Exclusive sets from The Orchard Festival 2024, Friday down in the cellar.

Mr C Cellar Friday

Vijay is the Commercial Director of Last Night A DJ Saved My Life Foundation. With a background in music marketing and advertising, he is also a professional-level DJ, producer, promoter and sound engineer. 

In the 1990s, he pioneered dance music marketing, recognising that no brand was tapping into the bubbling culture of underground parties and emerging dance music festivals at the time. His vision inspired the telecommunications giant Ericsson to take “a huge commercial risk”  by associating their brand with dance music. This partnership culminated in a five-year collaboration with the massive commercial festival 'homelands,' which was managed at that time by Melvin Benn, now with Festival Republic.

Vijay gained valuable experience during his time at MTV, where he launched their mobile music services and worked with various major and independent record labels to monetise their mobile content offerings. 

In the past decade, Vijay has been involved with marketing agencies  and clients specialising in music marketing and established an advertising agency in South Africa.

His love for dance music continued, and In 2018, Vijay co-founded The Orchard Festival. Set in the stunning Somerset countryside, Orchard proudly occupies the end of August bank holiday weekend, where Legendary DJs such as Eddie Richards, Terry Francis, Mr C, Colin Dale and Trevor Fung are just a few of the greats that bring their world-class sounds to what has truly become ‘the most cherished closing party the UK underground scene has to offer’.

Most recently, Vijay focuses on growing the Last Night A DJ Saved My Life Foundation. After earning a 1st class honours degree from SAE Institute post-COVID, he now works as a FOH and Monitor engineer in the live sound industry. He continues to pursue his passion for DJing and aims to excel as a recording, mixing, and mastering engineer.

The future ? Just ask me :)

Mr C Cellar Friday

vijay