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India Today
14 hours ago
- Entertainment
- India Today
Coldplay to Travis Scott: Indian concerts may create 12 million jobs; are we ready?
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 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 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 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 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 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 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 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 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 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
The Hindu
2 days ago
- Business
- The Hindu
India's concert economy set to generate 12 million jobs by 2032, report
India's live concert industry is no longer a niche entertainment segment, and is rapidly becoming a significant economic force. According to NLB Services, the country's 'concert economy' is projected to generate up to 12 million jobs by 2032, driven by expanding demand in tier II and III cities and increasing participation from global entertainment brands. In recent years, live music events in India have grown in scale and frequency, drawing global acts like Coldplay, Dua Lipa, Ed Sheeran, Cigarettes After Sex, Guns N' Roses and more. While major metros like Mumbai, Delhi, and Bengaluru remain central, emerging cities such as Guwahati, Jaipur, Kochi, and Chandigarh are now regularly hosting large-scale concerts. This geographical shift is helping to decentralise employment opportunities. Each major concert can create between 15,000 to 20,000 temporary jobs across logistics, security, hospitality, artist liaison, digital media, and event technology. In some cases, about 10–15% of these temporary roles are converting to full-time employment, particularly in technical areas like production, lighting, and audio engineering. NLB Services CEO Sachin Alug said the sector has moved beyond seasonal shows to become 'year-round economic engines,' calling for urgent investments in skill development, especially in smaller cities. 'The concert economy is not just about entertainment — it's about job creation, formalisation, and youth empowerment,' he added. The economic ripple effect of major events is already evident. Coldplay's 2024 Ahmedabad concert reportedly added ₹641 crore to the local economy, including ₹72 crore in GST revenue. Hotels saw a surge in occupancy, flights were overbooked, and F&B outlets reported record sales. Platforms like BookMyShow Live have played a central role in shaping India's concert landscape. Naman Pugalia, Chief Business Officer for Live Events, noted that concerts now operate 'at an international scale,' citing events like Lollapalooza India and Bandland, which have created over 8,500 jobs each. Looking ahead, the sector is poised to become a ₹15,000 crore industry, though its continued growth depends on infrastructure, state support, and upskilling efforts. Meanwhile, social media and the fear of missing out (FoMO) are also driving ticket demand, with fans eager to attend global acts that may not return soon. With a packed 2025 lineup featuring Travis Scott, Enrique Iglesias, and more, India's concert economy shows no sign of slowing. Industry stakeholders believe the momentum could lead to a long-term transformation of how entertainment, tourism, and employment intersect in the country.
NDTV
24-07-2025
- Entertainment
- NDTV
India's Concert Boom Could Create 12 Million Jobs by 2032, But Are We Ready?
India's live concert scene isn't just about big stages, big sound, and even bigger crowds anymore. It's now powering something far more significant: jobs. And lots of them. A report by NLB Services, a global digital talent solutions provider, states that India's fast-growing concert economy could generate nearly 12 million temporary jobs by 2032, transforming not only entertainment, but also employment and economic growth, especially in tier-2 and tier-3 cities. With over 100 large-scale concerts expected every year from stadium-sized gigs to regional festivals there's a quiet revolution underway. One that's changing how young India works, moves, and makes money. The Real Action? Not Just in Metros Yes, cities such as Mumbai, Delhi, and Bengaluru still get the headliners. But it's places such as Jaipur, Kochi, Shillong, Indore, and Lucknow that are stepping into the spotlight. The reasons? A young population, rising aspirations, better connectivity, and brands eager to engage smaller markets. It's no longer just about bringing big artists to big venues, it's about building experiences where the demand is. Every Concert = Thousands Of Jobs Each major concert can open up 15,000 to 20,000 temporary gigs. That includes roles in logistics, stage production, crowd