For the organizers of Tuborg Let’s Get Loud, the aim was to bring together all Nepalese through common tunes and excitements. With five cities covered already and the final show in Kathmandu left for 5 October, this has been something colossal in the Nepali music industry.


What would be the foremost thing that makes organizers of an event happy? The making of a handsome profit would be one of the obvious answers. But what if it was some absolutely free event? We have here Tuborg Let’s Get Loud, a nationwide musical tour bringing a series of open-air, no-fare concerts in six cities throughout Nepal. For the organizers, what’s more desired though is the level of participation of the local crowd in something that the history hasn’t witnessed till now.


 Making of the plan
While Kathmanduites have been regularly enthralling themselves with concerts like this, it is still rare for those outside valley, thus making it a special occasion. The primary objective of Let’s Get Loud’s concept was hence to provide a chance for all music enthusiasts in various corners of the country to indulge themselves in this extravagant musical celebration.

Ashim Aryal, Brand Executive of Gorkha Brewery puts, “There is a special relationship between Tuborg and music. In fact, Tuborg is all about music. Brand is like a person; it has it interests. And I’d like to say that Tuborg is a fun-loving brand. We have always been related to music – from Tuborg Image Music Awards to Tuborg lok dohori contests and International Music Day concert. But this time, with Tuborg Let’s Get Loud, we wanted to go even bigger. We had been planning to do something of this caliber for some time now, and I’m glad we have finally been able to pull this off.”


The art of selecting
The tour has featured some of the biggest names in the music industry. But it did need a lot of effort and careful scanning for the organizers to decide the final roster. “We took many opinions to decide the artists’ line-up. We wanted to give nothing less than the best to the crowd,” says Satish Singh, Creative Lead of Max L’agence. Even the host cities were chosen considering the proximity of other towns nearby. People from Biratnagar and Dhankuta could travel to Dharan to attend the concert, while Bhadrapur and Hetauda residents could make it to Narayangadh, and so on.

Subhashkar Raj Rajkarnikar, Director – Events of Red Parrot Services says, “To give the Tuborg stage experience to those who couldn’t join us, we had the Tuborg musical truck traveling to 23 towns, giving away Tuborg t-shirts, scarves, and invitations to the main concerts. The response was tremendously overwhelming.”


Crowd – quantity and quality
“The turnout pretty much delighted us. Every gig had audience of about 8,000 to 15,000. In Dharan, there were approximately 17,000; in Pokhara 18,000. In Nepalgunj, it was 8,000 which is more than the concert there few years back,” Singh shares. He is also quick to point out that music lovers have become more matured, and the audiences have understood how to enjoy and appreciate music.


The Kathmandu leg
With the big buzz already created, a massive participation from the Kathmandu leg is anticipated, since a concert of this scale is happening here after a long interval. Various other surprising and exciting activities will also be included besides the musical gig, share the organizers – a grand way to complete a grand journey.


Measuring the level of success
“For me a successful event would be a venue full of happy audiences enjoying, happy artists performing, and it has to be fun and definitely loud,” shares Rajkarnikar. Clearly, the huge attendance in the venues, the excitement of fans and all the wonderful comments on Facebook explain the feat. Following the success of this tour, the organizers have already been thinking to make this an annual event. !