Nikhil Udupa has spent nearly two decades building the infrastructure behind India’s live music and culture led brand IP ecosystem. As Co-Founder of 4/4 Experiences and Control ALT Delete, he has helped create culture-led festivals, live experiences, and brand collaborations while working closely with artists, promoters, brandsand audiences to grow independent music in India. With experience spanning festival production, designing turnkey experiential cultural concepts for brands , grassroots artist ecosystems, and live entertainment strategy, he brings a fan first and practical perspective on what it really takes to take Indian music beyond borders.