HCL Concerts celebrate 25 years. On the occasion, in an exclusive interview, Sundar Mahalingam, President – Strategy at HCL Corporation & Shiv Nadar Foundation shares insights on expanding cultural initiatives, nurturing young talents, and the future of Indian classical arts.
HCL is a multinational company. Can you tell me more about how and why you started the music concert series like HCL Concerts in India?
Even though HCL is a big company that operates in many countries, we are also a major supporter of classical performing arts in India. We started the HCL Concerts initiative in 1998 to celebrate and promote India’s classical performing arts. The goal was to help people of all ages stay connected to our country’s culture, heritage, and artistic traditions.
What began as a small series of shows at the India Habitat Center in Delhi has now grown into a nationwide and international initiative. It covers 12 cities in India, including Delhi, Noida, Gurugram, Faridabad, Lucknow, Kanpur, Nagpur, Madurai, Pune, Kolkata, Chennai, and Bangalore. We also reach audiences in the United States.
Every program, whether it’s live concerts, online streams, or recorded performances, aims to make a lasting impact on the classical performing arts community. This includes benefiting artists, audiences, and everyone involved in the art in some way. Over the years, more than 2,200 artists have performed in over 650 live concerts, attracting an audience of over 2.5 lakh people. We are grateful for the positive response, and it motivates us to continue our mission of promoting Indian music and dance. Our journey has involved constant adaptation and innovation.
What sets the HCL series apart from other programs?
Well, we’ve embraced technology to make sure we keep promoting classical arts in India and worldwide. We saw the potential of digital channels early on and started by live streaming our concerts. It was like a test to figure out how to use technology while the artists performed for both the live audience and multiple cameras. After that, we started doing digital-only streams and got a great response from our social media followers. When the pandemic hit, we quickly adapted and switched from physical to digital, launching new digital events like Baithak and Soundscapes in just a few days. This way, people didn’t miss out on enjoying music and dance.
What moments or performances have stood out and had a big impact on your experience with the series?
There have been many memorable and inspiring moments that have left a lasting impression on both us and the world of classical music. Let me share a few highlights. Back in 2006, our partnership with the esteemed Madras Music Academy was a significant milestone, as it’s considered a top platform in India for discovering and nurturing young Carnatic music and dance talent.
From 2015 to 2019, we went through a remarkable period of growth, expanding from 2 cities to 10. Noteworthy performances by renowned artists like Dr. L Subramaniam and Ustad Amjad Ali Khan drew full-house audiences in New York and San Francisco in 2018 and 2019. After a hiatus of over 2 years due to COVID, the return of physical concerts received an overwhelming response.
The introduction of our digital initiatives, Baithak and Soundscapes, has played a crucial role in providing virtual performances and showcasing diverse musical genres. This has significantly contributed to the growth of the Indian performing arts scene. In just 18 months, these initiatives hosted 100 digital concerts, reaching audiences worldwide. Over the past five years, we’ve digitally streamed more than 125 concerts, reaching over 23 crore people globally. These programs not only let us regularly feature young talent from various genres and formats but also give them a platform to perform for a large audience, complementing HCL Concerts’ broader initiatives.
How do you get younger talents involved in the HCL Concert Series?
We have a cool initiative called the Carnatic Quest as part of HCL Concerts. It’s all about finding super-talented young Carnatic musicians in different categories like Carnatic vocal, Veena, Violin, Flute, and Percussion instruments (Mridangam, Ghatam, and Kanjeera). We teamed up with the Rhapsody Music Foundation in Chennai, led by the awesome Classical Pianist Anil Srinivasan, to make this happen. The Carnatic Quest is like a virtual musical adventure, bringing together both traditional and modern fans of Carnatic music. The idea is to support and grow the love for Indian classical music and performing arts.
And that’s not all—we also have ‘Soundscapes,’ a special program made to share all kinds of music from different parts of India. It’s a free concert that you can catch on our Facebook and YouTube channels. With this cool initiative, HCL Concerts, which is known for supporting and promoting Indian classical performing arts, is now reaching out to different styles of Indian music. This way, our fans can enjoy a full musical experience that covers everything from popular music to Sufi, tribal, regional, and more.
How do you see the future of HCL’s art and culture initiatives?
We’re all about reaching more people with new programs. In the next 12-24 months, we’re planning to take HCL Concerts to 3-4 new cities across India. Baithak and Soundscapes will continue to thrive on our digital channels, providing a platform for artists to showcase their talent and creativity.
We’re rolling out a bunch of short films that are all about dance. These films won’t just entertain you—they’ll also teach you and get you inspired, giving you a fresh take on this timeless art.
And here’s something big—we’re starting a project to make classical music less mysterious. We’re teaming up with influencers to create a wealth of content. Our goal is to make classical music more friendly and enjoyable for everyone, so more people can love this beautiful art form. Plus, you’ll spot us at some prestigious music festivals, like the Swami Haridas Tansen Sangeet Nritya Mahotsav in January and The Music Academy’s Annual Conference and Concerts in December.
