Cities such as Guwahati, Indore, Lucknow and Jaipur are emerging as important markets as the concert circuit expands beyond metros.
Moneycontrol News
October 26, 2026 / 11:47 IST
music concert
- Post Malone concert in Guwahati drew fans from 200 cities.
- Live music events boost local economies in Tier 2 cities.
- 44% of attendees sought emotional healing at live shows.
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More than half the audience at Post Malone’s concert in Guwahati last year travelled from outside the city, highlighting how India’s growing appetite for live music is drawing fans to destinations beyond traditional concert hubs.
According to BookMyShow Live’s report, OOO: Offline. Outdoors. Out Loud, 53% of concert-goers at the event travelled from outside Guwahati, with attendees coming from more than 200 cities and towns across India. The concert generated an estimated economic impact of Rs 43 crore.
The report found that for every Rs 100 spent on a ticket to the Guwahati concert, attendees spent another Rs 899 on travel, accommodation, food and other local businesses, underscoring the spending generated by large-scale live events beyond ticket sales.
The findings come as India’s concert circuit expands beyond major metropolitan centres, with cities such as Guwahati, Indore, Lucknow and Jaipur gaining prominence as live music destinations.
The report also points to a shift in how audiences engage with live music, with concerts increasingly becoming a platform for discovering new artists rather than simply watching established favourites.
A survey of nearly 1,700 concert-goers aged 18 and above, conducted across 75 Indian cities over five weeks starting June 10, 2026, found that 72% of respondents discovered a new artist at a live show during the 2025–26 season.
The trend extended to smaller markets, with around 70% of respondents from Tier 2 cities saying they had discovered a new artist at a concert during the season.
The findings point to opportunities for emerging performers to reach new audiences through live shows and music festivals.
Emotional connection goes beyond music
For many concert-goers, the appeal of live music extends beyond entertainment.
About 44% of respondents said they attended a live show seeking emotional healing, while 49% of millennials identified emotional healing as their ideal concert outcome.
The emotional connection also extended beyond the event itself. Around 69% of respondents reported experiencing some form of post-concert blues, with 46% saying they felt it after every concert.
Despite the growing popularity of concerts, fear of missing out (FOMO) was not a major motivation for attending live events, according to the survey.
Only 4% of respondents cited FOMO as their reason for attending a concert.
Instead, familiarity with artists and the experience of being part of a live audience emerged as stronger motivations.
About 51% said they attended concerts because they had grown up listening to an artist and followed their journey over the years.
Meanwhile, 66% identified the moment when an entire crowd sings a chorus together as the experience that gave them the strongest chills.
Moneycontrol News
first published: Oct 26, 2026 11:47 am
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