When you think of a college drop-out who's into heavy metal music, you're likely to conjure up some unflattering images.
But then Mumbai-native Vijay Nair has always been one to defy stereotypes.
For the last seven years, the 25-year-old former commerce student has poured his heart and soul into India's underground music industry, along the way becoming one of the indie scene's best known band managers, festival directors, video producers and record label owners.
And now his hard work is paying off. Literally.
On May 14, Vijay was felicitated in the UK as the British Council's International Young Music Entrepreneur of the year, beating out eight of the world's best and brightest young music entrepreneurs with his highly innovative, sustainable business model, which centres around Only Much Louder and its subsidiaries, all of which Vijay helped to create.
Only Much Louder was the first artist management company for indie bands in India. From OML spawned first Counter Culture Records, a viable distribution option for underground acts with no major label support, and later Babblefish Productions, the video production arm of OML, which aims to give artists a visual identity through music videos, documentaries and podcasts.