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Country Profile: India

The world’s leading promoters & the 55 top markets they operate in.
Click the interactive map below to explore the top 55 global markets.

With events and festivals springing up across the country following the end of Covid; major venues and arenas under construction or conversion to combat
a historical shortage; and a strong demand from middle-class ticket-buyers into international acts and mainstream genres from pop to hip-hop and rock, India is an increasingly attractive territory for major artists.

As we went to press, Warner Music Group (WMG) acquired India-based live events and artist management company, E-Positive.

WMG says that the deal strengthens its position in the market and will allow its artists “to tap into new expertise in brand partnerships and live events.”

E-Positive will continue to act as a standalone company and will be led by founder and CEO Naushad Khan, who has promoted more than 15,000 shows in the market.

Karan Singh, CEO of Sunburn Festival and chief operating officer at Percept Live – one of the country’s prime promoters, focussing on electronic music – recently sold 105,000 tickets for an eight-city run by DJ Martin Garrix, the country’s biggest- selling tour ever.

“India is a destination that all of the big international acts are seriously considering touring.”

“India is a destination that all of the big international acts are seriously considering touring,” says Singh. More of the big acts recognise that a large percentage of the fans come from India and therefore consistently touring the market is important for them, too. The biggest markets are Mumbai, Bengaluru (formerly Bangalore), and Delhi but even beyond that we managed to do eight cities with Garrix, so there’s obviously other markets that are also coming to the forefront.”

With progress being made to simplify the knotty processes for event licences (each of 28 states have different rules and many major venues are government-owned), promoters such as Percept, AGP World, and DNA Networks expect the market to grow strongly in the coming years, as major outdoor events in the typical Indian season (October to March) shift from purpose-builds on barren sites to newly available concert spaces. “Infrastructure is the big challenge,” says Singh.

“Then it’s a question of how long it’s going to take for the macroeconomics to get to the point where India is on a par with some of the larger markets in the Western world. Is it going to be a three-year or five-year or a ten-year thing? I definitely believe that the market is on its way there.”

There has been a psychological shift in the audience here, too, as demand for international stars such as 50 Cent begin to rival the historically huge Bollywood events. “Going to events and festivals is slowly becoming habit-forming,” Singh says, citing a strong grassroots EDM scene, the thriving college festival circuit, and boutique festivals set in India’s many picturesque locations drawing both local and international audiences. “The opportunity is massive because we have a burgeoning young population who are very exposed globally.”

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