Reuniting sneakerheads and street culture with music in Hyd

In a world where fashion meets function and style merges seamlessly with comfort, a cultural phenomenon transcends mere footwear: sneakers. These versatile shoes have evolved from humble athletic gear to coveted symbols of self-expression, rebellion, and individuality! With a rich history rooted in sports, music, and street culture, sneakers have become more than just a fashion statement; they reflect personality, passion, and creativity.
Nestled in the bustling streets of Hyderabad lies Superkicks, a haven for sneaker enthusiasts and fashion aficionados alike. Founded by the visionary Sangeet Paryani, it stands as a beacon of style and innovation, offering a curated selection of the world’s leading sneaker brands under one roof. From the iconic swoosh of Nike to the timeless stripes of Adidas and the classic silhouettes of Reebok, Puma, Asics Tiger, New Balance, Vans, and Fila, it boasts a diverse array of footwear that caters to every taste and preference.
Recently, Superkicks made its mark in Hyderabad with the inaugural edition of its beat camp, marking a significant milestone in the city’s music scene. Building on the success of previous music sessions, it has established itself as a dynamic force in the realms of fashion and culture.
At the core of the cultural initiatives was a deep appreciation for music and its transformative power, especially in today’s musical landscape, where accessibility and inclusivity reign supreme. Gone are the days when aspiring artists needed access to expensive studios or high-profile connections to kickstart their musical journey. Instead, the democratisation of music production has opened doors for anyone with a laptop and a few instruments to realise their creative vision.
Through a blend of online courses and pure passion, individuals can now embark on their musical odyssey, learning the ropes of beat-making, production, and composition from the comfort of their own homes. Superkicks recognised and celebrated this democratization of music, championing the cause of lowkey artists and providing a platform for them to showcase their talent in Hyderabad.
Beginning with the beat-making workshop, it was expertly orchestrated by the Audio and Music Production Club (AMP), a dynamic collective co-founded by Divyansh Choudhary and Anish Devnoor. These visionary leaders are students at the prestigious BITS Pilani Hyderabad campus, where their passion for audio and music production has sparked a vibrant community of like-minded individuals. In their innovative approach, AMP seamlessly integrated musical beats with the ambient sounds of Hyderabad’s bustling streets, incorporating elements such as ringing bells and bustling traffic into their compositions. This fusion of urban sounds with musical rhythms added a dynamic dimension to the beat-making workshop, capturing the vibrant essence of the city in each composition.
In an innovative twist, participants were invited to shape the beat-making process by selecting a traditional song from three samples through a live poll. Once the audience made their choice, AMP Club artists worked their magic, transforming the selected track from its traditional roots into a mesmerising masterpiece.
Employing advanced techniques such as distortion beats, stereo separation, and meticulous mastering, the duo infused the song with new life and dimension. With expert precision, they controlled the loudness of each element, ensuring a balanced and dynamic sound.
But the creativity didn’t stop there. To further elevate the composition, incorporate unconventional sounds, including those generated from a simple bottle. With ingenuity and skill, they seamlessly integrated these unique elements into the song, adding layers of texture and intrigue.
The result was nothing short of astonishing! What began as a traditional melody evolved into a captivating fusion of old and new, bridging the gap between tradition and innovation. As the final notes filled the room, it was clear that the AMP club and their audience had created something truly remarkable—a musical masterpiece that defied expectations and captivated the senses.
Jatin Tambe, a rapper handling music programs at Superkicks, said, “Discovering them on Instagram, I was intrigued by their mature demeanour as they traversed the streets of Hyderabad. Despite being in their early twenties, these 22 and 23-year-old individuals exuded a level of sophistication beyond their years. Now, as a smaller group gathered around, they began to explain their technical process. Though the intricacies of their work may seem daunting, the members of the AMP club are dedicated to simplifying complex concepts. While their expertise may initially appear beyond reach, their approach is inclusive.”
Attendees were treated to a captivating music-listening session led by none other than Kevin Shaji, also known as Pinacolada Blues, a talented music producer who is a solo electronic indie artist from Kerala. Known for his songs like Tera Nishaan, Raabta and Butterfly, joining him were Damini and Nikitha, gifted singers who brought their unique flair to the performance.
Together, they serenaded the audience with a selection of Malayali tracks and previews from their upcoming album, including the hauntingly beautiful Medusa. This track delved into the complexities of toxic relationships, weaving a poignant narrative that resonated with listeners.
Additionally, they showcased some of their previously released songs, including the emotive Red Lights, which explored the theme of heartbreak and the aftermath of a breakup. Through soulful melodies and heartfelt lyrics, they transported the audience on a journey through the highs and lows of love and loss.
Nikitha shares, “I hail from Kerala. Currently, I’m pursuing my master’s degree, but my true passion lies in music. Today, I had the privilege of sharing my love for music with you all by performing a few Malayali songs and a Hindi track, in Hyderabad. One of the highlights of the session was singing Butterfly, a beautiful Malayalam song that holds a special place in my heart. Singing alongside Kevin has been an enriching experience as well. Despite juggling a job, he puts his heart and soul into producing songs, giving them depth and texture with his compositions and background work. Together, we strived to create music that resonates with our audience and evokes emotions.”
Kevin Shaji, Damini, and Nikitha proved to be a dynamic trio, captivating listeners with their artistry and leaving a lasting impression long after the session came to a close.
The workshop featured a special pop-up by NAIN, a label founded by Naina Bhandary. Known for its exquisite handcrafted luxury clothing, NAIN has made waves with its spring and summer collections showcased at the prestigious Lakme Fashion Week. Now, these coveted pieces are available at Superkicks Hyderabad.
Following the informative beat-making session and melodious singing and listening sessions, the event transitioned seamlessly into an electrifying after-party starting at 8 p.m. As attendees sipped on cocktails and engaged in lively games, the atmosphere buzzed with excitement and anticipation.
As the night unfolded, guests grooved to the catchy beats and soulful melodies, dancing the night away and revelling in the euphoria of the moment. With each song, the energy soared higher, creating an unforgettable experience for all who attended.
In the heart of Hyderabad, Superkicks’ beat camp was more than just a gathering of music enthusiasts; it was a celebration of the transformative power of music to unite, inspire, and elevate.