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BW Businessworld

‘It’s A Win-Win Situation For Bands To Play At Food Truck Festivals’

'As a band, it was an unparalleled experience for us since the concept of a food truck festival has a lot of dynamics in itself.'

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Delhi based music band Jugni (meaning the spirit or essence of life) recently performed live at the BFMC Fest (Beer, Food, Music, Cricket Fest) held on May 21 at Aerocity, Gurgaon. The fest is a food truck festival clubbed with IPL (Indian Premier League) match screening.

Talking to BW Businessworld, Jugni band shared its experience of playing at the festival. Edited excerpts:

How was the experience of playing at a food truck festival?

As a band, it was an unparalleled experience for us since the concept of a food truck festival has a lot of dynamics in itself. With people, coming from various parts of the town and beyond, for good music and food, it was an overall win. We’ve been onstage for over 600 times in the last three years, but the kind of crowd we got at the festival was full of good vibes and thrill; quite different from the usual ones.

Do you think that the food truck industry is evolving in India? Do you see any initiative coming from the government to improve the situation?

If you compare with previous records, the industry is picking up pace gradually and is coming out pretty well because of rising popularity amidst youngsters as well as veterans. Hosting a food truck festival is more of a trend these days, with different varieties of food and live music available at one place at an affordable price. The government is definitely backing up in a positive notion, from authorising liquor licenses to granting various other permissions.

Does it make an economically viable proposition to play at food truck festival?

It entirely depends on the scale of the platform. Most of the times it is a win-win situation for the bands to play at such venues because of decent payments and the huge amount of following they acquire within the venue.

Did you notice any kind of change in the target audience of this food truck festival from the other events that you played in?

A usual food truck festival has a mix of everything when it comes to the footfall. We have youngsters, corporate, veterans, mid-aged parents accompanied by their children and group. It is a fashion for the current generation and beyond.

What are the suggestions that you want to give from your side to the food truck owners that can be fruitful to them in the future?

Inviting more beer brands and going slightly easy on the pricing for the same can be a game changer for the festivals. Inviting a diversified set of live acts can also be a suggestion for the days to come.