In Spring 2018, I got a call from a close partner I’ve done a lot of work with in India over the years. He told me that Vice India was working with Budweiser to develop their “BUDX” platform and if I wanted to be the consultant on the project. I said yes.

This then exploded into planning cross-genre & cross-continental musical collaborations, overseeing the overall line-up, copywriting and documentary shoots over the whole of 2019. Oh, and a festival. And a few other dates across India.

The important aspect to me was to that Indian artists stand shoulder to shoulder with their International counterparts, and that that was reflected to the world.

It worked better than I could have imagined.

All of those board room meetings, all of those long calls with lawyers, managers and artists, all of the emails about lineup, showflow, ethos and logistics, all of the IMs about putting out audio, design and content fires immediately – were totally worth it.