Mumbai: For a live music concert with an entirely online audience, the experience isn’t too different. The camera zooms in on musical instruments at the right moments, and the artistes are just as natural: when singer Kavita Seth takes quick water breaks, poet Dipti Misra uses the interlude to thank Ms. Seth for making her couplets sound ‘more poetic’.
Unlike at a ‘normal’ concert, the screen plays a role here, showing a list of donors and a bright red ‘Donate Now’ button. The performers make short requests for donations, insisting that giving is in tune with the essence of Sufism and their songs on impermanence and transcendence.
The GivNow Live concert, the first of its kind in India, is part of the week-long Daan Utsav, a celebration of the spirit of giving. The proceeds will go to two NGOs working for underprivileged women.
How it works
This is how the concert works: audience members buy a pass for ₹400, and receive an online access code. At 7 p.m. on Saturday, instead of settling into the seats of an auditorium after dealing with traffic on the way and parking issues at the venue, they can log on to the concert on an internet-enabled device and enjoy the two-hour concert at a convenient place. The concerts will be webcast from a studio in Andheri (East). On Sunday, classical singer Sanjeevani Bhelande will render Gulzar’s most memorable tracks live.
Ms. Seth, who gained popularity after singing ‘ Iktara ’ in Wake Up Sid , says she was taken by the idea of doing it differently. “Participating in this concert is my humble way of contributing to this week of giving, The people at GivNow were very prompt in organising the details of the concert, and because Dipti and I connect so well, it just felt like the right thing to do. I am very excited that such initiatives are taking place.”
During the concerts, performers will also speak on the NGOs that stand to benefit: Kat-katha, which works in Delhi’s red light area GB Road, and Urja Trust, which rehabilitates homeless young women. Besides buying passes, audiences will also be able to make donations during the concert.
Hetal Shah Mehta, who handles marketing, communications and business development at GivNow, said grants would be matched with funds raised from pass sales. She said 100 passes had been sold for the Saturday concert, and another 60 for the one on Sunday. GivNow, which has associated with 31 NGOs this week, will match the ₹22 lakh they have raised during this period.
She said 51% of the money raised would be given to the two NGOs, while 41% will be artistes’ fee. In keeping with the spirit of the event, the artistes have decided to donate their fees to the NGOs. The rest will cover costs.
While this private online concert is an experiment, Ms. Mehta said the GivNow Live platform has been created for similar events. “Internationally, such efforts of giving continue till after Christmas, and we hope to keep the momentum going with similar concerts in the next few weeks and months,” Ms. Mehra said. Passes available at: http://www.givnow.in/ givnow-live/
