[v] will, [v] will rock you.

So tonight I’m off to the Channel [v] Launch Pad concert and after party in Andheri, Mumbai (woohoo!) This will be their third edition and bigger and badder than ever before with the inimitable Vishal Dadlani playing mentor (loved the badass billboards all over town by the way. That photo shoot must have been such a blast.)

Announcing the battle, Sheetal Sudhir, Creative Director, Channel [v] said, “Launch Pad this year is extra special for us. We’re cranking it up a notch to celebrate and recognize Indian rock music in its rawest form, language no more being a constraint. Bengali, Malayalam, Tamil, Hindi, all are invited. We’re tapping into the heart and soul of our desi rockers and searching for a revolutionary new sound that needs to be heard and [v] are all ears! Judging them would be India’s most versatile musician, Vishal Dadlani. We have hot wired the process for tracing the best musical bands of the country!”

Mentor and jury, Vishal Dadlani added, “You could be a punk rock band from Shillong, a pop rock band from Kolkata, or even a Malayali folk band from Kerala, it’s all good — I’m looking for the real thing; music that moves me. If you have it in you then here’s your platform. If not, don’t bother.”

The competition began in January where 20 short listed bands performed each week live at Blue Frog, Mumbai. Based on how they did the best ones play tonight (the creme de la concert if you please.) At the end, the winner gets a once-in-a-lifetime opportunity to secure a record label deal, publish their photo on the cover of India’s edition of Rolling Stone magazine, and shoot a music video with Channel [v]. (Wait a minute, wait a minute wasn’t this the whole plot line of Rock On?!) Sweet.

[youtube=http://www.youtube.com/watch?v=v6zrzFHD6Zs]

The top 7 included Faridkot, Reverse Polarity, Cassini’s Division, Blank Noise, Workshop, Circus, and Prachir. I hear at today’s  Bigadda [v] Concert for Change Raghu Dixit Project, Bappi Lahiri, Kailash Kher, the top 3 bands Cassini’s Division, Faridkot and Reverse Polarity of Channel [v] Launchpad III with perform, while Kailash Kher plans to premiere his brand new album. Guess who will be candid camera clicking (hopefully) backstage through it all? Pictures tomorrow 🙂

Besides how can you not love a party invitation that comes with a bottle opener like this?