India Insights: India’s Music Revolution - The New Hotspot for Global Concerts?
Hindustan Times
India, once rarely considered a prime destination for global artists on tour, has seen a remarkable shift in recent years. The nation has become a coveted stop for some of the biggest international artists in recent years, from Coldplay’s electric performance in Mumbai to Ed Sheeran’s chart-topping hits filling stadiums, the country is now an essential destination for international tours. This new trend is not limited to concerts and tours; many music festivals have now made India their home – Sunburn, Lollapalooza, and Global Citizen, are just a few of the music festivals that attract some of the biggest global artists, including K-pop groups and idols to this South Asian country.
But what has caused this sudden surge of interest in India as a global musical hotspot? Historically, global artists have hesitated to tour the country, facing challenges like logistical issues, smaller audience bases, and a less developed concert infrastructure. So, what’s changed?
While there are many reasons for this shift, a major attribute is a larger number of youth in the country now gravitating towards global music, not limited to Bollywood. India is the most populous country in the world - its trends and fashions have huge global implications.
The Rise Of Global Concerts In India
The way India is seen on the global music map has now changed. It has become a key location for tours and concerts. Among many contributing factors, it is important to consider the implications of the digital revolution and changing audience preferences. The advent of streaming platforms like Spotify, Apple Music, and YouTube Music has democratized access to global music, allowing Indian listeners to explore diverse genres—from K-pop and EDM to Latin pop and Western rock—at their fingertips. This increased accessibility has fuelled a surge in music consumption, particularly among Gen Z and Millennials, who make up a significant portion of India’s digital audience.
India is one of the youngest countries in the world, with 68% of the population aged between 15 and 65 years old. Hence the country’s youth are highly active on social media and engage deeply with global music trends. This demographic also has a much higher disposable income than generations before.
Additionally, India’s independent music scene has expanded, with indie artists blending Western influences with local sounds, making the transition smoother for global musicians seeking an entry point. The recent collaboration between Ed Sheeran and various Indian pop-music sensations like Diljit Dosanjh, Shilpa Rao, and Arijit Singh went viral on social media, where the two sounds blend perfectly. Ed Sheeran’s singing in Hindi, Punjabi, and Telugu in his concerts in India was also a huge crowd-pleaser.
The Role Of International Music Festivals
It is important to credit International Music Festivals for bringing global artists to India. These events have played a crucial role in attracting global artists and expanding India’s cultural footprint in the international music industry. Lollapalooza India, for instance, debuted in 2023 with a star-studded lineup, including Imagine Dragons, Diplo, and K-pop superstar Jackson Wang, showcasing a mix of rock, pop, K-pop and indie artists. Global Citizen India in Mumbai, which took place in 2016, brought Coldplay, Jay-Z, and Demi Lovato, marking a turning point for large-scale international concerts in India.
The massive venues sold out, and the success of these music festivals proves that India is not only listening to Bollywood and local music but also to genres like pop, rock, K-pop, and the like.
With the success of these festivals, India is now on the radar of major event organizers worldwide. The increasing frequency of such large-scale events signals that India is set to become a permanent stop on international music tours. As infrastructure improves and more global names recognize the potential of the Indian market, the role of international music festivals in shaping the country’s music scene will only grow stronger.
Economic And Business Factors
The country’s evolving economic landscape has also contributed to the growth of its music scene. Corporate sponsorships and brand collaborations have further fuelled this growth, with companies like Budweiser, Red Bull, and Spotify investing heavily in these events. This financial backing has made it possible for organizers to bring in high-profile international acts while keeping ticket prices relatively affordable for Indian audiences.
Marketing professor Dr Sourindra Banerjee from Leeds University Business School says, “You have a large portion of the world, of youth, living in India, so if I were in the music business that would be the place I would target, to reap the benefits of the demographic.”
The improved infrastructure that can support the organization of such big musical acts has also contributed to this attraction. Cities like Mumbai, Ahmedabad, Bengaluru, and Delhi house world-class stadiums, arenas, and event spaces to accommodate large crowds and make the concerts a success.
International Collaborations And Cultural Exchange
When International artists come to India and perform, they also facilitate cultural and musical exchange. As India’s music industry expands beyond Bollywood, Indian artists increasingly collaborate with global stars, bringing Indian sounds to international audiences and vice versa.
Beyond collaborations, Indian music has influenced global artists in unique ways. Western musicians have increasingly incorporated Indian classical instruments, folk melodies, and spiritual themes into their work. From The Beatles’ fascination with Indian ragas to Beyoncé’s Bollywood-inspired performances, India’s musical heritage continues to shape global trends.
As India grows as a global musical hotspot, Indian fans of international artists are celebrating the announcements of India as a tour destination for their favorite artists. Beyond Bollywood, the Indian music scene is evolving, embracing diverse genres, international collaborations, and a thriving independent music movement. With increasing audience demand, corporate backing, and improved infrastructure, India is poised to become a permanent fixture on the global concert map.
As the world’s biggest artists continue to take notice, one thing is clear: India is no longer just consuming global music—it’s actively shaping the future of the industry.
