The Live Music Industry in India
Vipin Pungalia, Director -
Professional Segment,
Sennheiser Electronics India.
Since time immemorial, music has known to not just surpass barriers of language or culture but is known to be a soul-stirrer. A series of sound creates melody, which strikes a direct chord with our emotions and energizes us like no other alimentation. Music is a form of art and expression that has the power to make both, its creators and its listeners, rejuvenate and connect with one and another.
Over last one decade, the adoption of audio technology and market for international music has evolved manifold in India. The exposure to global music and internet penetration via smartphone has acted as a gamechanger for audio industry. The needs and preferences of the Indian audience, particularly the millennials, have changed significantly, as Indian consumer are now preferring global artists. The audience today are in constant lookout for an irreplaceable factor of music – a memorable experience, which is only possible with passionate artists and world-class audio technology. The dire need for worthwhile experiences has seeped into the music consumption patterns of the listener. Music has been an unparalleled part of the consumer’s life, special thanks to headphones/earphones which allow music on-the-go and speakers at home. Every now and then, consumer wish to experience the music to the fullest with live concerts. It’s like watch a movie on theatre or your television, while the content is same, the experience matters.
If you contemplate, considering the hectic and deadline-driven lives of today’s generation, it is natural for consumers to look for ways and opportunities to de-stress and rejuvenate themselves. Increasingly, we have witnessed that millennials are looking for a holistic experience that would help them keep their spirits alive and escape from the monotonous routines. The setting of a live concert or a live stage performance takes you to yet another world – a world full of passion and excitement where army of music lovers come together, sharing synergy in music preference and join the bandwagon with their favourite artist performing live in front of them. This vibe is electric, contagious and idiosyncratic.
So, while recording is an important aspect of the music industry, live entertainment as a format has also gained momentum. Over the past decade, the popularity of music festivals has increased drastically in India. Bacardi NH7 Weekender and Sunburn are two of the biggest and most popular festivals that see large numbers of footfalls from across the country. In 2012, Sunburn drew over 1.5 Lakh people, a number that has been steadily increasing since then. They have also laid the foundation for smaller festivals to take root. Over the past couple of years, these festivals attract loyal audience, who act as brand evangelists for such events and further attract more music lovers to festivals nationwide.
The emergence of conventional and non-conventional venues for live music has led to a healthy demand for both home-grown and international live entertainment in the country. Despite the industry-wide shift in consumer spending, the growth of live music looks to continue unimpeded for years to come, as real-life experiences encounter a surge in popularity.
A FICCI-KPMG 2016 report sated the size of India's music industry at Rs 1,080 crore in 2015 is expected to grow to Rs 2,060 crore by 2020. Social media buzz has also contributed to the growth of the music festivals in India. Approximately nearly 25 festivals are held each year in India. With music festivals going mainstream in India, event producers over the past two to three years have recorded millions in ticket sales and sponsorship revenues, ensuring the sustainability of these events in the future as well. As a direct consequence of the rising popularity of music festivals, there is an unprecedented surge in the number of independent artists across genres who are making the most of digital platforms and live events to find their audience. While Bollywood dominates music consumption in our country, the indie music scene in India is gradually maturing, and things are looking up for independent artists.
As advertisers look to reach out to young audiences in more immersive ways, they are increasingly cashing in on emerging trends such as music streaming and multi-day music festivals to make sure that their brand is present and visible where the millennials are. Today, India has become a high-potential market for experimental and experiential music events.
In fact, talking about the recent times itself, a huge number of international and national bands and artists alike, have performed in live concerts and shows. Every second weekend there is a Fest being organised, with one of its key element being the experience of watching a popular artist perform. ALT J, Marshmello, AR Rahman, Lucky Ali, Martin GarrixAre some of the very popular live concerts that have enthralled the audience here in India and the list is endless.
Having said that, despite the live music industry growing at an unprecedented rate in India today, what tends to often go unnoticed is the importance and significance of the professional equipment that contributes in numerous ways the overall experience. It is the perfect amalgamation of technology and equipment with music that can create a masterpiece. Every single artist takes their professional instruments and equipment extremely seriously, focusing a lot on their quality, because it could make or break their performance. In other words, professional equipment is indispensable to any artist.
Understanding the needs of the live performing industry, multiple live performance gear is available in the market that cater to those needs and requirements. Even we, at Sennheiser, have a wide range – be it the the IE 400 Pro, XXXX, they are all the perfect accessories for any live performer.
India has always been a music loving country. Considering the way today’s audience is seeking memorable experiences and the ever-increasing footfalls at music concerts, the live music industry will continue to grow in India in the coming years. This will have a direct impact in the demand for superior professional equipment with cutting-edge technology, making it important for brands like us to constantly innovate and create the best to provide an impetus to this growing culture.