AgTalk | Clear about establishing the brand identity: blueFROG's Mahesh Mathai

Set in an inoperative warehouse in Lower Parel, a suburb of Mumbai, is blueFrog an iconic club where the interiors are opulent and energetic live performances give a new meaning to live music that cuts across all genres of music. Launched in year 2007, blueFROG production offers intelligent sound consultancy, integrated music production services and custom-designed audio experiences. The atmosphere of adaptability is the USP of blueFrog.

They host workshops, jams and industry events and their club and studios are a hub for collaborations, useful for both international and local musicians. blueFROG’s presence has nurtured and developed the indigenous music scene in the country and includes a seasoned team of composers, producers, strategic brand consultants and client servicing executives who ensure the development of a robust product blueprint; the state-of-the-art studios bring the product to life. At blueFROG club live music runs 6 nights a week, every week, featuring international artists and genres of music range from jazz, rock, blues, funk, soul and more.

Joining the ranks of various collaborative music shows that have been successful lately is Sound Trek, a new show by FOX Traveller and blueFrog. The show takes some of the country’s best independent artists out of the studio to picturesque locations, having them perform with local talent to create unique fusions of different musical styles.

Adgully caught up with Mahesh Mathai, blueFROG Chairman and Founding Partner, to know more about their ventures, their strategies to expand their portfolio and their latest association with Fox Traveller for SoundTrek. 

Adgully (AG): How would you define your journey with blueFROG?

Mahesh Mathai (MM): It's been a roller coaster of a ride, rewarding, at times frustrating, but mostly rewarding. blueFROG is a brand that has transcended just being a venue. It is now a brand that is synonymous with independent music. And our presence in the digital online and television space will extend our reach hugely.

AG: What kind of new opportunities are you exploring for the future growth of your brand?

MM: In addition to expecting three new franchises in FY '13 -'14, we plan to grow all our other verticals exponentially, in part aided by an expanding franchise network. Our business verticals being music programming, F&B, music distribution/syndication, social media/content creation (television and digital - FROGtv, blueFROG Diaries, Sound Trek)

AG: Please share some of your best works that have helped in creating your brand identity.

MM: This is really a result of the programming we have done over the years. We have stayed away from mainstream pop and Bollywood and created a platform for independent music of all genres. This has led to the creation of new bands with new sounds. Further our strong online presence concentrating on the same alternative music has helped create the brand.

AG: In your opinion in today’s scenario what is the scope for producing music shows in the television industry?

MM: There is definite scope for producing music shows. There has been a proliferation of music channels and a spike in interest in music and travel based shows. As long as there is a 'unique' factor to the show, it will do well. Also in terms of production, there are tools available and accessible now that do not necessitate going into expensive studios thereby making it less time consuming and more cost efficient to produce such shows.

AG: Given the robust competition in the market that you are in what are some of the key challenges faced by your production house?

MM: We are technically not a production house in the traditional sense, but rather a new media company that has been creating video content of our music gigs for over 4 years now. Our content creation arm is called FROGtv and we have been regularly putting up short video clips (called Frog Shorts) on our youtube channel youtube.com/bluefrog. This has led to the creation of The blueFROG Diaries currently airing on Jet Airways and Malaysian which are six full-fledged 20 minute episodes based around Indian and International artists such as Nitin Sawhney, Karsh Kale, No Jazz and others. These were produced in-house by our own team. With Sound Trek we have taken the next step into full-fledged television programming. The challenges will be competitors in this genre of shows and therefore the pressure to always be innovative and on top of the game will be there, which is a good thing!

AG: How would a show like SoundTrek add value to your kitty, how did this thought originate and what was the inspiration behind this thought?

MM: As an ad film maker, I have travelled to some stunning locations all over the world, some of the best being in India. As one of the founders of blueFROG I have come to know some of the best musicians in India and internationally. It just seemed like a great marriage to bring talented musicians to interesting destinations and, as a twist, collaborate on one of their own tracks with a local or folk musician.

AG: Given the volatile market conditions and economy seeing a downturn, what steps are you taking to beat the negative market sentiments?

MM: Since we have two arms and business; hence for the venues bit we would want to focus in terms of keeping our pricing strategy right economically. And for the production arm, yes, there is no doubt about the fact that no matter if the economy goes tough or slow entertainment will not stop at any cost hence we will always keep our positioning right and would always stay affordable for our consumers.

AG: This music travelogue will bring about a collaboration of global artists with local artists resulting in unique fusion music. Could you please elaborate further on this aspect of the show?

MM: Well-known bands and musicians take a journey to an Indian destination where they team up with local folk musicians/artists and collaborate on a track that the band has done. This is not about bands collaborating with other bands. The outcome of the collaboration is a unique take on a well-known track. The USPs are the locations we have shot at as well as the fact that these musicians have never met their collaborators, many of whom are not familiar with modern music making technique, yet the common language of music manages to shine through and create a unique and harmonious outcome.

AG: What would be your core competency areas and with what uniqueness do you stand ahead?

MM: We believe in just one thing and that is to keep our approach right and also we are very clear about establishing our brand identity.

AG: Where do you see blueFROG in 2 years from now?

MM: In terms of venues, we will expand to lot many places in the world and make our presence felt globally. We will also focus in terms of looking at expanding ourselves and creating more buzz in the television industry with more shows and programs.

Mahesh Mathai an ad filmmaker and music producer began his career as a director in advertising films in 1982 and soon established a reputation as one of India's best talents. His work for a range of clients include Unilever, Procter and Gamble, Coca Cola, Pepsi, Cadburys, Chevrolet, Eveready, McDowells, ICICI Bank and India Tourism which covered nearly every possible category and won numerous awards. Soon after in 1987, Mathai founded Highlight Films which went on to become one of the most successful advertising commercials companies in India post which his presence was felt in the market. As one of the pioneers of music video industry in the country, he has partnered with Sony Music and BMG Records to launch the careers of Lucky Ali and Bombay Vikings.