring the world's biggest pop sensation to India. Arjun Jain, the founder of White Fox who deserves all the claps, hugs and kisses from us who had bet gigabucks to make Justin Bieber's Purpose World Tour to Mumbai.
Adding to your interest, Arjun Jain is also the person behind what has now become one of the country's biggest food festivals, Grub Fest and hosting artists like Steve Aoki, David Guetta, Tiesto, Axwell, Hardwell Above & Beyond etc in 2013 and 2014 as well.
Brought up in New Delhi, Arjun Jain persuaded his under graduation at the University of Massachusetts, Boston in the field of finance. His destructive yet constructive blood went on to take some experience with a real estate company but found himself to be cracking at one business plan or the other.
Describing, he said, "However, I'd scrap them all at the end of the day because I didn't feel a connection–until one day, in 2012, when I picked up the newspaper and read about the boom in the music industry. It was the era of EDM entering India. Since I was little, hospitality and entertainment were always the fields I saw myself in someday. And on that morning, it all just clicked–and I decided to create White Fox India."
Possessing that entrepreneurial bug since childhood, he started off with White Fox India on a very small level. Pulling in no external funding, the company today is a result of his sweat and passion.
Thriving to make a social difference in the lives of people, he got to witness hell lot of recreational activities working out of India i.e in London and Dubai. He realised that entertainment forms an integral part of everyone's life but India has a lack of it and therefore he wants to bring these activities more to India.
After winning at several events in the music arena, the founder of White Fox India, Arjun Jain felt confident to create their own IP and thus incubated the Grub Fest which went on to achieve the status of one of India's largest food festivals along with the restaurants of all ranges and elaborative set ups.
The one conducted in Chandigarh was forced to shut off the gates due to an excessive crowd and the one which was organised in Delhi attracted about 65,000 people in over a span of three days.
All these made their portfolio very strong, and Arjun was ready to take one big step to take forward.
"I always wanted to get Bieber to India. And we are now equipped to handle larger shows. It's all an event at the end of the day, and the event management's ABCs stay the same. We've cracked the code. Last June, I felt like we were ready."
Approaching for some insider information, White Fox India was keen to know whether Justin Bieber was looking forward to visiting India or not which turned out into a positive reply.
Arjun says, "Justin loves Indian food, and had always been intrigued by India in general."
When White Fox India came to know about Justin Bieber's Purpose World Tour, they had initiated conversations in March 2016. They saw the opportunity to bring him to India and the contractual agreements took six months to close.
Since Indians had not experienced a pop concert in a while, they wanted to gift the country a taste of acts that are witnessed globally. Arjun Jain shared his realisation that India has been caught up in EDM wave sucked up in a monotonous anarchy.
This artist's performance is being pegged as 'the most expensive act in the history of India' which is costing $4 million dollars to White Fox, signing which was the biggest gamble of Arjun Jain's career.
The concert that is going to be carried on an extremely creative and high level is all set to define a new parameter in the sector of 'live events'. White Fox is hoping to raise the bar and set up a new market in India with the help of Purpose Tour.
Actually, the things of your interest have hardly been revealed but yes a few disclosures about the organisation of the concert have been made.
Provisions of free water and bus shuttles with security will be available. You will find vendors with cold packs roaming around the whole venue to deliver food and drinks.
Also, Arjun Jain claims it to be as one of the most well-organised shows ever conducted in the history of India ensuring that the artist will bear no complaints and will deliver a world-class show that will put India on the world map.
Arjun adds, "This will put India on the map–we want more and more artists to come here and say that it was phenomenal to be amongst Indian fans. It will create goodwill amongst the community, they talk to each other. Moreover, I want people to come to an event also because it is a White Fox event."
Arjun Jain is of the opinion that India possesses a lot of loopholes in the sphere of live event business comprising of the rules and permissions that need to be obtained from multiple authorities. Along with the complex governing laws, taxation system too is very heavy in the country. The absence of skilled human capital calls for a lot of learning programmes.
Also, he mentions that the lack of technology service providers, proper air transport network and event venues make conducting such large-scale events a tougher.
White Fox India is not an event business startup; nurtured over five years (launched in 2013), it is now aiming to take the world as its playground.
The company has an honest aspiration to bring a revolution in the activities of life events, be it be music, hospitality or sports.
Arjun also talks about the long time absence of Class-A female act in India for performances and therefore he would love to consider bringing Adele or Rihanna to the country. Apart from that, he himself is a huge fan of hip-hop and since he has spent most of his life in the West, he realised that it is the culture that India needs as an underground concept. White Fox India would feel obliged to explore a hip-hop festival someday.
Arjun has partners in Nine Capital, Aman Kumar and Mani Singh Cheema who are looking forward to expand in management, global film production and also in the hospitality business. Overall, the team wants to contribute 35% to the entertainment and event business.
He says, "We have sponsors locked down for the entire year. We're doing about 12-14 shows this year. We also want to get into film production. Most importantly, for this show, I really want the fans to know that they must feel secure and pumped."