The global live music industry is riding a wave of unprecedented growth, with 2025 poised to become its biggest year yet. As international tours break attendance records and concert revenue reaches new heights, India is emerging as one of the most exciting and underutilized markets in this global surge. With its massive youth demographic, a booming digital ecosystem, and steady economic growth, India is quickly positioning itself as a key player in the live music revolution.
Global Momentum Meets Indian Opportunity
According to the International Live Music Conference (ILMC), global live music revenues are expected to surpass $40 billion by 2025, driven by high ticket demand, expanded touring schedules, and deeper market penetration across Asia and Latin America. Amid this expansion, India is capturing industry attention for its immense potential.
Kirk Sommer, Global Co-Head of Music at William Morris Endeavor (WME), one of the world’s leading talent agencies, sees India not only as a prime touring destination but also as a launchpad for Indian artists to reach global audiences. “India’s music culture is vibrant and evolving rapidly,” says Sommer. “We believe this market is on the verge of a major breakthrough.”
The agency claims to be investing in India’s music ecosystem as part of its broader global expansion. Sommer highlights that India’s young population and accelerating digital consumption are aligning perfectly with the global live music boom. “India has all the elements that made Latin America, Korea, and Japan global music powerhouses,” he explains.
India’s Music Market: Demographics and Digital Surge
India’s concert potential is rooted in its demographics. With over 65% of the population under 35, the country boasts one of the world’s most music-engaged youth markets. A 2023 IFPI report found that India recorded over 1.1 trillion on-demand music streams, a figure placing it among the top five music streaming markets globally.
Further, India’s growing middle class and digital-first behavior have fueled a rise in paid ticketing, merchandise sales, and sponsorship revenue. These trends are creating fertile ground for high-impact live performances and international tours.
Overcoming Challenges: Infrastructure on the Rise
While India’s concert landscape is promising, it has historically faced hurdles such as limited infrastructure, logistical complexities, and price sensitivity. However, these barriers are gradually being dismantled.
Sommer notes that major private investments in live event venues, arenas, and festival spaces are already transforming India’s capacity to host global-scale concerts. “India is on the cusp of a venue boom. The coming years will see world-class infrastructure supporting international-caliber performances,” he said.
Corporate sponsorships, brand collaborations, and cultural subsidies are also improving financial feasibility for international acts to tour India.
Concert Hotspots and Festival Growth
Cities like Mumbai, Delhi, and Bangalore are fast becoming hubs for large-scale live music events. The recent success of Lollapalooza Mumbai, which drew tens of thousands of fans and major international headliners, signals India’s readiness for global festivals.
Studies by Deloitte and FICCI have shown that such festivals can significantly contribute to local economies by boosting tourism, hospitality, and ancillary industries. Inspired by models like Coachella (USA) and Primavera Sound (Spain), Indian cities are poised to replicate similar economic impact.
Emerging concert hotspots now include Hyderabad, Chennai, Kochi, Pune, Jaipur, Guwahati, and Shillong, broadening the cultural map for touring artists.
Western Artists Eyeing Indian Tours
Until recently, India was seen as a high-risk market for Western artists. But with improved infrastructure, a tech-savvy fan base, and a growing appetite for live experiences, the tide is turning. Sommer predicts a surge in international tours, stating, “The next five years will redefine India’s place in the global touring circuit.”
WME has already brought top-tier artists like Coldplay, Dua Lipa, The Strokes, and Greta Van Fleet to Indian stages—each tour showing strong audience turnout and digital engagement.
Indian Artists Going Global: The Next Big Leap
WME’s strategy is not limited to bringing foreign artists to India. The agency is also scouting Indian talent with global appeal. “Many Indian artists have international streaming footprints—they just need the right exposure,” Sommer explains.
With Gen Z and Millennials embracing multilingual music from genres like Latin, K-Pop, and Afrobeats, there is a growing window for non-English Indian music to resonate globally. WME aims to position Indian talent for multi-format festivals, international collaborations, and world tours.
The Road Ahead: India’s Concert Revolution
India’s live music scene is poised for exponential growth. With deeper investment, enhanced logistics, and strong agency backing, the country is transforming into a top-tier market for both domestic and international acts.
Sommer concludes with an optimistic outlook: “We are witnessing the early stages of a live music revolution in India. Soon, Indian artists will headline arenas worldwide, and global artists will treat India as a must-play destination.”
