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Walk in for Juicebox Music’s first big outing this weekend

CITY-based electronic music producer Praveen Achary will hold the first major showcase of his three-year-old label Juicebox Music on Saturday. The gig will see him perform alongside Greg Tomaz and Aman Anand, both of whom have released music on his label in the past. The trio will play some new compositions that have not been released on Achary’s record label yet.
What took the showcase all this time, we asked Achary. “We did hold a few gigs initially, involving label artistes, and other musicians, but I guess it was too early. So I stopped. I wanted to build on the label, its content, garner some merit and then perform. I wanted to make sure people knew about our work, before going on stage,” he says.
Achary’s project, which has 36 artistes from the USA, the UK, Serbia, Poland, Greece, Italy, Argentina, and, of course, India, aims to promote melodic, deep house and techno music. “That’s the kind of sound I like. A lot of such sounds were being sent my way by artistes from India and abroad, and there was no platform that would sign them up. That’s when I started the label,” he says, adding, “We have had 13 releases so far, mostly EPs, and a few mini compilations. On May 2, we launched a new compilation called Elements – Volume I. We stand by the mantra ‘less is more’.”
Any favourite finds? Achary excitedly shares the name of artiste Blusoul from Greece, explaining, “I had remixed his compositions a few years ago. We then started talking, and released his EP, Depth of Emotion. His music is soothing, dreamy, and a bit more mystical. Though he has now been signed by bigger record labels, he says that to him, Juicebox Music is home, which is nice to hear. Also, Tommi Oskari from Finland. His sounds are very club-friendly.”
Among the Indian names, he singles out Color Ray aka Shrinivas Sundar from Pune. “His work is groovy, but deep. He has done a few remixes for us. What I like about him is that he is constantly improving his music. He is never happy with his work. Even I am like that. I don’t like sounds that have been done in a day’s time,” says Achary.
Going forward, he will take the Juicebox Music showcase to other cities, Hyderabad being the next stop, and also venture into managing the musical career of the artistes who’ve signed up with him.

May 28. 8 pm. At blueFrog, Church  Street. Tickets (Rs 500 upwards) on
bookmyshow.com

— Barkha Kumari

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