management, hospitality, food and beverages, artist handling, content creation, and digital marketing. There's work for everyone from freelancers and emcees to sound engineers, drone operators, social media managers, and production leads. Many of these are short-term contracts, but a growing number are turning into full-time careers, especially in sound tech, digital strategy, and event production. Big Shows = Big Money When Coldplay played Ahmedabad in 2024, the ripple effect was massive. The concert added Rs 641 crore to the local economy, including Rs 72 crore in GST. Hotels were booked out. Flights saw a 300% jump. Even street food vendors saw record sales. Punjabi singing sensation Diljit Dosanjh's Dil-Luminati India Tour 2024 achieved massive success with his two-month nationwide trek. The Dil-Luminati Tour significantly boosted local economies, generating USD 112 million across 13 cities. Like Coldplay's global shows, his concerts sparked a rise in tourism, retail, and hospitality, drawing over 107,000 out-of-town visitors. Diljit Dosanjh's tour created around 5,300 jobs and brought in USD 13 million in tax revenue, making it a clear example of how large-scale music events can drive real economic impact. Every major concert weekend now drives a festive-season-level economic surge boosting tourism, transportation, retail, and local businesses. There's A Flip Side The talent crunch is deepening. From lighting design and live production to sound engineering and rigging, India simply doesn't have enough trained professionals. The same goes for digital event experts, content creators, social media strategists, and ticketing tech leads. The report by NLB Services flags the urgent need to invest in skilling, especially beyond the big cities. As the industry formalises, the demand for certified, event-savvy professionals will only rise. Backed by a Bigger Vision Prime Minister Narendra Modi had spoken about the potential of the concert economy at Odisha Conclave 2025, around Coldplay's India tour. "Today, the concert economy sector is also growing in India. A country which has such a huge legacy of music, dance, and storytelling, India is a huge consumer of concerts. There are many possibilities for the concert economy. The trend of live events and concerts has increased in the last 10 years," the prime minister had said. Now, with estimates pointing to Rs 15,000 crore in economic value over the next few years, state governments are finally catching up. Many are rolling out policies to attract events, improve infrastructure, and support local talent. More International Talent Coming To India This shift is clearly reflected in the kind of global talent now prioritizing India as a key tour stop. Besides Coldplay, there have been names such as Ed Sheeran, Maroon 5, Bryan Adams, and most recently Guns N' Roses who regaled fans in India. French hitmaker and Grammy-nominated DJ Snake, known for selling out stadiums worldwide, is set to return to India for a massive six-city Sunburn Arena Tour in 2025. Kicking off in Kolkata on September 26 and ending in Delhi-NCR on October 5, the tour marks his third time performing in India, and it's only getting bigger. October will see Spanish singer-songwriter Enrique Iglesias return to India after 13 years for a live show. What's Next India's concert economy is no longer a fringe act. It's moving to the mainstage. But to keep the momentum going, we need the talent to match the tempo. For this isn't just about watching a show. It's about creating millions of livelihoods and placing India at the heart of the global live entertainment map.
Time of India
24-07-2025
- Business
- Time of India
India's concert economy to create 1.2 cr temporary jobs by 2030-2032, says NLB Services
India's live event and concert economy is expected to generate nearly 12 million (1.2 crore) temporary jobs by 2030-2032, with over 100 large-format concerts expected annually across the country, says global technology and digital talent solutions provider NLB Services . "Live event and concert economy in India is witnessing a transformative phase, which is emerging not only as a thriving cultural phenomenon but also as an employment and economic driver, poised to generate nearly 12 million temporary jobs by 2030-2032," NLB Services CEO Sachin Alug said. Explore courses from Top Institutes in Please select course: Select a Course Category healthcare Public Policy Operations Management Data Science Artificial Intelligence Cybersecurity others Digital Marketing Product Management Others Data Science Healthcare Design Thinking MBA Finance Project Management CXO MCA PGDM Leadership Degree Management Skills you'll gain: Duration: 11 Months IIM Lucknow CERT-IIML Healthcare Management India Starts on undefined Get Details This evolving landscape is fueling demand for skilled professionals in production, logistics, security, hospitality, and