In the 70th episode of Jam with Sam, we had the pleasure of hosting Ashish Manchanda, a renowned sound engineer, music producer, entrepreneur, and the co-founder of Boon Castle Media & Entertainment Pvt. Ltd. From working with Michael Jackson’s legendary producer Bruce Swedien to revolutionizing the Indian music and media industry, Ashish’s journey is an inspiring blend of passion, risk-taking, and artistic innovation.
In this conversation, he shares his early struggles, experiences in the US, groundbreaking projects like Dev D, and his vision for the future of India’s music industry.
A Musical Beginning: From Pune to the World
Ashish’s early years were spent in Pune, where he was drawn to music from an early age. Inspired by live bands in school, he picked up the drums in the 6th grade and soon became fascinated with music production and sound engineering.
Unlike the traditional career paths of his engineer father and doctor mother, Ashish was driven by an entrepreneurial spirit. He realized that India lacked formal training in sound engineering, pushing him to explore opportunities abroad.
Determined to master the craft of music production, he embarked on a journey of self-learning, spending hours at the British Council Library, photocopying books on sound technology, and researching global universities before finally enrolling at Full Sail University in the US.
Working in the US: Lessons from Legends
Ashish’s career took off in the early 90s, when he landed his first job with Ranjit Barot, one of India’s top music producers. However, his hunger for bigger, cinematic sound production led him to move to the United States.
The Game-Changing Mentor: Bruce Swedien
In New York, Ashish had a once-in-a-lifetime opportunity to work with Bruce Swedien, the legendary producer behind Michael Jackson’s Thriller, Bad, and Dangerous albums.
Bruce’s wisdom, work ethic, and artistic excellence shaped Ashish’s approach to sound design and production. The experience was so impactful that Ashish was even featured in Bruce’s book, “In the Studio with Michael Jackson.”
During his time in the US, Ashish also worked with FNL Music, a company responsible for recording Grammy Awards, U2 tours, and Metallica concerts. This period gave him first-hand exposure to world-class music production and live sound recording.
Bringing Hollywood-Style Sound to Bollywood
Ashish’s return to India was motivated by a mission—to bring global-quality sound production to Bollywood and independent music.
His first major breakthrough came with Khosla Ka Ghosla, where he worked on the sound design and production. The film’s success encouraged him to push boundaries in Indian cinema.
However, it was Dev D (2009) that cemented his reputation as a game-changer. The experimental sound, live-recorded music, and innovative mixing techniques gave Indian cinema a fresh, international sound, earning him the Indian Recording Arts Academy (IRAA) Award.
Some of his most iconic projects include:
- Khosla Ka Ghosla – Redefining indie film sound
- Dev D – Introducing new-age cinematic soundscapes
- Coke Studio India – Bringing live music to television
- MTV Unplugged India – Adapting the iconic global format for India
- Commonwealth Games Opening Ceremony – Capturing the sound of India for the world
Entrepreneurship: Building India’s Music Ecosystem
Recognizing the lack of structured training in sound engineering, Ashish and his wife Ujjla Manchanda founded Media Tribe, an institute aimed at raising the production standards in India’s music, television, and film industries.
This led to the creation of Boon Castle Media & Entertainment Pvt. Ltd., a multi-vertical entertainment company that includes:
- Flying Carpet Productions – Music and sound production
- Innovation – Video production and creative storytelling
- Media Tribe – Training and talent development
- The Platform – Live events and experiential entertainment
- Springboard Records – Independent music label
Through these ventures, Ashish is mentoring the next generation of artists and sound engineers, ensuring that India’s music industry reaches global standards.
Totem Pole: Creating a Youth-Driven Music Movement
One of Ashish’s most ambitious projects is Totem Pole, a music festival aimed at young talent. Unlike alcohol-fueled music festivals, Totem Pole is a family-friendly event that provides a platform for emerging artists to perform, learn, and grow.
His vision is to nurture independent musicians, just like global icons Beyoncé, Adele, and The Eagles, who don’t rely on Bollywood for success.
Totem Pole is part of Ashish’s larger mission to break the Bollywood monopoly on music and create a thriving independent music industry in India.
Challenges in the Indian Music Industry
Ashish candidly discusses the biggest problems in India’s music ecosystem:
- Music Plagiarism & Originality
While copying music has always existed, Ashish believes that true creativity lies in how artists combine elements to create something fresh. He notes that good composers borrow, but great composers steal intelligently. - The Need for Copyright Protection
Music piracy and lack of proper royalty structures prevent artists from making a sustainable living. Ashish is actively working towards establishing copyright laws that ensure musicians get paid fairly. - Financial Struggles of Artists
In India, musicians, producers, and sound engineers often struggle to get paid. Unlike the US music industry, where artists earn from album sales, streaming, and royalties, India’s model is still heavily dependent on Bollywood.
Through his companies and mentorship, Ashish is working to change this landscape, ensuring that music creators receive fair compensation and long-term financial security.
Redefining India’s Soundscape
Ashish Manchanda is not just a sound engineer or music producer—he is a visionary entrepreneur, educator, and mentor who is transforming India’s music industry.
From working with global icons like Bruce Swedien to building institutions that nurture new talent, he is committed to bringing India’s music industry to global prominence.
With initiatives like Boon Castle Media, Media Tribe, and Totem Pole, Ashish is creating a sustainable future for independent musicians, sound engineers, and entertainment professionals in India.
His journey from Pune to New York to Bollywood and beyond proves that with passion, persistence, and innovation, one can redefine an entire industry.
About Ashish Manchanda:
Ashish Manchanda is an award-winning sound engineer, music producer, and entrepreneur. He is the founder of Boon Castle Media & Entertainment Pvt. Ltd. and has worked on projects ranging from Dev D, Khosla Ka Ghosla, MTV Unplugged, and Commonwealth Games to international productions. With over two decades of experience, he is actively shaping India’s next-generation music and entertainment industry.