60 SECONDS WITH INDO WAREHOUSE | INDO WAREHOUSE
Indo Warehouse is a hot new movement in the US which is now making waves in Europe.
Out hosted its own events in Ibiza this summer and recently at ADE, they will be performing a huge 15 date tour in India in 2024.
They are sure to serve up the captivating sound and authentic breed of South Asian-inspired house and techno that it has fast become known for. Fresh off an 11-date sold out North American club tour, with a homecoming show welcoming 4500 fans to The Brooklyn Mirage, this tour will be one not to be missed.
Read on to find out about their India shows here.
How has your year been, what's been good and bad so far?
We’re excited to speak with you and introduce ourselves to the Mixmag DE audience.
We’re Indo Warehouse, a record label, collective of artists, and experiential series based in New York City. We aim to authentically integrate South Asian culture, music and sounds through the medium of dance music, currently rooted in house and techno.
This year has been amazing! In the past year, we have evolved from a party concept to global touring artists, having played shows across North America, London, and will debut in Amsterdam at ADE. Our record label has released over 25 original records, and we have 7 new releases slated from now until the end of the year. We’re thrilled to see the excitement of South Asian music in clubs around the world this year, and will do our part to continue this positive trend.
As far as bad goes… could we ask for flight costs to decrease a bit? Lol.
You recently played in London & ADE how were those for you?
Playing in London has always been a goal, but it exceeded our expectations. 2000 people showed up to dance with us! Their energy was so great that when the club turned the sound off, they kept dancing with us! We can’t wait to be back! ADE was also such a vibe, it was out first time and we will surely be back.
What's been your musical highlight so far?
Taking over the Brooklyn Mirage was a dream. To see our community come out in full force and embrace our sound on a Sunday in August can’t be put into words.
Musically, we really got to stretch our skills and “perform” a full experience. Each artist on the line-up stepped up, and you could hear that in their respective performances.
What defines an Indo warehouse event? What is the sound?
When you attend a flagship Indo Warehouse experience, our goal is to transport you. From the moment you enter we will immerse you in our world. Each experience is grounded in concepts that are intended to shock your senses: multiple rooms that each have a story to share; innovative lighting that amplifies the sound; decor, drinks and scents that confuse and delight you.
As for our sound…We believe the music that we are making is a genre in and of itself, and would categorize it as “Indo House.” To more clearly define this, Indo House is a subgenre of house music (similar to Latin House or Afro House), where music, artists, instruments, sounds, and rhythms from all over the diverse South Asian subcontinent (including countries such as India, Pakistan, Bangladesh, Nepal, and Sri Lanka) are authentically integrated into a style of music that is most commonly found in house music.
How has it evolved since then?
Since we’ve grown so rapidly, our sound and experiences have had to evolve at an incredible pace. In order to meet our demand, we’re constantly seeking inspiration from each other, artists on our label, and artists from other genres.
We’re working with artists across the South Asian diaspora to find new and unique ways to bring our culture into the wide-ranging world of electronic music. Experimentation is the key to evolution, so look out for some unique collaborations in the future.
Where can it go from here, what are the aims?
There’s infinite possibilities ahead for Indo Warehouse. Our goal is to continue to get better as artists and curators of our sound. As we grow, we want our platform to expand so that we can support the needs of many more artists from across the world. As we’ve been building Indo Warehouse this year, we are excited to see so many established and emerging artists find a deep connection with our mission. So it’s on us to keep going…
What else have you got coming up with the brand?
We had our debut Indo Warehouse showcase at ADE in Amsterdam at Melkweg, 2 (secret) and in NYC, a very special Indo Warehouse party at Art Basel, and our first India tour to start the new year.
What tunes define Indo Warehouse - does it have any classics?
Early classics from the Indo Warehouse catalogue include:
Kahani + Harji - New York Giddha
Kunal Merchant - Kanmani
Ethyr - Safar
You're about to embark on your first Indian tour, what can you tell us about that?
We're working with Sunburn for a very special tour across 10 cities! We kick off the tour in Goa at Sunburn Festival for NYE. We'll have our own stage where every Indo Warehouse artist is performing. Following that we move across India performing in Bangalore, Pune, Ahmedabad, Indore, Delhi, Chandigarh, Mumbai, Kolkata and Hyderabad. We're looking forward to meeting so many incredible people and showcasing all of the artists on our label.
Being from the area originally, you you feel extra pressure on this tour rather that the others?
Our emotions are more connected to excitement than pressure.
Last year we had dreamed of the opportunity to perform in India, and now it's happening, so we're beyond excited! The sounds we use are - of course - well known in India. From South Asian classical to Bollywood samples, there are established scenes. We also know the electronic scene in India is one of the best in the world. However, the way we blend the two worlds is absolutely unique. Electronic music is known for its subtleties and nuance, and I think we'll surprise people when they hear how we weave in Indian lyrics, sounds and rhythms.
Are there any locations that you're especially looking forward too?
Both of us are excited to perform in our family's hometowns which are Delhi and Mumbai. However, we've heard so many incredible stories about every city, so we're genuinely appreciative of this opportunity to connect with so many people from our Motherland.
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