antiSOCIAL Divya Aggarwal Impresario Entertainment & Hospitality
antisocial, a vibrant space dedicated to experiencing music, art, and community located across Mumbai, Pune, and Hyderabad, has become a hub for creative minds seeking an alternative to mainstream entertainment. Hosting live performances, art showcases, and unique events, antiSOCIAL champions a non-conformist spirit, fostering artistic expression and collaboration—an ideal spot for those looking to connect, create, and immerse themselves in contemporary culture.
In an exclusive interview with EVENTFAQS Media, Divya Aggarwal, Chief Growth Officer at Impresario Entertainment & Hospitality and the visionary behind antiSOCIAL, delves into the unique approach that makes AntiSOCIAL a dynamic hub for community and creativity. From curating events that resonate with their core audience to fostering artist collaborations that shape the future of the gig scene, Aggarwal offers valuable insights into the venue’s strategy for engaging both emerging and established talent. She shares her perspective on building immersive experiences, the evolving trends in the industry, and antiSOCIAL’s commitment to originality and audience connection.
Community engagement is a key element at antiSOCIAL. How would you approach curating events that not only attract our core audience but also foster a sense of creativity and community?
antiSOCIAL is a platform where artists come to showcase their talent and guests are invited to immerse themselves in unique, creative experiences fully. It’s a space dedicated to fostering an inclusive, urban environment where individuals from all walks of life can unite, share ideas, and connect through a wide range of events, gigs, workshops, and collaborative projects. Our commitment to building a community-centric space shines through our diverse programming that encourages active participation, from live performances and immersive art installations to interactive workshops that go beyond mere entertainment. We continuously explore new ways to engage our audience and bring fresh energy into our space. Recently, we ran a ‘5 Thursdays Special,’ hosting a series of live plays, which attracted a broad spectrum of theater enthusiasts and provided emerging playwrights and performers a unique platform to connect with our audience. This series not only enriched our programming but also fostered a stronger sense of community, highlighting antiSOCIAL’s ability to adapt and offer varied, culturally resonant experiences. By partnering with emerging talent and cultural collectives, we curate a lineup that appeals to diverse groups, creating memorable experiences that resonate with both our loyal patrons and new creative communities. Our ultimate goal is to be a dynamic hub for creativity, where inclusivity, connection, and collaboration thrive, making antiSOCIAL not just a venue, but an essential part of the urban fabric.
Trends in the gig scene have evolved, particularly in terms of artist collaboration and audience interaction. How would you leverage these trends to introduce new IPs or developments that keep antiSOCIAL at the forefront of the industry?
At antiSOCIAL, we are committed to setting new trends in the gig and cultural scene while adapting swiftly to shifts in audience interests and artist dynamics. By curating a mix of innovative IPs and fresh event formats, we ensure that antiSOCIAL stays at the cutting edge, creating experiences that resonate deeply with our community. Hosting a diverse lineup of events almost every night, we bring staple programs like “Dance Ok Please” for mid-week techno lovers, “Garam Masala” for Bollywood fans, and “The Grind” for hip-hop enthusiasts, ensuring there’s always something unique for each community.
Our approach combines music with visual art, immersive themed decor, and multi-sensory experiences, transforming gigs into something far beyond the typical show. This adaptability is reflected in new intellectual properties like SOCIAL SELECTS, which is dedicated to spotlighting handpicked emerging artists—those who are already stars and who we aim to elevate to superstardom. Recently, SOCIAL SELECTS: The Karan Kanchan Kitty Party embodied this vision by blending nostalgic props and interactive games with Karan’s signature high-energy beats, creating an unforgettable experience.
Alongside platforms like “Unplugged” and “Open Stage” for up-and-coming talent, these IPs keep antiSOCIAL at the forefront of India’s gig scene, offering both established and emerging artists a platform to shine. Our blend of innovation, inclusivity, and community connection makes antiSOCIAL a hub where creativity thrives, ensuring every event is as immersive and memorable as it is unique.
When selecting artists for antiSOCIAL events, what criteria would you prioritize to ensure they align with the venue’s focus on originality and audience engagement?
antiSOCIAL is a platform for all artists—big, small, and from every genre—where creativity meets community, bringing artists and fans together in an atmosphere of genuine connection. Over the past few years, antiSOCIAL has evolved into a space where some of India’s top talent, emerging voices, and even international acts can connect deeply with audiences who are passionate about original, boundary-pushing art. We host performances almost every month from diverse artists across India and beyond, creating an ever-evolving lineup that reflects our commitment to cultural richness and inclusivity.
Our artist selection is driven by a focus on originality and audience engagement, ensuring that each act resonates with antiSOCIAL’s ethos of creativity and immersion. A recent example is Anuv Jain’s live performance, which we broadcasted across SOCIAL outlets nationwide, offering fans an immersive experience and extending the artist’s reach. From emerging stars like Anuv to established icons, we prioritize talent that can foster an authentic connection with our community. By bringing together unique voices and perspectives, antiSOCIAL remains true to its mission of creating a space where every event becomes an unforgettable experience, woven with creativity, diversity, and deep audience engagement.
antiSOCIAL provides open submission opportunities for emerging artists. How would you manage and promote this process to attract fresh talent while maintaining high-quality performances?
At antiSOCIAL, we’re committed to providing a platform for emerging artists to showcase their talent while maintaining the quality our audience values. Our open submission process invites fresh talent to share their work with us, making it easy and accessible for unique voices to reach our stage. To ensure we attract the best, we collaborate with relevant curators who represent talented artists in need of recognition, helping us discover performers who bring something special to the antiSOCIAL experience.
To support these artists, we create anticipation and awareness around their performances through our social media channels, sharing their stories and promoting upcoming gigs. This approach not only highlights antiSOCIAL as a launchpad for creative talent but also fosters a deeper connection between our audience and the artists, building a vibrant, engaged community around each performance.
In an exclusive interview with EVENTFAQS Media, Divya Aggarwal shares perspective on building immersive experiences, the evolving trends & antiSOCIAL’s commitment to originality & audience connection.
