Backstage Pass: Sanskar Savvy’s Exclusive Tour Diaries with Malay Desai
Have you ever daydreamed about what happens behind those velvet curtains and under the glaring spotlights at our all-time favorite Desi music concerts? Well, dream no more because Sanskar Savvy is here to take you into the backstage world full of chaos, charm, and raw energy that fuels the soulful melodies and heart-thumping beats of Indian music legends. We’re talking exclusive, never-before-shared insights from touring the U.S. with icons like Neha Kakkar, Sonu Nigam, Anirudh Ravichander, and Guru Randhawa—just to name a few. And guess what? We scored an exclusive interview with one of the National Touring and Events Coordinator, Malay Desai, to get the lowdown on everything from adrenaline-pumping rehearsals to those insane tour stories that are usually kept under wraps. Let’s get this party started and go behind the scenes with some of the most iconic Desi concerts in America.
Embracing Sanskar Savvy’s motto, “Celebrate, Explore, Connect!” let’s journey behind the scenes. At Sanskar Savvy, we cover more than just the thrills and the chaos; we celebrate the music that moves us, explore the stories of those who bring these experiences to life, and connect deeper with the rhythm of Desi beats that resonate across America.
Journey into Music: Can you share how you embarked on this incredible journey of touring with such Indian music legends? Was there a defining moment that set you on this path? Were you always a fan of these artists? How did you come to be able to have this position? What was your first working concert experience and tour, and what was that like?
This incredible journey started in 2016 when I began working with Urban Desi in New York City. It’s a two-day event where we bring together major urban Asian music singers and performers from around the world, including up-and-coming artists looking for a platform to showcase their talent and create brand awareness. I want to give a huge shoutout to someone who greatly impacted my career. Monty Kataria, aka @MontyisLive, on Instagram. He was the one who first introduced me to the industry and showed me the ropes, from managing multiple artists under one label to handling promoters and artist management teams.
My first tour was the Indian Idol Tour with Manish Sood of Intense Entertainment, based in Washington, D.C. We did a full USA and Canada tour; after that, it was history!
One tour led to another and another. Then I met Darshan and Rocky of Shri Balaji Entertainment – 2 of the pioneers of Indian entertainment in the USA over the last 3 decades. I have worked on five tours with them so far and will be involved in three more this year. The experience has been incredible, even though there was a steep learning curve. Understanding the workload behind managing so many musicians, team members, and managers is hard to grasp initially. On top of hospitality, food, and transportation, over three or four weeks of touring, sometimes 80 to 100 people on the road, is very intense. Some of the artists I have worked with so far include Sonu Nigam, Neha Kakkar, Anirudh Ravichander, Sukhbir Singh, Guru Randhawa, Kapil Sharma, the stars of Indian Idol, and many more.
Day-to-Day Life: What does a typical day look like when you’re on tour? How do you balance the high-energy demands of the tour with personal downtime? What are some things people would be surprised to learn that you do? Or what are some of your “must-dos” on tours? Do you have any favorite days?
A typical “off day” on tour is very chill. We make sure musicians and artists have their meals and are taken care of, and we handle transportation if there is any sightseeing they want to do. Off days are any days between concert days that don’t require travel or rehearsal. Day of the show, or “DOS” days, we have very strict schedules. These schedules cover everything from meal times to bathroom breaks and stage training. The musicians are up before the sun and leave early in the day for setup and soundcheck – the main artist doesn’t arrive until after soundcheck is set – based on the distance of the hotel and venue, we most likely stay at the venue, if the hotel is close by, we go back and forth until the start of the show.
30 minutes prior to the show we have a full team prayer for the success of the show. We usually have a 30-minute n greet post-show, and the artist leaves the venue. After that, we break for dinner and go back to the hotel and immediately start packing bags and great, and are off to the airport for the next city. We repeat this process as soon as we land in each city.
My “Must-Do” items are staying hydrated and working out on the road. Working out helps me manage my stress levels during a crazy tour schedule. Show days are the best days!
Memorable Experiences: Touring with legends must come with its share of unforgettable moments. Could you share one or two experiences that stand out to you the most?
