WHEN AMERICAN BAND Backstreet Boys toured India in May after 13 years, their concerts were fully booked in both Mumbai and Gurugram. Earlier in January, when the Chicago-originated Lollapalooza music festival made its India debut, a record 60,000 attendees made the 50-acre Mahalakshmi Racecourse grounds in Mumbai their home for the two days of the multi-genre musical extravaganza. Going by the mammoth attendance and successful wrap-up, festival producer and promoters BookMyShow later said the festival would be back next year.
Live entertainment, including live music concerts, is seeing a massive resurgence in India post-pandemic. Statistically, in 2022 alone, about 8 million enthusiasts stepped out for live entertainment experiences for over 19,000 events throughout the year, as per BookMyShow's annual end-of-year report, including events produced and promoted by the entertainment company, as also those listed on its platform with commendable numbers coming in from Tier II and III cities as well, said Owen Roncon, chief of business, live entertainment, BookMyShow.
For Paytm Insider, a live entertainment and digital experience platform, too, 2022 was a great year. "Over 6 million fans stepped out to enjoy on-ground live experiences with us and we saw growth across all categories, including artiste tours, comedy, sports, lifestyle festivals and brand-led campaigns, all of which had their best seasons yet, contributing to making the year a success," said Varun Khare, business head, Paytm Insider.
The company saw a 2.5x growth in monthly active users, 4x growth in revenue and 4.5x growth in first-time buyers compared to preCovid numbers.
"This year too, we will continue our associations with some of the most loved lifestyle festivals, music and comedy tours as we also look to build on the success of IPL, SAFF Championship, PKL, with sports leagues across the country," he added.
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