digital media, he stated. While metropolitan cities like Mumbai, Delhi, Bengaluru, and Hyderabad continue to host major international and national acts, the next wave of growth is clearly shifting toward tier II and III cities, he said. "Cities like Shillong, Guwahati, Pune, Jaipur, Kochi, Lucknow, Indore, and Chandigarh are fast becoming hotspots for high-energy live events," Alug said. Live Events He said, each concert generates 15,000 to 20,000 short-term roles across venue operations, crowd management, Food and Beverage (F&B) services, stage rigging, digital marketing, content creation, artist management, and more. Further, he said, the concert economy is acting as a multiplier for allied sectors like travel, tourism, hospitality, and F&B as well. For instance, he said, Coldplay's 2024 concert in Ahmedabad (Gujarat) added Rs 641 crore to the local economy, including Rs 72 crore in GST revenue. The ripple effects included a 300-350 per cent surge in flight demand, an 8 per cent spike in train bookings, record-high hotel tariffs (some rooms hitting Rs 90,000 a night), and huge business for local eateries and delivery platforms, he added. This concert boom is not just about short-term engagement, he said, adding that around 10-15 per cent of temporary roles are transitioning into full-time employment, particularly in domains like audio engineering, digital strategy, event tech, and production management. Repeat gigs, portfolio development, and upskilling are helping gig or freelance workers secure long-term opportunities, he noted. With over 100 such concerts expected annually, the cumulative contribution is projected to cross Rs 15,000 crores over the next few years driven by direct revenues from ticketing, hospitality, and transport, as well as indirect gains through tourism, local employment, and MSME engagement, he said.
Hans India
22-07-2025
- Business
- Hans India
30 pc STEM graduates likely to join AI-enabled workforce
A clear shift from traditional learning to dynamic, AI-led skilling that prioritises adaptability, innovation, and real-world problem-solving. Home to one of the world's largest pools of STEM graduates, India's strength is now evolving into a digital edge. With over 25.5 lakh students graduating from the STEM field each year, the opportunity to build a future-ready, AI-enabled workforce has never been more promising. Of these, an estimated 30 per cent are expected to take up roles directly linked to AI by the end of FY26, highlighting how AI is becoming core to India's future of work strategy. Even as the country marks 10 years of the Skill India Mission, its ripple effects are being seen right from urban campuses to small towns where youth are equipping them with practical, job-ready skills like - AI/ML engineering, cybersecurity, and cloud engineering Hans News Service New Delhi About 30 per cent of students in India graduating from the Science, Technology, Engineering, and Mathematics (STEM) fields are likely to join the artificial intelligence (AI)-enabled workforce by the end of FY26, according to a report. The report by talent solutions company NLB Services highlighted how AI is becoming core to India's future work strategy. It noted a clear shift from traditional learning to dynamic, AI-led skilling that prioritises adaptability, innovation, and real-world problem-solving. 'Home to one of the world's largest pools of STEM graduates, India's strength is now evolving into a digital edge. With over 25.5 lakh students graduating from the STEM field each year, the opportunity to build a future-ready, AI-enabled workforce has never been more promising,' said Sachin Alug, CEO, NLB Services 'Of these, an estimated 30 per cent are expected to take up roles directly linked to AI by the end of FY26, highlighting how AI is becoming core to India's future of work strategy,' he added. Even as the country marks 10 years of the Skill India Mission, its ripple effects are being seen 'right from urban campuses to small towns where youth are equipping themselves with practical, job-ready skills like - AI/ML engineering, cybersecurity, and cloud engineering,' Alug said. In addition, India is projected to require 1 million AI professionals by 2026, which underscores the urgency of this trend, he stated. Moreover, Tier 2 and Tier 3 cities are emerging as new entrepreneurial potential, where young Indians are not just job seekers but also job creators. They are leveraging AI tools to launch businesses, solve local challenges, and participate in the global economy. To fully unlock this potential, we must double down on inclusive, accessible skilling models and invest in strong public-private partnerships, Alug said. The report noted that the journey from Skill India to a $10 trillion digital-first economy hinges on empowering every young Indian with the tools to lead and not just participate in the future of work.
