REMSI (Regional electronic music scene indicator) is a tool created by KRPT Group that analyses 129 regions, 300k+ artists and 200k+ venues. This database is a comprehensive view of the global electronic music scene that can detect trends and opportunities.
We identified India as one of the top 10 regions out of 129 to watch, with the nation having the second largest digitally engaged audience and the fastest growing major economy in the world.
As a result of the thriving economy, India has built a huge market of young people looking for new experiences, making it one of the most exciting and fertile regions for the electronic music scene.
ASIA FESTIVAL MARKET: A FERTILE SPACE
The saturated European festival market is on the decline with over 10% of festivals in the UK alone being predicted to shut down this year. The European festival experience has been subdued, with festivals offering a very similar experience that is never really evolving.
The Asian market however is on the rise, with festivals offering hotter weather, more exotic settings and beach parties that appeal to people looking for something new. Ultra festival alone hosted festivals in eight locations across Asia, attracting 350,000 fans and growing 56% in tickets sales from 2015.
India is a hugely connected country with the second largest internet user base in the world. It also has a thriving young population with 35% aged 16 - 35.
As a result of this, India has a huge audience of young people ready to be engaged with and participate in the electronic music scene. Signs of the strength of this audience in India are shown by the fact that one of the biggest DJ’s in the Europe, Carl Cox, has less fans in the UK than he does in India.
Mumbai is Driving the Scene
Mumbai has been the hub for India’s creative industry for some time now. South Mumbai in particular has seen a vast amount of renovation with former cotton mills being turned into skyscrapers and its 1,800 acres of dockland giving a blank canvas for creatives to thrive.
As a result the electronic music scene has also started to get global recognition, with Boiler Room hosting their first ever Mumbai session in 2016. One of the biggest dance conferences in the world, ADE, also hosted it’s second Mumbai edition which really shows how this city is growing. This year will undoubtedly see an increase in interest with global festivals like Outlook festival confirming they will be hosting parties.
One of the leaders of the Indian electronic music scene, Dev Bhatia, gives his view on how brands can support, and the talent to watch for 2017.
How fast is the electronic scene growing in India?
Things in India are moving blazingly fast. We’ve got a mammoth young audience who are looking for newer experiences – be it in food, music or events. Homegrown talent are packing local venues and headlining festivals across the country and are ready to hit the global stage. There has been a growth in major festivals as well and international event brands are looking to expand into this territory.
What are the challenges for the scene at the moment?
It really has to be two things: A lack of venues/infrastructure and timings.
How can brands support the scene and make the best impact?
Brands need to work on long term collaborations with the emerging artists and invest in the scenes growth. There’s a huge opportunity for a brand to grow an authentic presence and a flash in the pan campaign will have no real value.
What brands are supporting the scene in the right way?
Red Bull and Budweiser are the main brands leading the scene.
Any artists and events to watch for 2017?
Artists would be FILM, Oceantied, Seven & Seven and Spryk. Events would be FRWD, RESET, Magnetic Fields and conferences such as ADE Mumbai and Coalition.
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