By Aparmita Das
Festivals are more than Instagram-worthy snapshots and lively performances; they’re a collision of nature and human creativity. It’s about the falls, the triumphs, and the unscripted chaos that defines a festival. The recently-concluded Cherry Blossom Festival (CBF) at Bhoirymbong was no exception.
Amid petals and performances, artists, audiences, and the unsung heroes working backstage create an unfiltered narrative. Pulling off this grand event was not an easy task. It involved a mix of talents—operation managers, dedicated site crews, savvy programmers, lively entertainers, tech wizards, media experts, vigilant security, and a team of volunteers. Each person contributed a crucial piece to this massive puzzle, making the CBF the spectacular experience it is.
“Cherry Blossom Festival? It’s more than just a fest; it’s a symbol,” smiled Jason Manners, the visionary mind behind Rockski, the brains orchestrating the festival. “Love, Laughter, Peace, and Celebration – that’s what it’s all about.”
From its inception, the festival was traditionally held in Shillong City, centred around Ward’s Lake and Polo grounds as the main venues. However, this year marked a significant shift as the festival relocated from Shillong City to Bhoirymbong. “It all started with a simple realisation,” Jason shared. According to him, the need for more space and the ongoing construction frenzy in Polo made Shillong lose its charm as a festival venue. The traffic headaches were just the tip of the iceberg.
With a sigh, Jason explained that they had to think bigger, wider, and more accessible. That’s when the spotlight shifted to Bhoi. “Why, you ask? For starters, it has more breathing space, wider roads, and parking that doesn’t feel like a game of Tetris. Plus, we’ve got a ton of construction projects around Polo, and we didn’t want our festival-goers dodging cranes and bulldozers to catch their favourite acts.”
The decision to shift the festival venue to Bhoi from Shillong wasn’t just about physical space; it was a strategic move. Bhoi, with its expansive grounds, broader roads, and hassle-free parking, seemed like the perfect antidote to the fest’s growing pains in Shillong city.
“It’s not just about the logistics,” he mused. Bhoi, he noted, offers a haven for those travelling from outside the state. The ease of access, coupled with its small-town allure, makes it a natural fit. Jason couldn’t help but acknowledge the festival’s pull on the Jowai crowd, emphasising that Bhoi’s charm worked like a magnet, drawing in festival enthusiasts from every corner. “So, there you have it – the Cherry Blossom Festival at Bhoirymbong was a no-brainer for us.”
Now, when it comes to the nitty-gritty of planning, Jason revealed, “We wanted to bring in that international music fest vibe. We know there are others in India doing the same, so we decided to put our own spin on the music scene. We wanted the festival to “scream” SHILLONG and resonate with what the people love.”
He leaned in, letting in on the secret sauce, “Good music. Live. That’s the heart of Shillong. We didn’t want just any artists; we wanted the ones who’d make you feel the music in your bones.” To stand out from the crowd, the team zeroed in on Good Music and, more importantly, music that is performed live. “Live bands as headliners became our magic touch, emphasising the importance of nostalgia. We wanted the festival-goers to experience music that’s etched into the very fabric of their hearts.”
Leaning back, Jason said, “At the end of the day, it’s all about Good Live Music and Production that knocks one’s socks off. That’s what we aimed for, and that’s what we delivered.” Jason’s eyes sparkled, and one could tell, CBF was a vibe, a candid ode to Shillong’s music-loving soul.
“When it comes to the goals and objectives we set, I’ve had my fair share of sceptics,” shared Jason. “Many said it wasn’t possible – the venue won’t work, the scale is too big, the artists are too expensive. But for us, it was about making it work. There’s no point in diving into this passion business if you can’t make a dent that makes sense. More importantly, it’s about restoring the Music tag of our State, Meghalaya, on the Festival Map.”
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Shifting gears to the artiste line-up, Jason continued, “Now, picking the artists – that’s a bit of an art and gut feeling. Sure, there’s experience involved, but you can’t discount the ‘gut factor.’ And let’s be real, not everyone was free to come for all three days of the festival, so we had to be strategic in who played when.”
