MUMBAI: Mumbai, a city of diverse cultures and vibrant rhythms, is about to experience a unique celebration of Southern India’s rich cultural heritage. Red FM’s ‘South Side Story – Kutty Edition’ is more than just a music festival – it’s a journey through the sounds, flavors, and traditions of a region that has shaped the fabric of Indian culture.
On December 14th, 2024, NESCO Center in Goregaon will transform into a hub of South Indian music, food, and culture. The festival lineup features an exciting mix of artists, including Vedan, Pal Dabba, Sooraj Santhosh, Yung Raja, Dopeadelicz, Baby Jean, and the headlining act, renowned band Agam.
South Side Story is all set to deliver a holistic cultural experience and will take you through a culinary journey at South Side Story, with authentic Sadhya and specially crafted beverages.
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From the classical melodies of Carnatic music to the vibrant beats of Tamil folk, the cultural landscape of Southern India is a testament to the country’s incredible diversity. With ‘South Side Story’, Red FM aims to bring this cultural richness to the heart of Mumbai, providing a platform for artists, food enthusiasts, and culture lovers to come together and experience the magic of Southern India.
We spoke to Nisha Narayanan, COO of Red FM, Magic FM to understand the vision behind this unique initiative and how it reflects the station’s commitment to promoting India’s diverse cultural heritage.
What inspired RED FM to bring ‘South Side Story’ to Mumbai, and what’s the significance of the ‘Kutty Edition’?
Truth be told, we’ve always had our DMs blowing up with one persistent request: Bring South Side Story to Mumbai! Honestly, it wasn’t even on the radar at first. But hey, how can you ignore that kind of energy? The sheer love and relentless will of our audience practically forced our hand. After the mind-blowing success of the two-day extravaganza in Delhi—which completely redefined our idea of what a hit event looks like – we knew Mumbai had to experience the magic too.
India is witnessing a tidal wave of concerts right now, from global icons like Coldplay to our very own Diljit Dosanjh. So, how do we stand out in a sea of mega events? That’s when the idea of a Kutty Edition struck us in one of our brainstorming sessions. (PS: Kutty means ‘small’ in Tamil, for the uninitiated.)
South Side Story has always been about celebrating the essence of South Indian culture – its music, food, and vibe. But this time, we wanted to go offbeat, creating something exclusive for those who crave authenticity over scale. Think of it as a cozy, intimate hangout for connoisseurs who appreciate the beauty of niche experiences. No distractions, no OTT production – just raw, soulful energy.
So here we are, taking South Side Story to Mumbai, but with a twist – a kutty, perfectly curated, intimate edition that packs all the flavor of the South in a way you’ve never experienced before.
How does this event align with RED FM’s content strategy and brand identity?
Over the years, Red FM has proudly taken on the role of being a cultural evangelist. With 69 stations spread across the country, we’ve embraced the incredible diversity of India, curating authentic experiences that celebrate every unique flavor of our regions. Inclusivity and meaningful engagement aren’t just buzzwords for us; they’re baked into everything we do, whether it’s through our on-air programming or the events we bring to life.
This is exactly why South Side Story feels like such a natural fit for us. It’s a celebration of culture, art, and tradition. It aligns perfectly with our content strategy and brand ethos, creating a space for those niche, meaningful cultural conversations that we’re all about. At a time when mainstream often overshadows the niche, South Side Story carves out a beautiful little corner where authenticity reigns supreme.
For us, it’s about giving our audiences experiences that go beyond entertainment – ones that spark a connection, start conversations, and truly resonate. It’s this blend of rich storytelling, regional pride, and authentic vibes that makes South Side Story feel like a glove tailored just for Red FM. We’re here for it, and we know our audience is too!
What criteria did RED FM use to curate the artist lineup for “South Side Story – Kutty Edition”?
For this very special Kutty Edition, we’re bringing you something extraordinary – six debut artists handpicked to give you an unforgettable musical journey. The lineup is as diverse as it gets, blending genres like hip-hop/rap, folk fusion, and progressive rock into one seamless experience.
We’ve got Vedan, Pal Dabba, Sooraj Santhosh, Yung Raja, Dopeadelicz, and Baby Jean. And, of course, no South Side Story is complete without its heart and soul, the iconic Agam. Together, they form a powerhouse lineup that’s going to set the stage on fire.
Our criteria? It’s all about fresh vibes, eclectic sounds, and artists who live and breathe the spirit of South Indian music and culture. We have artists for whom South Side Story is more than just a gig. For them, it’s a platform to showcase raw talent, groundbreaking sounds, and an authentic celebration of everything the South has to offer.
How will the event showcase the diversity of South Indian music and culture?
Sure, you could call South Side Story – Kutty Edition a music concert, but honestly, it’s so much more than that. It’s a vibe, an all-out cultural immersion. Look at it like this: you are strolling through the lanes of the South – what do you see? There’s food bursting with flavor, people, stunning arts and crafts, little shopping treasures, and the simple, everyday charm that makes the region so unique.
That’s exactly what we’re promising to bring to Mumbai – and no, you don’t need to book a flight for this one! The music is the showstopper, sure, but the real magic is in the whole experience. It’s about stepping into a space where every little detail – be it the beats, the bites, or the bazaar – takes you straight to the South. Well the experience doesn’t end there, Sadhya, a traditional Kerala meal served on a banana leaf with over 24 delicacies, that is served around Onam specifically, will also be curated for the festival in December.
We’re talking about creating a slice of the South right here in the city. Whether you’re grooving to progressive rock, savoring authentic flavors, or picking up a handcrafted souvenir, you’ll feel the soul of South India in every moment.
Are there any notable partnerships or collaborations for “South Side Story – Kutty Edition”?
Absolutely! An event like South Side Story shines even brighter because of the amazing partnerships that come along for the ride. And here’s the thing – these brands have become a part of the South Side Story family, earning a fanbase that sticks with them for life.
For food, we have our OG partners, Mahabelly, Nair on Fire, and South Side Habits. They have been with us for quite a while now. They bring a slice of the South to life.
And then there’s Rouka, the mastermind behind those absolutely stunning customized kasavu sarees. If you’ve seen anyone rocking one at South Side Story, you know what we’re talking about. Rouka’s been a consistent part of our journey, and their designs are nothing short of magical.
Are there plans for future editions or expansions to other cities?
The massive success of South Side Story in Delhi – and what we’re sure will be an equally epic turnout in Mumbai – has really got us thinking big.
The idea is to take this niche cultural experience to more cities across India, especially ones that already vibe with South Indian music, traditions, and culture. Or maybe even places where people are just hungry for something fresh and authentic. We’re all about fostering cross-cultural appreciation, so who knows? Pune might be calling, or maybe Kolkata will be the next stop. Both cities have that beautiful mix of culture and curiosity that could make South Side Story a perfect fit.
Because, for us, it is ultimately about creating more opportunities for people to connect with the rich heritage, music, and flavors of the South. And trust us, we’re just getting started.
