Concert Tourism Boom in India: The Craze, the Cost, and the Black Market Behind It
Oct 10, 2024
Concerts have taken centre stage in India, with a surge in live music events that are putting the country on the global map for concert tourism. The Western concert culture has fully arrived, with fans crisscrossing cities to catch electrifying performances. Recent headliners like Coldplay in Mumbai and Diljit Dosanjh’s Dil-Iuminati tour have sparked a nationwide frenzy, boosting not only ticket sales but also fuelling growth in the hospitality and airline industries. In fact, concert tourism has seen over 30% growth in recent years. But behind the hype, the ugly side of black-market ticket sales looms large, with tickets being resold at up to 10 times their original price!
The Coldplay Craze: Sold Out in Seconds, But at What Cost?
India’s love for live music has never been stronger, and the craze is only getting bigger. When Coldplay announced its three-show stint in Mumbai, tickets sold out in minutes, leaving fans scrambling to secure a spot. But those who missed out found themselves at the mercy of third-party resellers who had hoarded tickets, only to sell them at exorbitant prices. Despite BookMyShow’s official declaration that the shows were sold out, numerous tickets mysteriously appeared on these unofficial platforms, sometimes at 5 to 10 times their face value.
What’s particularly troubling is the apparent nexus between legitimate ticket platforms and these resellers, raising questions about fairness and transparency. Fans, desperate to witness Coldplay live, are being taken advantage of, with some shelling out exorbitant sums of money that feed a growing black market.
In fact, the situation escalated so much that the Mumbai Police’s Economic Offences Wing (EOW) launched an investigation into the alleged black marketing of Coldplay tickets. CEO of BookMyShow, Ashish Hemrajani, was summoned for questioning, as accusations flew that the platform might have played a role in facilitating the resale of tickets at inflated prices.
Diljit Dosanjh and Karan Aujla: Fans Willing to Pay Any Price — A Lesson for Brands
Coldplay isn’t the only act driving fans wild. Punjabi music sensations like Diljit Dosanjh and Karan Aujla are proving that when consumers are passionate about a brand, or in this case, an artist, they’re willing to pay almost any price to get what they want. Dosanjh’s "DIL-UMINATI" tour is a prime example. Tickets were gone in the blink of an eye, and the resale market has turned into a goldmine, with some tickets being sold at exorbitant prices. In fact, even Diljit has announced Day 2 of his concert in Delhi, and that was also sold out in under 4 minutes. This is a critical takeaway for brands: if you build a loyal and emotionally invested fan base, customers will stretch their wallets for the experience.
Karan Aujla’s recent shows in Delhi offer another clear case of this phenomenon. His popularity has reached such a fever pitch that his Delhi show sold out so fast he had to announce two more shows. Even with three shows, the demand far exceeds the supply, creating a ripe market for opportunistic resellers.
This kind of feverish demand sends a clear message to brands across industries, whether you’re selling concert tickets, luxury goods, or exclusive experiences, consumers will go to great lengths when they feel strongly connected to your product. When a brand or artist captures the hearts of consumers, the sky’s the limit on what they’ll spend, reinforcing the importance of brand loyalty and the power of creating unforgettable experiences.
The Ripple Effect: Hospitality and Airlines Cashing In
While fans are paying a premium for tickets, other industries are also cashing in on the concert craze. Coldplay’s Mumbai concerts, in particular, have caused hotel prices near DY Patil Stadium to skyrocket. With most hotels fully booked, the few remaining options come with astronomical price tags. According to Booking.com, three-night stays at some hotels have surged to as much as INR 640,000 (approximately $7,600). All major branded hotels, including Taj The Trees, JW Marriott in Sahar and Juhu, The Westin in Garden City and Powai Lake, Four Seasons Hotel, The St. Regis Mumbai, and The Oberoi Mumbai are almost sold out during the concert dates.
Airlines, too, are enjoying a massive boost. According to ixigo, Mumbai has witnessed a staggering 350% year-on-year (YoY) spike in flight bookings, coinciding with Coldplay’s concert. Chandigarh, a key stop on Diljit’s DIL-UMINATI tour, saw a 300% YoY increase in flight bookings, while other cities on the tour, such as Delhi, Ahmedabad, and Indore, also reported a 100% growth in bookings around the concert dates.
It’s not just the concert tickets people are eager to buy; they’re ready to go the extra mile while bearing additional expenses like flights, stays, food, and local adventures to complete the experience.
The Dark Side: Black Market Booming
The growing obsession with live concerts has given rise to a flourishing black market for tickets, as savvy sellers exploit the scarcity of tickets and fans' desperation. The resale market for events like Coldplay and Diljit Dosanjh’s concerts has become rampant, with tickets being sold at several times their face value. For many ardent fans, the only option is to pay these inflated prices, turning what should be a joyous experience into a costly ordeal.
In the case of Coldplay, the sheer demand led to BookMyShow’s servers crashing as thousands tried to purchase tickets. This only added to the frustration and fed the black market further, with resellers seizing the opportunity to capitalize on fans’ desperation.
Despite efforts to clamp down on black market sales, the problem persists, and some are calling for stricter regulations to curb the illegal resale of tickets. For now, the concert craze shows no signs of slowing down, and as long as demand outpaces supply, the black market will continue to thrive.
However, BookMyShow has filed an FIR for black marketing of Coldplay's tickets and is also considering cancelling tickets sold through unauthorised channels and reiterating its strong opposition to illegal ticket resale.
Only time will tell if the tickets get cancelled, but the current situation has placed India in an uncomfortable spot, especially with the circulating rumours of the concert's cancellation. This could make global stars hesitant about including India in their future tours.
Conclusion: The Price of Passion
Concert tourism in India is booming, with fans showing an unprecedented willingness to travel across states, pay inflated prices, and book hotels months in advance just to experience live performances by their favorite artists. But, more must be done to protect fans from exploitation and ensure that their hard-earned money goes toward the experiences they cherish, not into the pockets of resellers.