Master Mediaworks wants to bring India’s best artistes to Canada
In September 2023, while Kartik Venkatraman of Milton, Ontario, was speaking with his friend, Balaji, about going to a comedy show in the US, when an idea struck them: Instead of flying there to watch the show, why don’t we just bring the artist here?” That simple idea sparked what would later become Master Mediaworks.
Fast forward two years, and Master Mediaworks has set up 10 shows across the GTA and Halifax, ranging from concerts to stand-up comedy, bringing together Canada’s Indian diaspora. Two more are planned in Ottawa and Montréal this November.
In this article, Venkatraman speaks to The Inspired Indian about why Master Mediaworks wants to bring India’s best artistes to Canada, and the plans for the future.
Why did you decide to found Master Mediaworks?
Master Mediaworks is about creating experiences that connect people and celebrating the rich cultural identity we carry with us. I am now its founder and creative head, Balaji is one of the directors, leading our stand-up comedy and entertainment wing, while my wife, Janani, heads our concerts division. Leveraging the strong connections we already had in the Tamil film and music industry, we’ve become one of Canada’s leading Tamil-based event firms, producing events across the country.
Could you tell me about your most memorable events?
The first was ‘Bharadwaj Live in Concert’, featuring the legendary composer himself. It was about honouring his legacy and giving audiences here a chance to relive some of Tamil cinema’s most memorable music. The concert was held in Whitby in July 2024, played to a sold-out audience of over 3,000 people, and really put Master Mediaworks on the map as a major concert production firm in Canada.
The second was ‘Alexperience’ with Alexander Babu, at Meridian Hall during June 2024 in Toronto. It was a three-and-a-half-hour musical stand-up experience with a 2,000+ audience and performing at such an iconic venue was a milestone moment for us. Both these events were held over a two-week period: Our brain was fried running with planning for these events, but the outcome was very rewarding.
What are the challenges in bringing South Asian performers to Canada?
The biggest challenge is scheduling: many are extremely busy, and dates often clash with holidays here. Visas and paperwork can also be unpredictable, while logistics and costs – from venue coordination to production setup – require a lot of planning and upfront investment.
Travel is a major cost because you’re flying full teams from halfway across the world. Then there are visa fees, accommodation, production, and venue costs, all of which are significantly higher here compared to India. The South Asian population is also spread across a few major cities like Toronto, Vancouver, Calgary, Edmonton, Montreal, and Halifax, so reaching everyone means planning a location carefully or sometimes even multiple shows, and heavy logistics.
Then there’s production: like pyro, lighting, and sound are extremely expensive in Canada. If you want the show to feel world-class, you have to invest in high production value, but we have limited venues that offer the right capacity, acoustics, and availability. Matching artist dates with venue openings is often like solving a puzzle. But seeing a packed auditorium and the community’s excitement makes all that effort completely worth it.
Legendary composer Bharadwaj played to a sold-out audience of over 3,000 people, putting Master Mediaworks on the map as a major concert production firm in Canada.
Wow! So how do you offset these costs?
It is definitely a challenge. Ticket revenue remains our main source of income: post-COVID, corporate sponsorships have slowed down. But there’s a strong case for sponsors to come onboard. Our events offer huge brand visibility and direct engagement with a highly active and loyal community audience.
They are also seen by influencers, artists, and families across Canada who follow the content online. I think more brands will begin to see the value in associating with cultural and entertainment platforms like ours as the market matures.
In which areas/cities in Canada are South Asian entertainers most popular?
The Greater Toronto Area is where South Asian entertainment really thrives. It has the largest and most diverse South Asian community, whose members speak languages such as Tamil, Hindi, and Punjabi. Audiences are willing to travel and support big shows. Vancouver also has a strong base, though it’s more Hindi- and Punjabi-focused.
We’re now seeing emerging pockets in Ottawa, Montreal, and Halifax, but those cities still have smaller community sizes. I’m optimistic that as these communities grow, we’ll soon be able to bring major productions to every corner of Canada.
What are your future plans concerning Master Mediaworks?
We want to move beyond community-level shows and start producing large-format events with 15,000+ audiences not just Tamil or South Indian concerts, but also Bollywood, independent, and even global acts. The goal is to make Master Mediaworks a one-stop destination for high-value, world-class productions in Canada, something at par with the biggest shows you see internationally.
It’s our way of giving back to the community, by bringing world-class entertainment and unforgettable experiences to audiences here in Canada.