4/4 Experiences was founded by Nikhil Udupa and Himanshu Vaswani in 2017. We produce experiences for new and traditional media firms, consult and produce music, theatre, arts and dance festivals, and create bespoke IPs and content for brands and media houses alike.
We identify ourselves with the brewing pockets of culture in different parts of our country, and the world at large. Our ideas revolve around the exchange of knowledge, spreading of access to growing subcultures and most importantly, delivering experiences that stay etched in memories for years to come.
Co-Founder & Director
Nikhil is a marine engineer by education, a music fan by profession, and a lifelong supporter of the independent music scene. He is the co-founder of the non-profit Control ALT Delete. With stints in marketing and programming at Only Much Louder (OML) and MTV, Nikhil brings in 8+ years of experience and expertise in content, programming, and brand integration. He brings a fan-first approach to emerging subcultures, and believes in creating media agnostic experiences for the consumer.
Himanshu was the former Business Head at India's largest online music store Bajaao.com's events division 'BAJAAO Entertainment' for over 4 years. He started his career handling marketing and activations at Rolling Stone India. He is also the co-founder of Control ALT Delete, the country’s largest crowdsourced, crowdfunded live gathering of music. Himanshu has 10+ years experience and expertise across producing and executing large scale music, entertainment and brand events.
Head - Operations
Pratika has been involved in organising gigs and festivals for independent music for over 6 years - focusing on hospitality, stage management and digital media. Pratika was Senior Marketing officer at Furtados Music India, and prior to that, an Events & Content executive at BAJAAO.com and BAJAAO Entertainment. Pratika is also a vocalist, musician and composer, previously bass player and singer of Mumbai metal band Chronic Phobia.