In October 2008, I travelled to London to see Porcupine Tree, one of the greatest progressive rock bands of all time, perform at Indigo at the O2. With no previous experience attending international shows, I was unsure of what to expect. In hindsight, however, I can confidently say it was a life-changing event. In an era before smartphones, I adeptly navigated the complex infrastructure by following printed instructions I had received via email, making me feel like I was on a treasure hunt with a secret map. Overwhelmed by the experience, I found myself wondering if such large-scale events would ever be possible in India.
Fast forward to 2024, and I feel my question has been answered. According to a year-end report by the online ticketing platform BookMyShow, the year witnessed 30,687 live events across 319 cities—an 18 per cent increase in India's live entertainment consumption compared to the previous year. These events featured superstars like Maroon 5, Dua Lipa, and Ed Sheeran, artists far larger than Porcupine Tree. India is now poised to become a key destination on the world tour maps of major global music acts.
But how did this transformation occur? What key trends and technological innovations have facilitated this remarkable change? The answer may lie in the following factors:
1. Rise of Gen Z: With 377 million Gen Z individuals in India, this generation has demonstrated a strong appetite for experiential living. They prioritise experiences over material possessions and are increasingly open to attending in-person events.
2. Increased Spending Capacity: The average spending capacity of Indians has risen, significantly lowering financial barriers for music events. This wider pool of potential attendees translates to greater marketing opportunities with assured returns.
3. Fear of Missing Out (FOMO): The rise of social media has fostered a pervasive sense of FOMO across generations. Music events attract not only devoted fans but also their friends, who may attend more for social interaction than the music itself.
4. Millennials and Boomers: Both of these generations have long enjoyed music but often lacked opportunities to attend live shows of their favourite artists. With tours featuring icons like Bryan Adams, 50 Cent, and the Backstreet Boys now taking place in India, attendance at such events is at an all-time high.
5. Live Collaborations: It's increasingly common for artists to invite special guests on stage for collaborative performances, enhancing fan engagement and amplifying the buzz around live events.
6. Decline in Theatrical Footfall: The post-pandemic entertainment landscape has shifted dramatically. Movie theatres, once thriving, now struggle to attract large audiences. Instead, people are willing to invest their entertainment budgets into live shows.
7. Ticketing Platforms: Investments in platforms like District and Skillbox have boosted ticket sales. Enhanced marketing efforts, coupled with technical improvements, have stabilised operations on these platforms and built brand trust.
8. Streamlined Payment Gateways: The ease of purchasing tickets has been enhanced by the availability of multiple payment gateways, enabling fast and seamless transactions.
9. Artist-to-Fan Technology: Applications like Bandsintown and IG Broadcast Channels allow artists to connect directly with fans, significantly boosting ticket sales. Often, a personal invitation from an artist is all it takes to persuade a fan to purchase a ticket.
10. Social Media Marketing: Improved targeting on social media has made it both easier and more cost-effective to market events to fans. Moreover, fans often provide additional free promotion by sharing their experiences online.
11. Brand Live Integrations: Brands are seizing opportunities for experiential marketing, particularly for products that benefit from customer interaction. This trend facilitates event promoters in executing successful events while also generating revenue.
12. India as a Key Music Market: International acts are increasingly eyeing India as a major streaming market and are inclined to tour at subsidised costs to enhance their streaming figures.
13. Music Tourism: Traveling to various cities to attend concerts is becoming more popular, supported by reduced airfare and accommodation options from platforms like Airbnb and Oyo Rooms.
14. Increasing Venues: The surge in live events is partly due to the proliferation of venues specifically designed for such performances.
15. More Sponsorships: With marketing restrictions on alcohol brands, the creation of live music intellectual properties and sponsorships has surged, as seen with events like Royal Stag Boombox and McDowell's Yaari Jams, which are also attracting new customers.
16. More Artists: The ease of music production has led to an increase in the number of artists, which in turn contributes to more live performances.
17. Growing Fanbase: As artists consistently release new music, they inevitably gain more fans. A larger fanbase translates to a greater likelihood of drawing significant audiences at live events.
These interconnected factors may explain the remarkable growth of live music events in 2024. It will be intriguing to see which of these elements will play a significant role in boosting the live music industry in 2025.
(The author of this article is Hamza Kazi, Head of Music, Dharma Cornerstone Agency – a music aficionado and an expert in the live events space.)
