IMS Asia-Pacific: Spotlight On India


15 November 2015

Capital: New Delhi
Population: 1.2 billion

India has an enormous international presence, both in population size and cultural influence, and an equally substantial part of the Asia-Pacific region. As the seventh largest country in the world and the capital of Bollywood, India is a standout in entertainment culture in the Eastern region.

It comes as no surprise that India has quickly become a leader in embracing electronic music culture in the Asia-Pacific region. The populous country has adopted the music with lightning fast speed – already, young festivals have been widely successful and the music both commercial and underground has gained incredible traction amongst the country’s audience. In fact, electronic music’s influence is already so strong that much of Bollywood and its music has become heavily influenced by electronic sounds.

Major Music Festivals:

Sunburn
VH1 Supersonic
Enchanted Valley Carnival
NH7 Weekender

Major Nightclubs:

Kitty Su (Mumbai, New Delhi and Chandigarh)
BlueFrog (Mumbai, Pune, Bangalore)
IKandy (New Delhi)
Humming Tree (Bangalore)

Major Artists:

Arjun Vagale
BLOT
Kohra
Nucleya

Major concerns and limitations:

Major concerns and limitations:
Each state in India has its own laws
Venues face strict restrictions
Balancing low ticket prices and high production costs

Electronic music culture is already robust and thriving in the country of India. Thanks to such a high demand and interest, brands have already begun the process of formalizing the young industry by supporting major music festivals like Sunburn, VH1 Supersonic as well as incoming international brands like Sensation, Awakenings and interest from Tomorrowland.

In addition to growing festival brands, a major component of a country’s ability to grow and nurture electronic music are its own local output. Local talents coming out of India have already begun to travel internationally to showcase their talents. The country continues to progress by establishing labels and support systems for local talents, making the electronic music growth both an internal and external force.

Though the growth in India seems generally optimistic, the country still has several limitations it must be aware of in order to properly maintain the explosive progression it is currently experiencing. Specifically, the government is still getting familiarized with the culture, and because each state in India has its own laws, often putting on large-scale events or successfully building a nightclub brand has been difficult. Additionally, those who host the large festivals are finding a need to balance low ticket prices to continue making it accessible while also dealing with high production costs.

Check out this video by Bose exploring the vibrant electronic music scene in India.

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