What's bringing global artistes to India

As rumours of Eminem’s maiden gig in the country spread like wildfire, BookMyShow announced the debut performance of FE!N singer Travis Scott in India. From Coldplay and Shawn Mendes to Ed Sheeran and Green Day – big-ticket concerts in India aren’t booked on a whim. Behind every euphoric “Guns N’ Roses is coming to India!” moment lies a carefully calculated strategy, not just wishful thinking or fan prayers answered.


‘WE CAN’T JUST BRING IN ANY ARTISTE IT’S AN INCREDIBLY EXPENSIVE PROCESS’
If a major artiste or band is already performing somewhere in Asia, they often reach out to the local organisers to negotiate costs in that region – a standard approach to how most shows are planned.
“If an artiste is performing in Saudi or Bangkok, they try to get offers from organisers in the surrounding region. That’s how it works. In terms of priority, we come quite far behind when it comes to organising a single concert – we are not the deciders. We can’t just bring in any artiste because it’s incredibly expensive. If we were to make the first offer, it would have to be double the usual amount, which isn’t feasible. India isn’t the first choice for most artistes. But since they’re already performing in the region, they’ve started considering India as well. In fact, a major band recently performed on a weekday – that is typically not considered concert-friendly – simply because that was the only available date in their schedule. They were coming from Qatar and heading to another destination soon after,” explains Deepak Choudhary, founder & MD, EVA Live.


‘Established artistes are chosen for their nostalgic appeal’
While streaming numbers, social media engagement, and current popularity are key factors in bringing in newer artistes, some legendary musicians, like Bryan Adams and the recently announced Guns N’ Roses concert, rely on nostalgia to draw crowds. “These artistes have a nostalgic appeal, which guarantees attendance. They are touring acts, and when they plan a tour, India is already on their map,” explains Deepak Choudhary. “Established artistes like Bryan Adams maintain a strong live performance draw, even without promoting new albums. Multigenerational audiences want to experience these performances live – creating nostalgia for older fans and a new experience for younger attendees,” shares a District spokesperson.

‘Venue availability key to hosting gigs’
Beyond financial considerations, practical aspects such as logistics, demand, and market fit also play a role when assessing an artistes’ viability for a gig in the country. “Venue availability is crucial, as we often compete for limited premium dates. Brand sponsorships help scale shows. Visa timelines, technical requirements, and local permissions can make or break a tour. We also determine whether a multi-city tour is feasible or if it makes sense to focus on a single flagship event. Audience buzz is another major factor if people are talking about an artiste, streaming their songs, and tagging us in requests, it signals strong demand,” shares Avadh Nagpal, co-founder of Souldout .



What’s driving the surge in artiste tours to India
 Artistes notice the digital presence they have in the country now. They can see that they have fans in this part of the world so they want to explore the country because of their digital following
 Earlier consumers weren’t buying tickets. Now we have seen with many artistes (not in the Coldplay league) that they can sell tickets and fans are willing to spend on concerts
 Now many promoters pitch offers directly to artistes’ agencies to bring them to India. With improved infrastructure and growing demand, these factors together explain why more global acts are making their way here — Deepak Choudhary

‘Viral hits can influence concert bookings’
Sometimes, an artiste breaks into the scene with a viral hit, making them a strong contender for concerts and festivals. Mohit Bijlani elaborates on this strategy, “Organisers may book an artiste riding on the momentum of a viral hit or breakout single. This involves evaluating market buzz, social media trends, and predictive analytics to gauge their potential success. Even one-hit wonders can add value if they fit the target demographic and event narrative.”

The key factors shaping artiste tours in India
Curating concerts, tours, and music festivals is a deeply strategic process shaped by multiple factors like :
Global touring routes
Emerging artiste discovery
Extensive research into consumer preference
Streaming trends
Matching potential artistes with audience demand
Ensuring a diverse and dynamic lineup
Balancing discovery with commercial appeal
– Anil Makhija, COO of Live Entertainment & Venues at BookMyShow

Success of an artiste’s gig: A mix of multiple factors at play
 Streaming numbers;  Social media engagement  Regional interest  Weigh projected audience turnout against overall production cost  Artiste’s current popularity  Historical performance metrics  Touring costs  Expected ticket sales  Ticket prices  Venue expenses  Marketing
— Mohit Bijlani, co-founder of Team Innovation

‘Regional tours help optimise logistics and reduce costs’
“The feasibility of incorporating a performance in India into an artiste’s broader tour schedule – particularly within Asia – is a key factor. Their prior touring history in India provides insights into audience engagement, while current indicators of popularity – such as country-specific streaming statistics and venue/club interest – help gauge rising appeal. Regional tours help optimise logistics and reduce costs, making India a more viable destination,” explains a spokesperson from District.