Hitting the highs and high notes: India’s journey as the next international concert hub

 

The music scene in India has seen phenomenal growth post-2020. Recently, the country has emerged as a major hub for international music festivals and concerts. While Indian artists like Diljit Dosanjh, Karan Aujla, and Hanumankind have become international names with sold-out concerts and monumental global streams, many global artists have recognised India’s potential as a market with a diverse audience. This attention comes not just from artists but also from major event organisers. Kirk Sommer, Global Co-Head of Music at the touring giant William Morris Endeavor (WME), has predicted India to become a major hub for international concerts, as well as a launchpad for Indian artists onto international stages.

 

Last year, India was a host to nearly 15 international stars for standalone concerts. What makes this figure all the more noteworthy is that these artists were not a part of any of the multiple music festivals happening across the country. From the vibrant atmosphere at Coldplay’s Music of the Spheres tour to the adrenaline rush from Guns N’ Roses, Indian citizens’ appetite for live music and the concert turnouts have grown quite exponentially.

 

Furthermore, this growth isn’t just limited to metropolitan centres—Tier 2 cities like Kochi, Indore, and Ahmedabad are now part of India’s concert circuit. According to Luminate Data, India houses the second-largest streaming market in terms of on-demand audio and video, which might also be a guiding factor.

 

Back in 2016, Coldplay’s Hymn for the Weekend music video had taken the world by storm with its representation of India and the festival of Holi. Over nine years later, Ed Sheeran dropped the music video for his latest single, Sapphire, which again created a buzz on all social media platforms. The British singer-songwriter wrote and recorded the pop ballad in Goa during his India tour last year, while also working on its music video. Shot across Hyderabad, Kolkata, and India’s rock-and-roll capital, Shillong, the song featured a collaboration with Arijit Singh and a surprise cameo by none other than the ‘King of Bollywood’ Shah Rukh Khan. The video successfully blended Western pop with Indian soul and successfully showcased a symbolic moment of cross-cultural celebration.

 

In addition, the market is abuzz now that Rolling Loud, the international hip-hop festival, has officially announced its launch in India. This marks yet another huge leap in the country’s music festival evolution. Known for hosting some of the biggest names in rap and hip-hop, Rolling Loud’s entry into the Indian concert space and its reception is further proof of the country’s market influence as well as the youth-driven demand for such events.

 

However, this growth is not without challenges. The Coldplay concert witnessed a vast number of people stuck in the booking queue, many of whom ultimately would not reach their booking slot in time. The Guns N’ Roses concert saw a long line of concertgoers outside the stadium, which went up to five kilometres. Logistics still has a long way to go before India can meet this booming demand. But there is an undeniable scope in India’s markets which many artists are beginning to notice. The coming years might see a complete revamp of concerts as we know them.

Entertainment