An interview with Mayur Agarwal – Founder & Managing Director of A’Live Experiences, a trailblazing artist management and experiential entertainment company
In this engaging interview, we connect with Mayur Agarwal, Founder and Managing Director of A’Live Experiences, a groundbreaking artist management and experiential entertainment company.
Mayur shares his journey, insights into the entertainment industry, and how A’Live Experiences is redefining live events and artist collaborations.
What inspired you to start A’Live Experiences, and how did you envision its role in shaping the live entertainment landscape in India?
Mayur Agarwal: The idea took shape back in 2006 when the live entertainment space in India was still very raw. We originally started as Spearmint Events, with a focus on artist curation and event execution.
But very early on, I realized we weren’t just booking talent—we were crafting experiences. That understanding pushed us to evolve into A’Live Experiences, a name that better reflected our creative vision.
The goal was always to elevate the standard of live shows in India and create a bridge between artists, clients, and audiences.
What are some of the biggest challenges you faced in the live entertainment industry when you started, and how have you overcome them?
Mayur Agarwal: When we began, one of the biggest challenges was convincing people to value originality. Back then, there was a heavy reliance on standard formats and generic performances.
We had to push the idea that curation matters—what you bring to the stage is as important as who you bring. Building trust with artists and clients alike took time. Another major hurdle was structuring an unorganized sector.
Contracts, quality benchmarks, tech integration—none of this was standardized. We overcame it with consistency, clear communication, and a mindset of building long-term credibility, not just short-term business.
How do you believe A’Live Experiences has contributed to the cultural fabric of India through its events and productions?
Mayur Agarwal: We’ve always believed that music and live performances are more than entertainment—they’re cultural expressions.
From hosting large-format weddings that blend folk with electronic, to curating devotional shows with modern production values, we aim to create experiences that feel rooted yet relevant.
Through A’Live, and even during our Spearmint days, we’ve consistently tried to innovate within Indian sensibilities—making sure our shows reflect not just global quality but also Indian soul.
Can you share some innovative strategies or technologies that A’Live Experiences has implemented to enhance audience engagement and experience?
Mayur Agarwal: For us, innovation has increasingly meant meeting audiences where they already are—on their phones.
We’ve focused a lot on social-first content strategies, from designing performances that look great on Instagram Reels to behind-the-scenes storytelling that builds emotional connection before the event even begins.
We treat every show as a digital moment, not just a physical one. This means shorter performance edits, pre-event hype content, artist-led promos, and interactive post-show recaps.
It’s not just about what happens on stage anymore—it’s about how the experience lives on, online. That’s been a game-changer in keeping our audience engaged far beyond the venue.
How does A’Live Experiences ensure diversity and inclusion in its events, both in terms of talent and audience engagement?
Mayur Agarwal: Inclusivity has always been in our DNA. Our artist roster spans genres, regions, and generations—from Rajasthani folk legends to young indie stars. We believe every event should feel like a platform, not a performance.
On the audience front, we design our shows to be universally engaging—something the whole family, across languages or cultures, can enjoy. Whether it’s a Sufi night in Punjab or a fusion act in Dubai, we curate with a wide lens.
Can you discuss any significant collaborations or partnerships that have helped A’Live Experiences grow and expand its reach?
Mayur Agarwal: Over the years, strategic collaborations have been key. Our work with artists like BPraak, Bismil, Akhil Sachdeva, Navraj Hans, and Sagar Bhatia helped us elevate both credibility and quality.
Beyond artists, our partnerships with destination wedding planners, experiential venues, and production tech partners have allowed us to grow across markets—from India to Dubai, Singapore, Baku, and more. Collaborations like these have expanded our reach while keeping our identity intact.
What advice would you give to aspiring entrepreneurs looking to enter the live entertainment industry in India?
Mayur Agarwal: Treat this like a business, not a hustle. The entertainment industry may seem glamorous from the outside, but behind the scenes, it’s pure discipline.
Focus on structure—legal, creative, and financial. Build meaningful relationships, and don’t cut corners on quality. Also, know your “why.”
Trends change, but your core offering—your unique value—should stay intact. If you can mix creative passion with strong execution, the industry will welcome you.
Are there any upcoming projects or events that you are particularly excited about and would like to share with our audience?
Mayur Agarwal: Absolutely! We’re gearing up to launch Be Together Studio Season 2, which builds on the success of our first season.
This project is very close to our hearts because it celebrates collaboration, creativity, and togetherness through music. Season 2 promises fresh talent, unique musical experiments, and a deeper connection with audiences—both live and online.
It’s a platform where artists come together to create something truly special, and we’re excited to bring those moments to music lovers everywhere.
Mayur Agarwal’s innovative approach at A’Live Experiences is reshaping the landscape of entertainment and artist management.
His passion for creativity and commitment to excellence ensure that A’Live Experiences continues to deliver unforgettable moments, solidifying its position as a leader in the industry and inspiring future generations of artists.
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