Assured, never loud
The confidence of a builder, not the hype of a promoter. We would rather show you the room than tell you how big it is.
The studio
Ultra X
We build entertainment that outlives the event.
Ultra X
Introducing Ultra X. We build IPs.
Entertainment IPs made in India, for everyone. Each one is a brand people keep coming back to, across live shows, music, content, digital and the partnerships that grow out of all of it. Meet our first two: Bhakti X. Mehfil X.
Ultra X · I
What we stand for
The Creator. Build iconic entertainment IPs that outlive any single event.
Ultra X · What we stand for
Category creator, not event promoter.
We talk IPs, communities and culture, never shows or gigs. A show ends the night the lights go off. An IP keeps the people it gathered and gives them somewhere to go next: the record, the film, the next city, the room where they meet each other.
India-first, globally minded
Rooted in Indian culture, spoken in a global register. The sound starts here and is built to travel.
Something of enduring value
Every IP is designed to be around in ten years: a catalogue, a community and a stage that keep growing between seasons.
Ultra X · II
How an experience is built
Live, music, content, digital, partnerships. Five surfaces, one story.
It starts on stage
Each IP is first a live production: a room, a sound, a night people remember. Twelve cities in season one, across India, the Gulf and the UK.
See the dates
Then it travels as music
Original releases and reimagined classics, on Spotify and YouTube the day they leave the studio. The catalogue keeps touring on its own.
Listen nowContent carries it further
Music videos, concert films, sessions and a documentary a year. Every IP gets a screen.
Digital keeps it close
Xverse, the community across every experience: first access, first listens, member sessions and a say in where the next tour goes.
Partners join an IP
Brands get a place inside the story, on stage, in the releases, in the films and in the community, across a season rather than a single night.
Ultra X · III
The experiences
Two so far. Each with its own sound, its own room and its own page.
Enter an experience
Bhakti X transforms. Mehfil X celebrates.
More on the way
Two more IPs are in the studio for next season. Members hear their names first.
Open call
Artists, writers and producers with an idea in their head: we want to read it.