William Morris endeavor’s vision for India’s concert market

The global live music industry is experiencing unprecedented growth, with 2025 expected to be the biggest year for concerts. India, with its massive youth demographic and growing economy, is emerging as one of the most exciting and untapped markets in this expansion. Kirk Sommer, Global Co-Head of Music at William Morris Endeavor (WME), predicts that India will soon become a major hub for international concerts and a launchpad for Indian artists on the global stage.

WME’s Expanding Global Presence and Its India Strategy

With 125+ years of experience, WME has played a pivotal role in the entertainment industry, managing global tours for some of the biggest names in music, film, and television. Booking over 42,000 performances annually across 200+ countries, WME is now actively working to integrate India into its global touring strategy.

Sommer, a widely respected figure in the industry, sees India’s young, music-loving population and rapid economic growth as key factors making it a prime destination for live concerts. He believes that Indian artists are on the verge of breaking into the global music scene, similar to the rise of Latin, K-Pop, and J-Pop acts.

India’s Growing Influence in the Live Music Industry

India’s market potential is immense. With a population of 1.4 billion, where over 50% are under 25, the country is seeing an exponential rise in music streaming, sponsorships, and ticket sales. In 2023 alone, India recorded over a trillion on-demand music streams, highlighting the immense appetite for music consumption.

Economic indicators also support India’s rise as a concert destination. It ranks among the top five global economies, maintaining a steady 7% growth rate. As global artists explore new markets, India is fast becoming impossible to ignore.

Challenges and Opportunities in Touring India

Historically, logistical complexities, lack of infrastructure, and price sensitivity have posed challenges for international tours in India. However, Sommer emphasizes that these barriers are being dismantled as investment in venues and large-scale events continues to rise.

“Major venue investment is booming, and India will soon have world-class event spaces and financial opportunities to support international artists,” says Sommer. He believes corporate sponsorships, cultural subsidies, and large festivals will make India a more viable touring destination.

India’s Emerging Concert Hotspots

India’s major cities are already witnessing a surge in live music events. Mumbai, Delhi, and Bangalore have hosted large-scale concerts, particularly in electronic music. Lollapalooza Mumbai, for example, has seen overwhelming success, proving that major festivals can significantly contribute to local economies.

Sommer draws parallels with Coachella and Lollapalooza in Chicago, citing their massive economic impact. He envisions similar growth for Mumbai and other Indian cities, stating that investment in infrastructure is the key to unlocking India’s full concert potential.

Beyond the metropolitan hubs, cities like Gurgaon, Chandigarh, Jaipur, Kolkata, Shillong, Guwahati, Hyderabad, Chennai, Kochi, Pune, and Indore are poised to become major live music destinations.

The Future of Western Artists Touring India

For many Western artists, India has been a difficult market to break into due to logistical issues and uncertain financial returns. However, Sommer is confident that this will change rapidly.

“It may take a few years, but India’s touring scene will soon explode,” he predicts. WME has already facilitated high-profile tours in India for artists like Coldplay, Dua Lipa, Greta Van Fleet, The Strokes, and The Goo Goo Dolls, all of whom have seen strong fan engagement.

WME’s Mission to Take Indian Artists Global

WME isn’t just focused on bringing Western artists to India—it is actively scouting and promoting Indian artists to break into the global market. Sommer and his team are leveraging streaming data and live performance metrics to identify Indian artists with strong international potential.

“This is a top priority for us,” says Sommer. “Many Indian artists already have global audiences without realizing it. We want to help them achieve international success.”

Drawing from the success of Latin, K-Pop, and J-Pop artists, WME believes that Millennials and Gen Z are embracing non-English music like never before. The agency is positioning Indian artists for major multi-format festivals and world tours.

Predictions for the Future

According to Sommer, India’s music industry is on the brink of global dominance. As infrastructure continues to improve and more international artists perform in the country, India will become a top-tier concert destination.

Similarly, the rise of Indian superstars on the world stage is inevitable. While the process has been gradual, WME is committed to accelerating this trend by collaborating with both established and emerging Indian talent.

“In the near future, Indian artists will sell out arenas worldwide,” Sommer predicts.


India is on the verge of a live music revolution. With WME’s expertise, increased investment in infrastructure, and a rising demand for concerts, the country is set to become a dominant player in the global music industry.

Whether through bringing major Western artists to India or helping Indian artists break into the international scene, WME is shaping the future of India’s concert landscape.