Vehrnon was a salesman for his father's cardboard box factory when he was 17. He hated it but needed the money and well, this was his...
Music - A culture's subconscious
"It has been said, art reflects culture but today in music our culture reflects an art that is far too commercial to be representative of the grass roots." - Vehrnon Ibrahim
Why is it so necessary for musicians to be able to make the music they want to? How is it important for our culture and history? In an industry that is dominated by commercial music, is there space for the artists to express and voice their identity? How does one create channels that enable this expression of music? How can each one of us contribute?
We are delighted to invite Vehrnon Ibrahim - music professional - to Mumbai Local. Beginning his career with music as the lead singer of one of India's first heavy metal band, Millennium, Vehrnon believes very strongly that musicians must have the space to express themselves freely. "Over 95% of commercial music in India is made for films and though the music is world-class in quality, it often does little to reflect the subconscious of our culture, in many ways, it has become our culture. If music is made the other way around, by musicians reflecting what the culture actually is, it will be a far better record and have far more value even if some of us find it distasteful.", says Vehrnon. This deep belief defines and drives his work in the music industry. For him, making music is not just about showcasing sheer talent, but about representing the voice of an entire generation. Bringing together this commitment to the musician's voice with creative thinking in the commercial space, Vehrnon dreams up efforts like Fanagig, which facilitates concerts driven by fan demand.
At this Mumbai Local, Vehrnon will be sharing with us his ideas, his work towards finding different models to enable musician's own voices, and his dreams for the future of music. Look forward to an inspiring evening with a passionate, knowledgeable and driven individual. And look forward to seeing the possibilities created by brilliant pragmatism at work.
We look forward to sharing this evening with you on 11 June 2017, at 5 pm, Bhau Daji Lad Museum, Byculla (E).
@ MCubed Library, Bandra (W) - 1st Sat, 5 pm
@ Dr Bhau Daji Lad Museum, Byculla (E) - 2nd Sun, 5 pm
@ Kitab Khana, Fort - 3rd Fri, 5:30 pm
Vehrnon was a salesman for his father's cardboard box factory when he was 17. He hated it but needed the money and well, this was his father. Clients were mostly the small bakeries Bangalore is famous for. Cold calls and regular clients, orders for different shaped boxes, numbers and sizes, a silk screen logo print here a cut and fold crease there then haggle over delivery schedules and of course - rates. He got paid plus commissions but it wasn't now he wanted to earn. Vehrnon wanted to believe in what he was doing, use some unique skill of his own and create money out of that. So he decided - if by the time he hit 21 he was not living off his talent he would resign himself to selling boxes... Since then he has made a living as a Vice President of Programming for National FM Radio Networks, a House Music DJ, the Frontman of Indian Heavy Metal band Millennium, an Event Manager, an Audio Engineer both live and in studios, a Music Producer and Song Writer, a Stage and Lighting Designer, an Interactive Television Creative Director, a regular Columnist on Music and Creativity. Today he hosts Radio Shows, is a Founder Director of Fanagig (committed to bringing music artists and their passionate fans together for awesome live music experiences) and HOD Music Business & Entrepreneurship at the True School of Music. So as it turned out, Vehrnon never did need to go back to making money out of boxes but he did end up making a lot of money out of the box...