Culturas 360° Is Ensuring Virtual Music Festivals Stay Relevant

In the midst of the pandemic’s first two years, virtual events and livestreaming gigs became the norm that promoters turned to for showcasing music from different corners. While on-ground events have returned in a huge way, faster than ever, the power of connecting through the online performance medium still hasn’t lost its allure.

Culturas 360° – which was launched in March 2021 by a collective of eight music festivals as a platform for international artists – will host its fourth edition this week on March 4th and 5th. This time, the initiative is partnering with 15 festivals and has performances by 17 artists.

With two broadcast times for each day of Culturas 360°, the Indian representation comes via Chennai platform EarthSync and their festival IndiEarth XChange, who are bringing in Mauritius-based fusion artist El Tabla aka Shakti Shaan Ramchurn. Also on the lineup with performances are South Korea’s Duo Bud (who performed at World Sacred Spirit Festival in Jodhpur in 2020), Toronto-based Ukrainian singer Nastasia Y, the Subhira Quinteto from Chile, Canada’s Diogo Ramos, Mexican veteran singer-dancer Alejandra Robles, Burundi artists like Timmy Nassor and Andy Mwag and U.S.-based artist Mike Ellison, among others.

While EarthSync has previously fielded Indian artists for past editions of Culturas 360° like sarod artist Pratik Shrivastava and sitarist Imran Khan, it has also brought in artists from Zanzibar and Reunion Island to showcase their sets at the online festival. Other participating festivals include WOMAD in Chile, Ollin Kan Festival in Mexico City, Boreal Festival in Tenerife, Concert Of Colors in Detroit and more.

A press release states that the “global-local online-offline model” of the event is one that facilitates multiple things. “[It] helps sponsors and supporters get greater brand visibility and opens new business opportunities, which in turn enables artists’ growth, professional employment, and empowers music festivals to continue their work for culture, music and artists.”

Tune in to Culturas 360° on March 4th and 5th, from 8:30 PM IST on their YouTube and Facebook page.