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Ankur Tewari: The world belongs to the young. We live on rent
Updated On: 05 February, 2024 06:29 AM IST | Mumbai | Sonia Lulla
Encouraging older generations to pay heed to the demands of Gen-Z, Ankur Tewari on bringing their stories to life via Coke Studio Bharat
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Ankur Tiwari
For the layman indulging in the lilting rendition of the musicians of Coke Studio Bharat, Ankur Tewari’s association with the project may seem confounding. “It can be complicated,” he laughs in unison. Tewari, after all, is rarely the face of the compositions that play out during the recording sessions that make it to television. As the curator, however, Tewari may well be the spine that keeps the entire show aligned. “With Coke Studio Bharat, I wanted to present the honest story of our country, musically. That involves talking to different musicians, artists, and lyricists. My job is to create the whole palette, and design the story of the season. [I determine] what each song should say. I’ve built a think tank around me, and that includes musicians like Kausar Munir, KJ Singh, and Swanand Kirkire,” shares Tiwari, adding that the season is dedicated to Gen-Z, given that India is statistically “the youngest country in the world”.
At 46, Tewari is arguably more aware of the tastes of young music listeners than several new-age musicians. He comprehends their world by “formally interviewing a bunch of kids from different places, including the interiors of India” and keeping his “eyes and ears open when engaging with them”. “Because I travel a lot with my music, I speak to the interns and the young people who are organising the shows. The one thing I’ve learned about them is that they have no time for bullshit, and like honesty. Generations have fooled them, and given them a world that they are not happy with, and it’s time to talk about it. We speak about anxiety, the environment, toxic love, adulting, and other matters. They are audacious, and they want to address things. It is important that the older generations listen to them. The world belongs to the young, and we are living on rent in their world.”
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