Production for Justin Bieber entails minimum 2 months of detailed planning- Arjun Jain, White Fox

A unit of Nine Capital Group, White Fox was formed in 2013 with a boutique event featuring Laidback Luke. Within one year the company had hosted artists like Tiesto, Steve Aoki, Axwell, David Guetta, Hardwell and Above & Beyond following its vision to capitalize on the growing live entertainment business in India. To break away from the EDM clutter it will now be hosting pop sensation Justin Bieber on 10 May 2017 at Mumbai’s DY Patil Stadium. White Fox’s Director Arjun Jain, who is also a key stakeholder in India’s premier food festival Grub Fest, shares some spoilers on the much anticipated gig.


You are bringing to India a global teenage heartthrob. What is the age bracket you are targeting?
The beauty of an artist like Justin Beiber is that he attracts a universal age group. While majority of the attendance will be the youth from the age bracket 15 to 30 years, I’d like to reiterate that the concert is not meant for a particular segment because Bieber has fans who are as young as 10 years to those who are touching their 60’s.

How many people are you expecting in attendance?
We are expecting close to 1 lac footfall but since we would like to give a personalized experience to every fan attending the event we will be capping the show much in advance. We want the concert to take attendees through a journey. So it would be safe to say 80,000.

How will the tickets will be priced?
Tickets sale will go live on 22 February 2017. We have 6 categories of tickets starting from 4,000 and going upto 25,000. 

Why only Mumbai, why not Delhi or Bangalore?
Mumbai is the entertainment hub of India and has a melting pot of different cultures. There is a heterogeneous crowd that has diverse musical tastes. Mumbai is one of the largest and oldest markets for live entertainment and the infrastructure is very conducive for any event of this stature. 

Which are the other artists you have brought to India in the past?
We have done multiple arena shows before including Axwell,Steve Aoki, Tiesto, David Guetta, Hardwell but we aspire to break away from the dance music genre and introduce more mainstream pop. Justin Bieber is a testing ground for us.

What kind of partnerships are you seeking for the event?
We are looking at partners who bring innovation to the entire event. Every sponsor will need to enhance our 360 degree marketing campaign. Most of our associations will be brands who are market leaders.

What is the experiential quotient this concert will feature?
It is too early to comment but our production will be at par with global standards. Justin Bieber production entails minimum two months of detailed planning. On ground we will try to incorporate experience zones where attendees can indulge in miscellaneous activities before Bieber gets onto stage.

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