By Srishti Das
Collaboration: SkillBox - Anmol Kukreja, Roydon Banghera
Edited by: Mayuyuka Kaunda
During India's post-pandemic live entertainment resurgence, the Backstreet Boys' concerts in Mumbai and Gurugram this year were fully booked, and Lollapalooza's debut in Mumbai drew 60,000 attendees. SkillBox reported a 5x increase in platform listings, with electronic music leading, followed closely by Hip-hop. Tier II and III cities, including Indore, emerged as live music hotspots. Even on the less mainstream side, eight thousand plus people attended Tale of Us at NSCI Dome in Mumbai last November, and over fifteen thousand came out for Boris Brescha at the same venue in May this year - almost doubled in just over six months. While comparing the two shows, many other factors must be considered. It is still clear that the appetite for live music experiences across genres and sizes is increasing in the Indian market.
Events span diverse genres and sizes, from dance parties to rock gatherings and food and alcohol festivals. This diversity allows artists and organisers to create unique experiences for music enthusiasts. In this changing landscape, artist strategy teams must develop well-structured growth plans, collaborating with local partners for more than a one-off event partnership.
Navigating International Artist Quotes and Fostering Sustainable Growth in India's Evolving Live Music Landscape
Securing the right rates for international artists in India poses a challenge for promoters and organisers. While the country's appetite for music is rising, large-scale live shows are still relatively new to its entertainment scene. However, the expectation of standardised rates for international artists can hinder emerging industry players, leaving music enthusiasts yearning for diverse live experiences.