‘Raw Talent Alone Is Not Enough’: Q’s With Farzana Cama Balpande, Head Of BookAChange India

India may be the most talked about emerging live entertainment market in the world right now, driven by artists like Ed Sheeran and Coldplay, who’ve put in the time and effort to go deep into territories, and string together fully-fledged Indian tour legs.

What cannot be forgotten, is that a minority of the country’s population is responsible for the vast majority of its consumption. There’s a huge emerging middle class, about 400 million Indians, whose average monthly household income is increasing, and with it their consumption.

But there’s also still some 300 million Indians with no means for consumption at all.

BookAChange, part of the BookMyShow Foundation, by its own admission, is dedicated to uplifting the lives of underprivileged talent in India through the magic of music and performing arts.

It builds on the legacy of BookASmile, launched in 2014 by Indian live entertainment giant BookMyShow, and represents “a renewed and sharpened vision making it accessible to those from marginalized backgrounds,” according to Farzana Cama Balpande, head of BookAChange.

Pollstar reached out to Balpande to find out more about this unique initiative.

See: Inside Ed Sheeran’s “Mathematics” Run In India With BookMyShow’s Naman Pugalia

Pollstar: Can you describe BookAChange in your own words?
Farzana Cama Balpande: At the heart of BookAChange lies a powerful pledge which stands to inspire. It’s about building confidence, self-worth and opening doors that once felt shut. The approach is deeply human-centric, aiming to instil qualities such as responsibility, self-esteem, empathy, purpose and resilience, equipping participants not just to perform but to thrive in the world.

Music transcends language, geography and socio-economic barriers and BookAChange aims to deepen this commitment to building structured, long-term pathways and make a lasting impact in this space.

Can you name some of the initiatives and/or individual people that have benefited from BookAChange, that you’re most proud of?
While BookAChange is a recent evolution of our long-standing commitment, we’ve already seen some deeply meaningful initiatives take shape under its banner. Starting with the BookAChange Music Scholarship program, we have pledged 500 scholarships to empower talented individuals from underprivileged backgrounds across India. These scholarships support students and street artists pursuing formal education in music and related fields such as instrumental, vocals, audio production, songwriting and the business of music at accredited institutions, enabling them to turn passion into profession.

We also introduced ‘Be a Lil’ Extra’ during the 2025 edition of BookMyShow’s Red Lorry Film Festival. This program extended group health insurance coverage of INR 100,000 ($1,170) per person to over 500 junior artists from the Indian film industry. The initiative recognizes the invaluable contributions of these behind-the-scenes heroes while safeguarding their health and wellbeing.

BookAChange understands that raw talent alone is not enough to propel individuals to professional success – the critical link is access to industry networks and real-world opportunities. By harnessing the power of BookMyShow’s extensive entertainment ecosystem, the initiative offers its beneficiaries a platform to showcase their skills through live performances and curated events. This unparalleled exposure not only inspired them but also gave them a firsthand look at the grandeur and impact of live music performances.

Further extending its reach across generations, the #MusicForAll initiative brings therapeutic music sessions to senior citizen homes and orphanages, reinforcing the healing power of music and its ability to connect, uplift and heal.

Expanding to Delhi, BookAChange supported the Music Bus, a mobile recording studio that has offered over 6,000 young musicians hands-on exposure to songwriting, recording and music production. Each of these programs reflects BookAChange’s belief in the transformative power of music and the performing arts, not just as creative pursuits, but as powerful vehicles for empowerment, expression, and lasting social change.

How do you raise funds?
Through the BookAChange website, along with contributions raised at various events from philanthropists, individual donors and supporters, has contributed to our social impact efforts. This seamless model ensures that ongoing support can be provided to marginalized communities and artistes. Our long-term vision is to build an ecosystem where patrons can contribute effortlessly while we continue forming strategic partnerships with organizations and institutions that align with our mission of impacting lives through music and beyond.

What is the area where Indians need the most help right now?
India today stands at a pivotal juncture. On one hand, we’re witnessing rapid economic growth, digital advancement, and global recognition across sectors. On the other hand, deep-rooted socio-economic inequalities continue to limit access to opportunity, especially in areas like education, healthcare, and the arts. While STEM education and vocational training have seen structured support over the years, creative fields like music and performing arts remain largely inaccessible to those from underprivileged backgrounds, often due to a lack of exposure, mentorship, resources or institutional support.

This is the gap that BookAChange aims to bridge. Our focus is on empowering and uplifting talented individuals from marginalized communities through the transformative power of music and performing arts. We believe the arts are not just a form of expression but a means of creating an avenue to earn a livelihood. By nurturing this talent through music scholarships, training, exposure and community-led initiatives, BookAChange strives to build a more inclusive creative ecosystem—one where passion can thrive regardless of socio-economic barriers.

BookMyShow is at this unique intersection of a Western world beginning to question its unbridled consumerism, while bringing blockbuster entertainment to a market in which more and more people are able to consume entertainment. How do you reconcile these realities, what’s your mission in light of this, in other words: what’s your business philosophy, and does it differ from your personal philosophy?
At BookMyShow, we are striving to consciously and continuously revolutionize entertainment in India and through BookAChange, we aim to be the self-sustaining vehicle that uplifts lives of the underprivileged by giving them access to grow their talent across music and entertainment – an aspect that sees very few opportunities for them to be a part of. We provide this through our initiative, which harnesses the collective spirit of millions of entertainment enthusiasts to drive meaningful change.

Anything you’d like to add?
Looking ahead, our goal is to expand our reach into more communities while diversifying the art forms we support. From introducing innovative music programs to strengthening our presence in performing arts education, we aim to adapt to the evolving creative landscape. Additionally, we also plan to deepen our impact by investing in infrastructure, such as dedicated spaces for creative expression, to provide long-term guidance for artists looking to embark on a professional career in this space.

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