Vishwaraj Mohan’s CounterCulture creates alternative mindspaces
He is focused on creating dedicated new addresses for music and comedy across the country. Over the past decade he has established himself and CounterCulture as a well-known name and brand in the country’s indie music industry.Updated: Jan 24, 2020 16:42 IST
Meet Vishwa, 37, founder of CounterCulture, a company that has been pioneering (and acing, might we add) the live entertainment scene in India since 2011. His LinkedIn profile introduces him as a “rootless cosmopolitan”, and he is focused on creating dedicated new addresses for music and comedy across the country. Over the past decade he has established himself and CounterCulture as a well-known name and brand in the country’s indie music industry.
Vishwa is determined to create multiple entertainment alternatives for the ‘restless youth’ of the country through events that focus on sharper, keener content. His experiments began more than a decade ago and during this period, he has worked with a range of renowned brands that reinforced and trusted CounterCulture’s core philosophy of marrying business and arts; two seemingly contradictory aspects of society.
In their journey so far, the 50-member-strong team of CounterCulture has collaborated with over a hundred powerhouse brands for more than 1,000 audio-visual events. Through all this, the company has sought to build ‘meaningful relationships’ with the audiences across the digital as well as physical platforms.
Vishwa is definitely a unique entrepreneur in that he has succeeded in transforming his enthusiasm for experimental spaces into a career choice that builds on an uncurbed streak of energy and wild risks. Among CounterCulture’s more recent shifts, there is “Indie March” – a large-scale music festival – and a pizza kitchen called ‘Nizza’.
However, Vishwa is not one to rest on his past laurels. He recently introduced CounterCulture 2.0 which, according to him, is a “newer, bolder, more authoritative version” of the original. Together, Vishwa and his company opened their first comedy club in Chennai last year, and in the coming year they aim to launch 10 more stand-up comedy venues that feature round-the-week programming.
What CounterCulture truly believes in is to acknowledge the young Indians’ tastes and their desire for proper entertainment in the form of live shows. As Vishwa sums it up, “There is a lot of work to be done. The whole country is not Bollywood. What it needs is a new and refreshed narrative outside of the current control centre.”
Disclaimer: This is a company press release. No HT journalist is involved in creation of this content.