Talking about the challenges of roping in big names like Ne-Yo and Ronan Keating, he admitted with a smirk, “You need to be known, have a solid profile, and come out smelling like roses after big agencies do their due diligence in the market. Paying them is one thing, but then comes the hard part – managing logistics and tech requirements. That’s where our 15 years of experience in the industry and the trust we’ve built in the market come into play.” With a smile, he added, “It’s not all glitz and glam; there’s a whole lot of behind-the-scenes hustle.”
When it comes to the logistical challenges of organising the festival, it was no walk in the park. Jason recounted, “The venue wasn’t exactly rolling out the red carpet for us. There were earthworks to be done, and to top it off, not a hotel in sight nearby. Shillong, beautiful as it is, isn’t the easiest destination for big artists. Nobody wants to change multiple flights and then embark on a three-hour road trip. That’s where we had to pull out the Indian jugaad playbook to make everything fall into place.”
As for the stage, sound, and lighting arrangements, Jason detailed, “We had a plan on paper, and all the tech requirements were sorted well in advance. We flew in gear from Kolkata, Mumbai, and Hyderabad. To add a local touch, we brought in well-known Shillong musicians as artists and stage managers. It was a professional setup with a detailed plan for changeovers and soundchecks.”
However, when adverse weather conditions hit on the first day, Jason admitted that it was disastrous. “Shifting artists is one thing, but checking equipment damage is another story. We had fingers crossed, and thankfully, everything held up.”
Addressing the elephant in the room—the decision to cancel the first day, Jason explained, “Our tech team put their foot down. The concept stage without a roof in the rain? Too risky. Too dangerous. Too many unknowns.”
Prepared for the unexpected, he continued, “Contingency plans were woven into our contracts, and that’s how we managed to shuffle the Day 1 artists around. Now, when it comes to the local artists who were dropped from Day 1, they’re part of our family. They get it. They know there will be other stages, other opportunities.”
On the financial front, Jason revealed, “I’ll be having a sit-down with our insurance company. We did have event cancellation insurance, and now it’s time to discuss the implications.”
When it comes to the festival’s revenue, Jason shared, “Tickets and sponsors are the main sources for us. Stalls are never a business venture; we sell them at a break-even price to promote local businesses.”
Reflecting on unexpected revenue successes or challenges, Jason said, “Funding the festival is always a challenge. However, we have better prospects next year, thanks to the success of this year.”
Regarding overall attendance, he explained, “It’s yet to be tabulated because we have various sources of footfall. The Day 1 cancellation did damage, causing some people from neighbouring states to go back. Nevertheless, we were close to maximum capacity on Day 2 and Day 3.”
Characterising the audience’s response to the artistes’ performances and the festival atmosphere, Jason conveyed that most reviews he received from the audience, and the artists indicated it was the best show of their lives. “Ne-Yo and Ronan told us that it was one of the best in their careers and might just be the best in the last 10 years,” Jason shared.
When asked about the festival’s highlights, Jason beamed with pride, “The festival came through and proved many things. Ne-Yo’s first time in India and Ronan’s first as a solo artiste not with Boyzone. Hybrid Theory stole hearts, appearing to be the reincarnation of the legendary Linkin Park. Lou Majaw looked grand and flashy, and I feel glad he got the kind of stage he deserves on home turf. Snow White, another favourite of mine, had one of their best shows in a long time.”
Discussing the impact on the local community and the region, Jason shared his vision, “Festivals are a great way to open up people’s minds and inspire them. It’s not just about the revenue the festival generates; it’s about the spark it creates in the minds of people, especially our youth. Before the engine starts to run, there has to be a spark of fire.”
When probed about future plans for the festival, Jason confidently asserted, “Of course. Goes without being said.”
Reflecting on the most rewarding aspect of organising the festival, he chuckled, “The fact that it took off, I guess. Was half expecting to be chasing artists around the parking lot.”
When asked about a standout moment, Jason’s eyes gleamed, “Seeing Ne-Yo rocking the Day 2 stage in our own backyard made me remember why I dove into this madness. Had a moment of zen after that.”
Addressing how he deals with challenges, Jason offered a nugget of wisdom, “Don’t lose your cool. Everything can be solved with a calm mind.” As for feedback integration, he quipped, “We have made notes. You’ll have to come for the next one.”
The air of mystery and the promise of a bigger, better sequel lingered, closing the chapter of this year’s Cherry Blossom Festival with a sense of excitement for what lies ahead.
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