WME’s Global Co-Head of music predicts India will become a major hub for international tours
The global live music industry is witnessing unprecedented growth, and India is emerging as a key player. With a booming economy and a youthful, music-loving population, William Morris Endeavor (WME) sees India as a crucial market for both international concerts and the global rise of Indian artists, reportedtimesofindia.indiatimes.com.
Kirk Sommer, Global Co-Head of Music at WME, believes India is on the brink of becoming a major hub for global tours and a launchpad for Indian artists on the world stage.
WME’s Vision for India’s Concert Landscape
With a legacy spanning over 125 years, WME manages global tours for some of the biggest names in music. The agency books over 42,000 performances annually across 200+ countries and is now focusing on integrating India into its global touring strategy.
Sommer highlights India’s massive youth demographic and fast-growing economy as the driving forces behind its potential. He sees a future where Indian artists follow the success of Latin, K-Pop, and J-Pop stars, reaching global audiences.
“India is a critical market for us,” says Sommer. “The country’s rising demand for live music and increasing corporate sponsorship make it a prime destination for international tours.”
India’s Growing Influence in the Live Music Industry
India’s concert market is gaining momentum. With a population of 1.4 billion—over 50% under 25—the appetite for live music is stronger than ever. In 2023, India surpassed one trillion on-demand music streams, signaling its readiness for large-scale concerts.
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Economically, India ranks among the world’s top five economies, maintaining a steady 7% growth rate
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As international artists look to expand into new territories, India’s market is becoming impossible to ignore
Challenges and Opportunities for Touring India
While India presents exciting possibilities, logistical complexities and limited infrastructure have historically hindered large-scale tours. However, Sommer believes these barriers are rapidly fading as venue investment accelerates.
“World-class venues and corporate sponsorships will soon make India a regular stop for major international artists,” Sommer asserts.
India’s Emerging Concert Hotspots
Cities like Mumbai, Delhi, and Bangalore are already attracting major music festivals. Events like Lollapalooza Mumbai have demonstrated the local market’s capacity to host large-scale performances successfully.
Beyond the major metros, cities such as Gurgaon, Chandigarh, Jaipur, Kolkata, Shillong, Guwahati, Hyderabad, Chennai, Kochi, Pune, and Indore are emerging as promising destinations for live music events.
The Future of Western Artists in India
Breaking into the Indian market has been challenging for Western artists, but WME is working to change that. The agency has already facilitated high-profile tours for Coldplay, Dua Lipa, Greta Van Fleet, The Strokes, and The Goo Goo Dolls, all of whom have seen strong fan engagement in India.
“It may take a few years, but India’s concert scene will explode,” Sommer predicts confidently.
WME’s Mission to Take Indian Artists Global
WME isn’t just bringing Western artists to India—it’s also committed to elevating Indian talent on the global stage. Using streaming data and live performance analytics, the agency is identifying Indian artists with the potential to succeed internationally.
“Indian artists already have global audiences without realizing it,” Sommer explains. “We want to help them achieve international stardom.”
WME is positioning Indian performers for major festivals and world tours, following the model of successful non-English music genres like K-Pop and Latin music.
The Road Ahead
According to Sommer, India’s music industry is on the cusp of global prominence. With continued infrastructure investment and WME’s support, India is set to become a top-tier destination for international tours and a breeding ground for global music icons.
“In the near future, Indian artists will sell out arenas worldwide,” Sommer predicts.
India is poised for a live music revolution, and WME is leading the charge. Through its expertise and global reach, the agency is shaping the future of India’s concert landscape—both by bringing major international acts to Indian audiences and propelling Indian artists onto the world stage.
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