This week on LEARNING OF THE WEEK, we explore the rise of India’s live concert scene and how it’s driving the growth of the experience economy in the country.
The BOOM of Concerts in India
The concert culture in India is thriving. Global icons like Coldplay, Ed Sheeran, and Shawn Mendes have drawn massive crowds, while homegrown stars such as Diljit Dosanjh and Karan Aujla are selling out venues across the country. And what’s striking about this excitement is that it isn’t just limited to metros cities, Tier-2 cities are also witnessing packed arenas and surging fan enthusiasm.
This momentum is only growing. Artists such as Travis Scott and Guns N’ Roses are set to perform in India later this year, with even rumours of a Linkin Park reunion tour. As more international acts recognize India’s potential, the country is quickly cementing its place in the global concert economy.
But this wave isn’t just about music. It reflects a broader shift toward what is termed “the experience economy”. Increasingly, Indians, especially the younger generation, are choosing immersive experiences such as live events and festivals over material possessions. It’s no longer just about owning things; it’s about creating lasting memories.
Why are Concerts becoming so Popular?
What was once a rare experience is now a cultural movement. From sold-out stadiums to fans traveling across states, concerts in India have become a widespread phenomenon. Several key forces are driving this shift:
- Experience over Ownership: Young Indians are prioritizing experiences over material goods. Concerts offer an immersive escape, blending music, energy, and social connection. With rising disposable income, fans are more willing to spend on these shared moments.
- Streaming has changed the game: Platforms like Spotify and YouTube have made global music easily accessible, building fanbases eager to see their favorite artists live. India is now the second-largest streaming market for many global performers—making it a must-stop on world tours.
- Music tourism & expanding reach: Fans now travel from smaller towns to attend major concerts. Coldplay’s Ahmedabad show, for instance, attracted audiences from over 500 cities, showing how widespread the demand has become.
- Corporate sponsorship & better infrastructure: Major brands are now backing concerts as marketing tools. With improved event management, better venues, and streamlined ticketing, large-scale events are becoming increasingly viable.
- The social media effect: Concert culture thrives online. Fans share their experiences, creating a ripple effect that draws more people in. As artist Armaan Malik puts it, the “FOMO factor” drives attendance—even among casual listeners.
The Business behind Concerts: How do they make money?
Concerts today are multi-crore productions with complex financial frameworks. As India becomes part of the global live entertainment ecosystem, these events are unlocking revenue across industries—from food stalls and VIP passes to branded sponsorships.
Revenue streams:
- Ticket sales – This is the biggest revenue stream. Coldplay’s Mumbai concert alone is estimated to have earned Rs. 322 crore from 1.8 lakh tickets.
- Sponsorships & brand partnerships – Major brands contribute Rs. 250-300 crore to large concerts. Companies like BMW and DHL partner with tours for co-branding and exposure.
- Merchandising – Concert-exclusive items such as T-shirts, posters, and digital collectibles generate additional revenue. For global artists, this can be a significant revenue stream.
- Food & beverages – Hospitality spending during major concerts is estimated at Rs. 143–179 crore over three months, often shared between vendors and organizers.
- Premium packages – Premium experiences like front-row seats, backstage passes, and meet-and-greet sessions generate extra income by catering to high-paying fans.
(*Approximate figures based on industry insights)
Key costs:
- Logistics & Staffing – Event management requires security personnel, coordinators, and ticketing teams, alongside transportation and accommodation costs for artists and crew.
- Artist Fees – The biggest expense, with global stars commanding crores per show, directly influencing the event’s budget.
- Venue Costs – Renting large stadiums like Narendra Modi Stadium (Ahmedabad) and DY Patil Stadium (Mumbai) involves significant fees, negotiated based on location and capacity.
- Production Costs – Stage setup, lighting, sound, and security are crucial, with high-end technology and personnel ensuring smooth execution.
- Marketing & Promotion – Concerts rely on digital ads, PR, and influencer campaigns to maximize ticket sales, with companies like Live Nation overseeing event promotions.
(*Approximate figures based on industry insights)
Add to this government permissions, platform fees, and even sustainability efforts, and it’s clear that running a concert is a high-risk, high-reward business.
The Ripple Effect
Concerts generate far more than just ticket revenue—they fuel entire local economies. During Coldplay’s Ahmedabad concert, flight bookings spiked 350%, hotel rooms sold out, and restaurants, bars, and delivery services reported booming sales. These events also create gig jobs—from security personnel to tech crews—while brands capitalize on event buzz for marketing.
According to a Bank of Baroda report, concerts triggered Rs. 1,600–2,000 crore in spending over just three months. Much like Swiftonomics in the West, India’s concert culture is becoming a powerful economic engine.
The Future of Concerts in India
India’s live music industry is entering a pivotal growth phase. With the market projected to expand from Rs. 8,800 crores in 2023 to Rs. 14,300 crores by 2026, the country is rapidly positioning itself as a serious player on the global concert map. And this momentum is not limited to in-person experiences. Digital platforms are transforming how fans engage with music. Coldplay’s concert drew over 83 lakh live viewers on JioHotstar, highlighting the growing potential of livestreamed and hybrid events.
Also, a potential game-changer in how concerts are experienced and how artists interact with fans could come with advances in VR and other immersive technologies, blurring the lines between physical and virtual performances
Challenges that need Fixing
But rapid growth brings its own set of hurdles. India’s concert ecosystem still grapples with inadequate infrastructure, crowd control issues, regulatory red tape, and escalating ticket prices. Practices like scalping and a lack of price transparency have made access difficult and, at times, exploitative for genuine fans.
Industry insiders caution that even one poorly handled event could impact India’s credibility as a global touring destination. For long-term success, the focus must shift toward robust planning, policy support, and audience-centric experiences that prioritize safety, affordability, and convenience.
Closing Thoughts
Even with these challenges, the potential of live experience remains undeniable. With a young, experience-driven audience, rising income levels, and growing global attention, India is on the cusp of a concert revolution.
What happens next hinges on the industry’s ability to evolve alongside the market. If stakeholders commit to resolving foundational issues, investing in infrastructure, and innovating both physically and digitally, India will not only host the world’s top artists—it will become an essential stop on every major global tour.
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Happy Investing!!!
Disclaimer: These insights are based on our observations and interpretations, which might not be complete or accurate. This newsletter is for educational purposes only and is not intended to provide any kind of investment advice. Please conduct your own research and consult your financial advisor before making any investment decisions based on the information shared in this newsletter.
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