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Aswekeepsearching to Host Listening Sessions Across India for New Album ‘Zia’

Starting March 20th, the post-rock band’s frontman Uddipan Sarmah will head out to as many as 13 cities

Rolling Stone India
Rolling Stone India Mar 06, 2017
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Aswekeepsearching's listening tour dates for 'Zia'. Click to enlarge

Aswekeepsearching’s listening tour dates for ‘Zia’. Click to enlarge

Even as post-rock band Aswekeepsearching are hard at work to meet the deadline to release their second full-length Zia in April, vocalist-guitarist and founding member Uddipan Sarmah has already put a marketing plan in place.

Sarmah, armed with the album, will visit 13 cities – starting from his headquarters in Ahmedabad to Vadodara and the major metros – to host listening sessions for a select number of fans. The sessions will be held in living rooms and jam pads. Sarmah says, “The idea came to me last month, so I did a ground-level survey and got into conversations with friends in different cities to know if it would work.”

With the album more or less completed a good six weeks prior to release, Sarmah is utilizing the precious time designing innovative ways to engage fans. “I thought I’d go where the band can’t necessarily go [to perform] due to logistics and all, and I’ll get people to listen to the album,” Sarmah says.

Entry to the listening session is on a first-come-first-serve basis via online registration (details below), with special invites also being handed out to friends of the band and long-time supporters. Apart from the metros, Zia will get a premiere in places like Puducherry, Kochi and Guwahati as well. Sarmah adds, “There should be about 15-20 people for each session and in the bigger cities, there will probably be two sessions based on how many people register. The venue will be disclosed closer to the date.”

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When they’ve poured all their funds into creating and promoting Zia, Sarmah says there wasn’t a budget for these listening sessions, until he got introduced to Ahmedabad-based entrepreneur and music enthusiast Amit Gupta, CEO of market research company InfoAnalytica. “There was a synergy working with Aswekeepsearching. I usually do things on a gut feeling and I had a good feeling about this. It’s amazing that they have the conviction to do this and I wanted to support that.” Gupta will also fund Aswekeepsearching’s upcoming album launch tour.

As for the listening sessions, Sarmah guarantees there will be a lot of storytelling, a lot of behind-the-scenes access and the music. He says, “The whole point of this is to build a community. It can’t be just four guys in the band sharing the music.”

Register to attend the listening sessions for ‘Zia’ here.

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