Those present at the British Council Auditorium in Mumbai on the 21-22 of November witnessed history as Only Much Louder in association with the British Council and the Delhi based YP Foundation organized the first ever Unconvention in India.Unconvention, a indie music conference aimed at the grassroots of the industry was all about analyzing the current state of the Indian indie music industry.

Some of the most exciting voices of the international scene like Andrew Dubber (New Music Strategies) and David Bianchi (Grand Union Management) joined forces with heavyweights of the Indian Scene like Vijay Nair (Only Much Louder) and Mazher Ramzanali (21 Tigers) to discuss, debate, inspire and provide solutions to the problems that plague the life of an indie musician in India.

By the end of two days inspiration roamed free inside the walls of British Council, Mumbai. Unconvention had given a nascent industry the right direction. Value chains were exposed, bands had new options on the horizon and the best of all artists were finally standing up for their rights and claiming what they deserved.

Unconvention was not just an eye opener for those involved with Indian indie it gave a dynamic industry the means of constant evolution. We hope for more Unconventions in India in the near future.

Lastly a huge round of applause to all those who managed to reach the British Council by 9 A.M. on November 21-22 inspite of the fact that it was a weekend. Who said rockstars are not punctual?