A partnership proposal from LURU Magazine
Issue N°05:
The Music Edit, live.
Sun 20 Sept · The Humming Tree
Breaking battle · Rap cypher · Thermal And A Quarter
There is no wristband: entry is a copy of Issue N°05, so every person in the room goes home holding the magazine. We are looking for one partner to put their name on the night. This page shows exactly where the money goes.
Doors 5 PM · Holds 400–600 · The ask: ₹10 lakh →
ಲುರು · Drag the record · spin hard
01 / The run of show
Doors at five. Three acts, back to back.
The issue prints its contributors as Side A and Side B. The night keeps the same order: the floor, then the mic, then the band.
SIDE A
5:30 PM Monsoon JamSixteen breakers, one-on-one, all styles. Judged by Naser of Jordindian; Beep on the mic. 90 MIN 7:15 PM Clan Bokka Phod & Co.Fifteen-plus MCs in Kannada, Dakhni, Tamil, Hindi and more, and an open cypher. 120 MINSIDE B
9:30 PM Thermal And A QuarterThirty years of Bangalore rock closes the night. 90 MIN02 / Act one · 5:30 PM
Sixteen breakers, one floor.
Monsoon Jam is our own event, back for its second edition. Sixteen b-boys and b-girls battle one-on-one, in breaking and all styles, for a ₹30,000 purse, with a femme showcase between rounds. Naser of Jordindian will judge the event. Before YouTube he was b-boy Nas, Battle of the Year 1v1 champion in 2011. Beep, the other half of the duo, will be the MC. BBoy Shawn of Black Ice Crew programmes the battle. These photographs are from the first edition, July 2025.
Photographs: LURU · Monsoon Jam 2025
Watch · Vainko, with Brodha V
Watch · Smoke Shisha Play FIFA
03 / Act two · 7:15 PM
Rap in the languages this city speaks.
Bengaluru's rap scene works in Kannada, Dakhni, Tamil, Hindi and more, and this act puts it on one stage: fifteen-plus MCs and beatmakers, led by Clan Bokka Phod, with an open cypher for the city's own. CBP have been building the scene since 2014, and Pasha Bhai's Bangalore Ka Potta (2022) is reported as the first full-length album in Dakhni; Rolling Stone India wrote the feature. He is in the pages of Issue N°05.
Featuring · follow the artists
Watch · Bengalore Ki Daastan
Watch · Khuda Gawah, six MCs, one take
04 / Act three · 9:30 PM
Thermal And A Quarter close the night.
Formed in August 1996, thirty years old this year. Eight studio albums. They opened for Deep Purple in 2001 and Guns N' Roses in 2012, and they played the new Humming Tree in June. Bruce Lee Mani is in the pages of Issue N°05.
Watch · Meter Mele One-and-a-half
Watch · Paper Puli · 25 years, live in Bangalore
The pages and the stage
The issue lists its writers as a tracklist. Two of those names are on this bill.
Pasha Bhai and Bruce Lee Mani are printed in Issue N°05 and standing on its launch stage.
05 / The room
The Humming Tree, in its first year back.
From 2013 to 2019, The Humming Tree was the room Bengaluru's independent music grew up in: Skrillex, Anderson .Paak, Ratatat and The Vaccines all played it. It reopened in January, purpose-built, 12,000 square feet, in Indiranagar. We have the room for Sunday 20 September.
We have filled rooms before. Our last launch ran two days at Sabha and drew over a thousand people; Monsoon Jam and Pasha Bhai both played it to capacity.
Launch venue763, 100 Feet Road · Indiranagar · Bengaluru ↗
06 / The ticket
The magazine is the ticket.
Entry is a copy of Issue N°05: the city's music, in print. Everyone in the room goes home holding it, and reads it long after the night. LURU is Bengaluru's independent print magazine: four issues so far, 3,700-plus copies in circulation, no advertising in its pages, a Kyoorius Design Award in 2025.
07 / Beyond the room
The night walks around the city afterwards.
Every issue gets its own run of handmade totes: a new design each time, more than a thousand sold so far. For N°05 the run is limited edition with a mirror design; every earlier issue's has been colour. Add the newsletter (about a thousand readers, half of whom open it), 12,300 on Instagram, and film and photography from the night itself, and the event is promoted for weeks before, then carried around Bengaluru for years after.
08 / The money
Eight of the ten lakhs is artist fees. Two stages the night. Ticket sales pay for the magazine in everyone's hands, and LURU carries the print run, the design, the film and photography crew, and the team.
Every fee on the bill: the breaking battle's judges, MC, DJ, femme showcase and ₹30,000 winners' purse; the fifteen-plus MCs of the rap showcase and open cypher; and the headline set.
Sound and the tech rider over the venue's house rig, the battle floor, staging and screens, transport, trophies, and the crew that runs the night.
Figures are planning caps, agreed line by line in the partner agreement.
Talk to us about 20 September09 / The partnership
What comes back.
The night carries your name
"Presented with ___" on the posters, the tickets, the screens and the stage, from sign-on to the last encore.
Sole partner
Yours is the only brand on the night. No co-sponsor, no competing logo. The venue's own bar stays as it is.
Content rights
Film and photography from the night, shot by the people who shoot the magazine. Cleared for your organic social and internal use; paid media needs the artists' sign-off, which we arrange with you.
Presence in the room
Bar or brand presence, sampling and signage, arranged with the venue's licence. The room holds 400–600; we are planning a full one, and we report the final count.
Association with the issue
LURU's pages carry no advertising. Sponsors fund the night, never the writing. That is exactly why the association means something.
Audiences that don't overlap
Jordindian's viewers, the city's rap underground, TAAQ's thirty years of listeners, the venue's following, and LURU's readers, in one room.
Try it
Your name, in place.
Presented with your name here
The poster
LURU N°05 · LIVE AT THE HUMMING TREE
PRESENTED WITH
YOUR NAME HERE
The ticket · a belly band on every copy sold on the night
ADMIT ONE + ISSUE N°05
YOUR NAME HERE
The stage screen
TONIGHT · WITH
YOUR NAME HERE
10 / By invitation
We are bringing this to a few brands only.
LURU's pages carry no advertising, so a night like this is the only way a brand works with the magazine. We would rather have one right partner than many logos. If this link reached you, we think the fit is real.
The practical bits
₹10 lakh plus GST as applicable, invoiced by DERS LLP.
A yes by Monday 17 August puts your name on the announcement, the print run and the posters. The night goes public the week after.
The line-up locks with the artists' signatures before your name goes to print.
A short partner agreement in plain language covers payment and the rest.
Within two weeks of the night: tickets sold, the final room count, and your footage delivered.
editor@lurumagazine.com