I’ve made many lifelong memories with the different groups I’ve been on tour with, and it’s hard to pick one that stands out. For me, the relationships I’ve made on tour stand out the most. Working together becomes friendship, and those friendships have developed into very strong bonds over the years. These artists and musicians are very humble individuals behind the scenes and care deeply about their fans. I spent a lot of time with Sonu Nigam at Niagara Falls; we went shopping, and he was my gym partner every day on that entire tour. Neha loves shopping, so we would go out in every city to shop and roam around in different cities. Anirudh and I spent every evening in the city with his management team, shopping, sightseeing, and going to dinner. He loves to try different foods from all over the world!
Challenges and Overcoming Them: Every journey has its challenges. What significant obstacles have you faced on tour, and how did you overcome them?
Being sick on tour is one of the worst possible things to go through, especially on a show day. Another difficult thing to manage is lost luggage and gear. Some of these musical instruments are custom and impossible to replace. Or if an artist loses the wardrobe for the show, that can be a big problem. Not enough travel time or travel complications like missed or delayed flights, always cause an absolute mess. I’ve driven 9-12 hours nonstop to get musicians to a show because of a missed flight after doing a whole day of show in a city in America and driving straight to Montreal after. But that adrenaline is the best part – I love touring, and I want to keep touring and get more involved in artist management. One of the things I also love is being an Emcee for a big concert. Being on the stage with one of my favorite artists is super fun!
Behind-the-Scenes Insights: Fans often only see the glamour and the final performance. Can you give us a sneak peek into the behind-the-scenes work that goes into preparing for a concert or tour? Speak on what you know—if you don’t know about preparations, then talk about the crazyness of a rehearsal day, when you meet up, or what different artists do before a show. People love these behind-the-scenes insights!
You will never see or hear about the work ethic of these teams behind the scenes. The musicians, the production crews, the riggers and flyers who put up these enormous lighting systems… They are the lifeblood of our tours. Another thing you don’t hear a lot about are the promoters and management teams. The hustle these people have to create and deliver these experiences to the audience is amazing. From your local promoters to your national team, it takes an army to put together just one successful show, let alone an entire tour. Logistics is also very important; our tours have an entire team coordinating every detail. Transport getting delayed by 15 or 20 minutes can throw the whole schedule out of wack. Not being able to access hotel rooms on time is a big issue – so logistics have to be done properly, or it can be very expensive. Start and End Time is crucial at the venue because you are on a strict time limit, so the show must start on time and end on time, which leads to production teams being able to get into the venue and get everything up and ready.
Cultural Exchanges: Touring in the U.S. with Indian music legends must offer unique cultural exchange opportunities. How do you see the influence of Indian music growing internationally, especially among younger audiences?
The Indian Music Scene in America is thriving and better than ever! It will only grow from here, as the Indian population in the USA is growing dramatically, too, and we are becoming more accepted in mainstream media.
Advice for Aspiring Professionals: What advice would you give to young people who dream of working with music legends or in the entertainment industry in general?
If it’s your first time, you need to get used to the idea that you will be working your way up. You don’t just walk on a tour and become a manager. You will be doing things like lifting and packing luggage, driving people around, setting up food stalls, being a stage runner or an assistant for the crew, and getting things for whoever needs them. So it can be a lot at first, but if you stick with it, it’s so worth it. If you are passionate about this business, that is the only way to succeed. You must stay true to your passion and not let yourself burn out after one tour.
Fan Interactions: Can you share a heartwarming interaction between an artist and fan that has had an impact on you over the years?
I’ve witnessed incredible moments with multiple artists, like one fan putting up a sign that said, “Your music saved me from suicide,” or another fan saying, “Your music brought me back from heartbreak.” Some fans started learning music because of these artists and now perform professionally. Emotions run high at concerts, from artists to managers to the crew and the fans.
Looking Ahead: What future projects or tours are you most excited about, and what can fans look forward to?
I wish I could share what I’m working on right now, but it has not been announced yet. Something crazy is about to happen at the end of this summer, so stay tuned!
As we close the curtain on this edition of “Backstage Pass” with Malay Desai, we’re reminded of the power of music to “Celebrate, Explore, Connect!” The untold stories, the shared laughs, and the collective hard work behind the scenes make each concert memorable.
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Here’s to Celebrating the rhythm, Exploring the stories, and Connecting through music. Keep tuning in!
