William Morris Endeavor envisions India as a major hub for the global live music industry by 2025, driven by a youthful demographic and an expanding economy. Kirk Sommer emphasizes investment in infrastructure and local talent promotion as key components for this transformation.
The global music industry, particularly the live sector, is experiencing remarkable growth, with 2025 anticipated to be a pivotal year for India. As a burgeoning market with a youthful population, India is poised to become a major center for international concerts, according to Kirk Sommer, Global Co-Head of Music at William Morris Endeavor (WME). With over 125 years of experience, WME intends to incorporate India into its worldwide touring strategy, having an extensive background managing prominent global tours across various entertainment sectors.
India’s potential within the live music realm is profound. Housing a population of 1.4 billion, of which over 50% are under the age of 25, the country shows an exponential rise in music streaming and ticket sales. In 2023 alone, India achieved over a trillion on-demand music streams, demonstrating a significant growth in music consumption. Financially, India ranks within the top five global economies, with a consistent growth rate of 7%, establishing itself as an attractive destination for international artists on tour.
Despite historical challenges, such as infrastructural deficits and logistical complexities, these barriers are progressively diminishing. Sommer notes that increasing investments in venues and large-scale events are paving the way for a more accessible touring landscape. He remarks, “Major venue investment is booming, and India will soon have world-class event spaces and financial opportunities to support international artists.” Such developments render India a potential hub for major global tours as corporate sponsorship and festival growth rise.
The live music scene in major Indian cities like Mumbai, Delhi, and Bangalore has already experienced significant upticks in concerts, particularly in electronic music. Festivals such as Lollapalooza Mumbai have proven expansive opportunities for local economies. Drawing comparisons to prominent festivals in the U.S., Sommer confidently anticipates similar economic success stories unfolding in Indian cities, emphasizing that improved infrastructure is essential to realize their concert potential.
As newer concert venues emerge, cities beyond the primary metropolitan areas, including Gurgaon, Chandigarh, and Jaipur, are positioned for growth in live music engagements. Sommer is optimistic about future developments in India’s touring scene, stating, “It may take a few years, but India’s touring scene will soon explode.” WME continues to facilitate successful tours for global artists in India and is also committed to promoting Indian artists on an international scale, harnessing streaming data and live metrics.
Sommer asserts that a focus on elevating Indian artists to a global audience is crucial. He remarked, “This is a top priority for us.” The emerging acceptance of non-English musical genres among Millennials and Gen Z shapes WME’s strategy to position Indian musicians in multi-format festivals and tours alike.
With ongoing infrastructure advancements and a growing number of international acts performing on Indian soil, Sommer predicts that India will attain a prominent status within the global concert landscape. He further states that “in the near future, Indian artists will sell out arenas worldwide.” WME’s dedication to nurturing both established and emerging Indian talent symbolizes a significant shift within India’s music industry, foreshadowing imminent changes in the global music arena.
India stands on the cusp of a transformative live music era, supported by WME’s vast experience and the resulting demand for live events. The agency actively influences the concert landscape by balancing western artists’ influx with the promotion of local talent on international stages, inevitably shaping the future of music in India.
In conclusion, William Morris Endeavor is spearheading a transformation in India’s music industry, positioning the country for significant growth in the global live music market. With a young demographic and rising economic indicators, India is becoming an increasingly attractive destination for international concert tours. WME’s commitment to promoting domestic talent alongside bringing foreign artists to India illustrates a dual approach that is likely to redefine the country’s concert landscape within the coming years.
Original Source: cio.economictimes.indiatimes.com
