Travis Scott to Enrique Iglesias: Is live music India’s hottest cultural currency

For a country that once treated international tours as anomalies, the last 2-3 years have been a runaway surge in concerts, fan travel, and entertainment spending. From nostalgia-driven acts like Bryan Adams to new-age sell-outs like Travis Scott, the live music stage is no longer peripheral to Indian pop culture.

But this boom hasn’t emerged out of thin air. It’s the result of shifting consumer habits, a fatigued digital audience longing for physical connection, and a long-delayed structural push that promoters say is finally materialising.

“There’s a drastic change in the life of a consumer post-COVID,” says Deepak Choudhary to India Today. He is the founder and Managing Director (MD) of EVA Live, company behind the upcoming Enrique Iglesias tour, who has worked in India’s live ecosystem for over a decade. Choudhary further adds, “Earlier the table conversations were all about movies. Then it became OTT. And now the conversation is concerts.”

Travis Scott to Enrique Iglesias:Fans are ready to pay

For years, global promoters questioned whether India was “ready to pay” for live music. That perception, he insists, is outdated. “That has completely changed. Earlier, infrastructure was challenging, not only venues, but ease of doing business, taxes. Today, that has improved drastically,” he says.

Changes in ticketing platforms, smoother payment ecosystems, and a consumer base that is far more globally attuned have reshaped the market. “This consumer is a well-travelled consumer. They’re listening to international music at a much higher level,” Choudhary notes. And in the case of Enrique Iglesias specifically, nostalgia is a powerful accelerator: “It’s the love for Enrique.”

Promoters are now more confident about taking financial risks that involve getting or booking an international artist. “Earlier, we were not ready to pay that money because return on investment was not there. We were so dependent on sponsorship. Today our dependency on sponsorship has come down. Our ticket sales have gone up,” he goes on.

The fanbase, importantly, is now measurable. “The access to data is much better. It is allowing international artists to see closely that India has large fans,” Choudhary says.

Travis Scott to Enrique Iglesias:Government is listening

The transformation isn’t just commercial; it’s policy-driven. “We are working on a single window for the live industry,” he says of ongoing discussions with the I&B Ministry. “The government is making a lot of effort. What Delhi has done, what the Northeast has done supporting with substantial money and venues, is really changing, and it’ll go a long way,” the EVA Live MD emphasises.

In fact, the Northeast, long one of India’s most musically expressive regions, is finally showing up on tour maps. “I did Bryan Adams in Shillong. The CM came and announced the show sitting with the guitar. They understand, it is India’s music capital,” Choudhary says.

Travis Scott to Enrique Iglesias:Beyond the Metro crowd

The industry is now moving into multi-city tours as state governments pitch themselves as cultural destinations. For instance, Pitbull’s newly announced India tour begins not in Mumbai but in Hyderabad. “That’s because of the support of the government. 50% of the people coming for Enrique are traveling from across the country, not from Bombay. Hotel, tourism, the peripheral revenue is huge,” he explains.

And it’s not just international stars. Artists like Arijit Singh, Shreya Ghoshal, Sunidhi Chauhan, and AP Dhillon are selling out arenas not as exceptions, but as routine.

Travis Scott to Enrique Iglesias:Infrastructure challenges

But while the demand has evolved, the supply side is still catching up. Choudhary highlights “We don’t have indoor stadiums like Coca-Cola Arena in Dubai,” he points out. “Our outdoor production quality is better. Our technology is better. But indoor is for sure a challenge.”

There is movement: Reliance, Adani, Shiv Nadar Foundation, and multiple state agencies are reportedly developing indoor arenas. Sports venues may also soon open up for concerts with pre-approved permissions.

“Every month we’re getting better. We didn’t have lots of things, and we have improved so much,” he says

Sustainability: Boon or Bubble?

Some worry the scene is overheated and oversaturated. He disagrees. “It’ll all grow so huge that sustainability is not a challenge,” he says. “Enough and more artists are getting created. Enough and more venues are getting created. Enough and more consumers are getting born. There is also a digital and OTT fatigue. People are not going to clubs nowadays. That benefit is coming to us,” the EVA Live MD adds.

Travis Scott to Enrique Iglesias:What about K-Pop?

One segment he remains cautious about, for now, is the K-pop market. “The challenge is, leaving one or two artists, the market is still very small. BTS will change the environment completely,” Choudhary says.

If Enrique, Travis and the impending Lollapalooza set for next year is any signal, it’s that India is no longer waiting for the world, the world is learning to make room for India.

Travis Scott made his India debut on Saturday, October 18, by bringing his ‘CIRCUS MAXIMUS’ tour.