Ever since the initial announcement of Ultra Music Festival’s arrival to India which sent fans around the country into a frenzy a few months back, the festival giant generated a lot of noise this past week with the unveil of their highly awaited lineup featuring The Chainsmokers, Sam Feldt, Slushii and more! With their Road To Ultra event which is set to hit Mumbai and New Delhi on September 7th and 8th respectively, there has been a real buzz in the air around the country.
And while fans had been waiting to get their hands on the tickets, many were met with a surprising new concept. With different zones that have been introduced namely Silver, Gold, Platinum, Diamond and VVIP, the brand new move has faced a significant amount of backlash from fans around the country. What will ultimately result in a segregated crowd on the day of the show, the starting price for tickets is 2000 INR which would see fans at the farthest end of the venue! Costlier tickets would consequently offer them to be situated in a space closer to the stage. And while the most expensive ticket on offer will set you back by a stupendous amount of 5 lac INR, it’s an interesting move to say the least.
Ever since dance music’s introduction to the global population and India alike, event organizers have provided audiences with wonderful experiences that has led to the success and popularisation of the genre. Having only witnessed General and VIP categories over the years at multiple dance music festivals and arena shows around the country and even internationally, the experience on offer has never resulted in fans being put into individual zones. Moreover, with everything about Ultra events known to be spectacular, right from the huge number of attendees to the awe worthy level of production involved, the renowned dance music festival brand has always been about delivering an equally stunning experience to each and every attendee.
While it certainly can’t be denied that such audience layouts have been somewhat of a characteristic feature of bigger events which have taken place in the past, namely Global Citizen Festival and even Justin Bieber’s Purpose Tour show in Mumbai whose live performances have been a more elaborate affair, it should be noted that DJ sets involve the acts to essentially carry out their performances behind the decks. And the question that stands is whether it is a smart move to implement such an allocation scheme at a dance music show/festival!
Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect those of the organisation.