Localturnon - Turn On Your Life With Music And Dance

The well-known American dancer and choreographer Agnes de Mille, once said: “The truest expression of a people is in its dances and its music. Bodies never lie”.

And she rightly said so. Music and dance are excellent ways to express oneself. Music and dance are those turn-ons that help us release the stress and feel refreshed and rejuvenated. Are you also a vivid lover of dance and music? Whether you are a performer or someone who simply loves to enjoy a serene musical evening or a rocking dance performance, Localturnon is here for you. This Noida-based startup is helping you discover your turn-ons.

Localturnon is a unique platform that brings music, dance, entertainment closer to the audiences. It takes care of everything related to dance and music. One can search for tutors or centers to learn dance and music, book artists or book tickets for dance or music events.

In this article, we have discussed the startup Localturnon, its business, growth, and many more in detail. Read the full article to know more about Localturnon.

Company Highlights

  • Startup Name-Localturnon
  • Headquarter-Noida
  • Founder-Tajinder Bagga
  • Sector-Entertainment / Events
  • Founded-2015
  • Parent Organization-Happitive Enterprise Private Limited

Localturnon - About

Localturnon is a unique platform that covers all aspects of the customer’s journey when it comes to music and dance. Localturnon is a Noida-based startup established in the year 2015. Whether someone is looking for a center or tutor to learn music and dance, or book bands or artists, or maybe just want to enjoy a music or dance event, Localturnon provides solutions for everything.

Music is like cricket in India. Like the top 11 cricket players, who play for the country are famous, in music also there are many big names and famous brands. But then there is this huge pool of talent both in Cricket and Music that resides in every nook and corner of the country. If there is a cricketer in every gully in India, then in the same gully there resides a musician and dancer too. If cricket needs a platform to help the talented get their dues, music needs it too and we are playing our part.  

Major USPs of Localturnon-

Localturnon offers a platform for talented artists to perform live and make money.

It is a single platform for music and dance centers, and artists. You can find and connect with them as per your choice.  

The company organizes concerts in line with the audience demands, the venue sensibilities, and the occasion

It provides an end-to-end event solution with stage, sound, light, artists, DJs, anchors, etc.

Localturnon promotes its artists and events on social media so that they get the required publicity.  

Localturnon initial offerings were promotions and visibility for artists/bands and came as a quarterly subscription model. The company is very economically placed and location-agnostic to have appealed to the artists. In the end, it's all about trust that gets you the next client. They don’t like to call them clients or customers. The preferred word with us is they are our partners!

Localturnon - Founders & Team

Tajinder Bagga is the founder of Localturnon. Tajinder Bagga has about 15 years of corporate work experience with companies like IBM, Airtel, Pantaloon, Bata, etc. before starting Localturnon.

Tajinder Bagga | Founder, Localturnon

He had no musical training or background which comes as a surprise to many. But yes, he has partnered with bands, has seasoned musicians as advisors in each category, says Tajinder Bagga.

Localturnon started with a full-fledged team split into business development and content so that they could focus on both aspects. Later the team merged together as artists and content come bundled. Localturnon outsources the technical work.

The work culture in the entertainment industry is very informal. In fact, when the initial meetings were held in 2015 and I used to dress up in corporate attire I found myself as a misfit. It is now jeans or khakis that are the norm. Still, a long way to go for the tattoos and hoodies though. On the work schedule, the change is that entertainment or events are usually over the weekends. So Saturdays and Sundays are the most hectic of days. I think Mondays and Tuesdays are the new weekends for us.

Localturnon - How It All Started?

The idea came to Tajinder while watching an IPL match, in the year 2015.

"While watching a match live in a cyber hub Gurgaon restaurant where there was a live band playing the picture sort of presented itself.  Watching music and cricket side by side, artists and players with their gear side by side, formed the idea in my mind," says Tajinder Bagga.

Tajinder spent close to a year and a half i.e. 2015 to early 2017 in researching the market and interacting with artists. Initially, it was simply a platform where brands and artists could promote themselves. From 2015 to 2017, Localturnon covered every article published in Delhi publications, followed music through the year to get a sense of the seasonality's, met, interacted, spoke with at least 150 musicians, artists. Attended events from classical shows at India Habitat Centre, Kamani auditorium to concerts and food shows to see how the industry works. Went to music instrument shops, followed international blogs, and tried to grasp as much as possible about the music and dance industry. Tajinder tried to understand the pain point, challenges, and difficulties faced by artists. Such experiences crystallized his idea and helped him making Localturnon a better platform

Localturnon - Name & Logo

The logo is also like a location sign with the turnon symbol beneath it denoting the message.

