As India gears up to enter lockdown 4.0, artists and creators continue to find new ways to engage with and entertain their communities. In this context, local musicians from the Northeast and Instagram are set to present a unique virtual music festival – Live In Your Living Room.
The festival will be held on May 17 from 6 pm to 10 pm. It will feature 10 artists who will each use Instagram live for a slot of 30 minutes and make way for the next artist. All the artists will be live on their respective Instagram accounts. The line-up includes Christina Shakum, Mangka, Joi Barua, Jajai Singsit, G’nie, Alobo Naga, Kimkima, Shankuraj Konwar and Tetseo Sisters.
“Instagram is the place for safe self-expression. As the world comes together to tackle the current health situation, it is heartening to see how people across India are using Instagram to creatively express themselves and keep their friends, family and fans entertained. Assam is known for its vibrant culture and this will be seen with the #LiveInYourLivingRoom music festival, as the community showcases its creativity and passion, while partnering with us to bring this curated experience,” said Manish Chopra, Director and Head of Partnerships at Facebook India.
Popular musician from Assam, who is now based in Mumbai, Joi Baruah said that Instagram has been a godsend to connect with fans and followers especially during the lockdown.
“The pictures quickly tell a story, without clutter and that makes the whole experience very smart. Plus, for artistes, to be able to invite their fans to jam with them live, this has really taken interactions into the next level. In this time of COVID-19, Instagram has been a true connector. In these times, so amazing to be touching lives with #LiveInYourLivingRoom,” said Baruah who has been applauded for his unique voice in Mumbai.
Tetseo Sisters, a quartet of sisters from Nagaland, well known for their music too are excited to be a part of the show.
“We are definitely excited about the #LiveInYourLivingRoom concert. Instagram has helped us reach new audiences and allowed us to connect with people from places we didn’t imagine reaching. Also, it makes it easier for people to reach us/get in touch with us for events, learn more about us and get to know us better. We hope to bring some cheer and also reach more people with this event. Thanks for connecting us with the world,” they said.
‘Live In Your Living Room’ are a series of Instagram Live music concerts happening with artists nationally and regionally, with performances in Hindi, Tamil and Telugu and featuring artists like Armaan Malik, Lisa Mishra, Naezy, Shalmali Kholgade, Akasa Singh, Monica Dogra, and Zaeden among others.