India’s entertainment landscape is experiencing a dynamic shift, fueled by an evolving cultural appetite, infrastructural advancements, and increasing disposable incomes. The opening of grand stadiums like Narendra Modi Stadium in Ahmedabad and the improvement of concert-friendly infrastructure have paved the way for large-scale live events. As India's middle-class population shrinks and spending power rises, the concert economy is booming, making the country an attractive destination for global touring artists and music festivals.
Even Prime Minister Narendra Modi has acknowledged this shift. In a recent interview, he stated that the cultural and creative economy of India is a growing force. As we build world-class venues and provide global-standard experiences, we see an influx of international artists and a strengthening domestic music industry.
In order to gain deeper insight, we reached out to Saurav Ghosh, who takes care of Music Programming & Outreach, for the Nita Mukesh Ambani Cultural Centre (NMACC). Saurav is a seasoned percussionist and drummer and has been in the music industry for several years. “From the time I first touched a drum set at the age of 11, I knew music would always be a part of my life”, he shared. His career evolved from being a performer to curating live music experiences, giving him a unique perspective on India’s rising concert economy.
Historically, careers in music were not as respected as traditional professions like medicine or engineering. However, Ghosh believes this mindset has changed. “Back in the day, if your name was on TV, you did something right but if not, you had no prospects. But today, having a career in the creative arts is no longer frowned upon, giving young individuals the momentum they need.”
This openness has translated into a thriving live music culture. The recent success of international concerts, such as Coldplay, The Chainsmokers, Post Malone, Dua Lipa, and even Punjabi superstar Diljit Dosanjh selling out massive arenas (within minutes), proves the growing demand for live performances. But is this surge in popularity driven by genuine love for music or just a fear of missing out (FOMO)? “It is a bit of both,” Ghosh explains. “However, FOMO-driven attendance is not necessarily negative. FOMO drives adoption, adoption drives fandom, and fandom drives sales and revenue. Whether the entry point for a concert goer is FOMO or genuine love for the art, it ultimately strengthens India’s live entertainment industry.”
One of the most significant shifts in the concert economy is the diversification of audience preferences. While Bollywood and mainstream pop still dominate, there is increasing interest in independent, jazz, folk, and classical music. “No one talks about Zubin Mehta at the NCPA or Shakti at NSCI’s Dome selling out multiple nights with average ticket prices around INR 10,000, yet these events are fully booked weeks in advance,” Ghosh notes. “Unlike cricket, where one sport dominates, the music industry caters to varied tastes across age groups”.
We have also seen a rise in the popularity and recognition of indie artists. “Indie artists may not get what they deserve initially because they lack negotiating power. But as they reach more people, hire managers, build their audience, they gain leverage. Venues like NMACC are among the few that treat India and mainstream artists equally, particularly in terms of hospitality,” Ghosh admits.
While India is on its way to become a global hub for concerts, there are still challenges to overcome. Infrastructure remains a critical issue, not just in terms of stadiums but also in logistical support. “More than the physical concert arenas, we lack logistical support around music events. Parking, entry, F&B, lavatories- all need dramatic improvement. From an artist’s perspective, the technical capabilities of our personnel and equipment need constant upgrades to match global standards,” Ghosh explains.
Despite these hurdles, the future looks promising. Saurav envisions a transformation where each major Indian city will have at least one plug-and-play concert arena, making it easier for global artists to include India in their world tours. As India continues to attract global talent and support homegrown artists, the country is poised to become a powerhouse in the global live music circuit.