Coldplay to Travis Scott: Indian concerts may create 12 million jobs; are we ready?

India Today

5 days ago

From Coldplay's record-breaking shows in Ahmedabad to the buzz around Travis Scott's upcoming India debut, the country's live concert economy is hitting it out of the park. A new report by NLB Services, a global digital talent solutions provider, projects that India's booming concert scene is expected to generate 12 million temporary jobs by 2032, becoming a vital force in employment and economic mobility.advertisementWhat was once an occasional entertainment indulgence has transformed into a year-round economic engine, just like how it has been in West. Artists like Travis Scott, who is set to perform two shows in Delhi and one in Mumbai later this year, are viewing India as a key tour stop. Latin pop superstar Enrique Iglesias is also making a long-awaited return, further solidifying India's position on the global concert map. Jason Derulo is also making his concert debut at Shillong annual music festival this year.According to the report, the job creations will see a huge impact in Tier 2 and Tier 3 cities. With several large-format concerts expected annually, the sector is no longer only about 'entertaining'. It goes beyond that because it is employing whilst entertaining.
'Live events have evolved from being seasonal spectacles to becoming year-round economic engines,' says Sachin Alug, CEO of NLB Services. 'This isn't just about music, it's about unlocking job creation, youth empowerment, and formalisation across India's emerging cities.'Tier 2 and Tier 3 Cities Take Center StageWhile Mumbai, Delhi, and Bengaluru continue to dominate as live music hubs, cities like Jaipur, Kochi, Indore, Pune, Guwahati, and Shillong are increasingly taking the spotlight, especially Shillong [Ed Sheeran recently spoke about how diverse the music culture is in Shillong]. Better connectivity, rising disposable incomes, and a young, globally tuned-in audience have made these regions ripe for live entertainment expansion.Each major concert, according to the report, can generate 15,000-20,000 temporary jobs, from stage rigging and crowd control to content creation and hospitality services. And these aren't just filler gigs; they are proving to be valuable on-ramps into India's evolving entertainment ecosystem.'Roughly 10-15 percent of these roles are transitioning into full-time employment,' Alug points out. 'Particularly in domains like audio engineering, digital marketing, and event production, this gig-to-career pipeline is strengthening.'The Ripple Effect: Travel, Tourism, and BeyondThe economic impact of live events goes well beyond the venue gates. The Coldplay phenomenon offers a case study in this matter. The iconic British band's two-night Ahmedabad stop alone in January 2025 garnered an estimated Rs 641 crore in total, including Rs 72 crore in GST revenues. One can remember the economic impact of the show with hotel prices skyrocketing to Rs 90,000 per night, flight and train bookings tripling, and local vendors experiencing an unprecedented surge in business. They also held three impeccable shows in Mumbai before the Ahmedabad show, which received a thunderous response.advertisementAs Travis Scott gears up to hold two shows in Delhi and one in Mumbai for his Circus Maximus Stadium Tour, and Enrique Iglesias returns to India after a decade-long hiatus, it's evident that global superstars now view India as a must-play market for concerts.This level of multiplier effect is now becoming common during major concert weekends, with live events rivaling traditional festivals in their contribution to local economies.'Concerts are no longer just cultural moments, they're economic catalysts,' says Naman Pugalia, Chief Business Officer, Live Events at BookMyShow. 'For example, Lollapalooza India and Bandland together created 8,500+ jobs across production, hospitality, and allied sectors. Nearly 9,000 of the people employed during Coldplay's shows were sourced locally.'Skill Gaps?Despite the surge, a key question remains, is India ready for this?The answer is both optimistic and cautionary. There is a shortage of trained professionals, especially in technical roles such as live sound engineering, lighting design, stage rigging, and event tech. The concerns around 'will we manage to create the same impact as in West' has always been looming. While we have definitely made several strides in the matter, take for example- the Ed Sheeran show that utilised advanced sound technology from Meyer Sound and featured a 360-degree circular revolving stage, enhancing the visual spectacle. However, the road is still long, but India still needs a lot to overcome these on a broader scale.advertisementSimultaneously, the demand for digital specialists, from social media strategists to ticketing tech experts is growing rapidly, spurred by the need for real-time engagement at massive scale.'To match the industry's explosive potential, we must invest in skilling now,' urges Alug. 'Without structured training and certification, especially in non-metro areas, we risk hitting a ceiling.'While platforms like BookMyShow, District are taking proactive steps by building sustainable employment pipelines, broader industry-academia collaboration and government-backed training programs will play a crucial role to scale this opportunity nationally.From where we stand currently, the rise of the concert economy is also being recognised by policymakers. Several states are now crafting progressive event policies, offering ease of permissions, infrastructure support, and incentives for organizers. But there is still a long way to go for this to become a sector that allows smooth initiation for foreign acts to perform in India.advertisementIf one can remember, in a post-event statement following Coldplay's Ahmedabad show, Prime Minister Narendra Modi mentioned the growing influence of live events in the Indian economic landscape. He emphasised that the government would play an enabling role in supporting this new frontier of economic growth through infrastructure, regulation, and international partnerships.'The sector's contribution is projected to cross 15,000 crore in the coming years,' says Alug, citing direct revenues from ticketing, transport, hospitality, and indirect gains through MSMEs, tourism, and local employment.For now, India's live entertainment boom is seeing a transformation like never before, and the challenges lie in converting this potential into sustained progress.- Ends