The name is the combination of the words ‘local and turn on’.  The local is the locale or nearby and the turn-on is the increase in volume. It also fits in as you can turn on the volume of talent, opportunity. The terms most frequently used in our descriptions are turn on music, turn on talent, turn on happiness, life, etc.      

Localturnon - Revenue Model

Localturnon's revenue model was started in 2017 (almost 1.5 years post-study of the market and interaction with artists). It was essentially a subscription model. Artists could take up subscriptions and Localturnon, in turn, promoted them.

Currently, Localturnon earns revenue from the following sources-

  • Commissions earned by promoting artists.
  • Commissions earned by promoting various events.
  • Revenue earned by selling tickets for Localturnon's own concerts and tickets.  
  • In the future, the company also has plans to generate revenue from-  
  • Subscription model for the centers.
  • Commissions from bookings made through its platform
  • Instrument sale
  • Sponsorship  
  • From the first band in Kolkata to Bangalore, to Delhi to Mumbai Localturnon has come a long way.

Localturnon - User Acquisition

As said by Tajinder, when Localturnon hooked on to their initial partners there were a lot of queries that helped them get more traction.

Ethical dealing, proof of billing via receipts and invoices, statistics, or measures of results were openly shared with the partners leading to trust and confidence.  

Wherever there have been instances where we could not deliver we have been honest and open about it as well.  

Working with DLF Mall of India, Noida was one good break for Localturnon, which got them a lot of visibility. Recently the company has come up with some unique themes and collaborations with cafes to promote the platform. The company is actively connected to its target audience through social media.

Localturnon - Funding and Investors

Localturnon is currently a bootstrapped company. However, the company has plans to raise funds in the future, to move to the next level.

Localturnon - Startup Challenges

"The biggest challenge was where to start," said Tajinder. However, the 1.5 years that Tajinder spent in gaining experiences in the dance and music market, did give him the required knowledge and courage to start Localturnon. Good social media presence and building a good rapport with the artist community have worked in favor of the company.

As said by Tajinder, Localturnon made some major slips initially while signing up artists. While getting into subscription mode Localturnon signed up artists without even asking them for their performance bytes and as a result, it ended up with a couple of noteworthy, non-talented folks. The company had to give them their refund as it would have been impossible to have got them their events and orders. This was a major lesson learned by the Localturnon team.

Besides, the company has pending cases for dues and hopes to get them back soon. Pending payments are one of the regular business hiccups that you face when the other side is unethical and decides to play under the belt.

Localturnon - Competitors

As such it does not have any competitor which can compete with it on all the scopes. However, event or artist management companies do pose competition for Localturnon.

The Entertainment industry needs to be looked into from the perspective of  Music & Dance Schools and tutors, the music dance Instruments or equipment, the live performances in clubs, restaurants, hotels, the weddings, and the corporate events, the festival celebrations in every RWA, society during Holi, Diwali, Navratri's, etc. If we take into account the songs, the albums, and the content. You really can’t put an exact number to it but it runs into billions of dollars. In parallel, if you look at the manpower attached to the industry it's mind-boggling as it has both forward and backward integration.                

Localturnon - Growth

Growth Localturnon has grown 200% YOY since the launch of the offering from 2017 to 2019.

Some milestones achieved by the company are-

750+ dance and music centers are listed with Localturnon.

900+ artists, musicians, bands, dancers, DJs, and anchors are associated with Localturnon.

It conducts its own concerts and events and works with Companies such as ATS, E&Y, IndusInd Bank, DLF Mall of India for their events, parties. Localturnon did a mega concert with Raftaar and Asees Kaur in 2017 and Nizami Bandhu Show SUFIYA in 2018.

Localturnon - FAQ's

What is Localturnon?

Localturnon is a unique platform as it offers a one-stop solution for all dance and music-related requirements an individual may have.

Who is the founder of Localturnon?

Tajinder Bagga is the founder of Localturnon. Tajinder Bagga has about 15 years of corporate work experience with companies like IBM, Airtel, Pantaloon, Bata, etc. before starting Localturnon.

In which year Localturnon was founded?

Localturnon is a Noida-based startup founded in the year 2015.

What are the future plans of Localturnon?

Localturnon is planning to have musical instruments and apparel, etc. on the platform to complete the ecosystem.

Localturnon - Conclusion

Localturnon's biggest achievement is that bands that they helped to start have grown in stature. Not sayin it's entirely because of Localturnon but then it's nice to see that they have been associated with Localturnon. The sense of satisfaction also comes from the fact that our partners rely on our word and are willing to go the extra mile when it comes to deliverables expected out of them. This speaks volumes about the company’s ethics and practices and that too in an industry where a lot of rotten fishes spoil the space.

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