The demand for Diljit Dosanjh’s concert tickets has increased The demand for Diljit Dosanjh’s concert tickets has increased with his stardom. He has become the first Punjabi singer to do so with his stardom. He became the first Punjabi singer to perform at Coachella last year,performed at Coachella last year, collaborated with ChandelierChandelier singer Sia, recently appeared on Jimmy Fallon’ssinger Sia, recently appeared on Jimmy Fallon’s The Tonight ShowThe Tonight Show and Closer Home, shared the stage with Shape of You singer Ed Sheeran earlier this year
Criteria for deciding the size of the site
The size of the concert venue depends on the stature of the artist. It can be broadly divided into three parts:
Club level: Usually an artist who has had a few viral songs and is unable to attract a large crowd
mid level: An established artist whose show can be staged in a mall or similar medium-sized venue
Big name: Superstar artist for whom stadium tickets get sold easily and organizers only need his name to sell the tickets
– Inputs from Founder and MD Deepak Chaudhary Eva Live
‘Prices vary depending on the artist’s fan base and the city’s spending capacity’
Ticket prices for multi-city tours vary depending on the popularity of the artist and the spending power of the local consumer in each city. “The cost of infrastructure associated with producing the event in each city plays a key role. Local spending power and people’s willingness to pay for live events may vary. For example, a ticket for an artist in Mumbai may cost ₹4,999, while the same ticket in Ahmedabad may be set at ₹1,999,” explains Mohit Bijlani of Team Innovation. “Ticket prices may be higher in cities where the artist has a good following. In cities where the artist is new, like Bengaluru or Guwahati for Punjabi acts, prices may be lower to build a fan base,” explains Avadh Nagpal of Soldout. Bryan Adams Deepak Chaudhary of EVA Live explains, “The show came in 2018, so we studied the selling prices from past experience. Many times, artists give you an idea whether it is the size of their show or they don’t want the tickets to be more expensive than a certain amount. Then there is also pricing according to the region. So you average the cost, make a 20-30% margin to it and then decide on a formula. Tickets worth more than Rs 55 crore were sold for Ed Sheeran’s Mumbai concert. This has never happened before in India.”
Concerts and tours are a major source of income for global artists. Taylor Swift’s The Eras Tour has been credited with boosting local economies in the cities and countries she has visited, and the tour itself has made her a billionaire
“Internationally, Taylor Swift And Beyonce is selling tickets at over Rs 1,00,000 – prices that were never heard of before. The trend has reached India, where artists such as Karan Aujla and Diljit Dosanjh are selling shows with tickets priced at Rs 30,000 to Rs 40,000. “The craze for high-priced concert experiences has firmly taken hold,” said Mohit Bijlani, founder of Team Innovation, which organised Karan Aujla’s concert.
Deepak, founder and MD of EVA Live, which is bringing Bryan Adams to India, says, “The live industry is shaping up. Our artistes are growing and eventually they are becoming the Beyoncés of the world. We are finally building brands. I think that’s what Diljit and Karan have shown us.”
How are concerts cheaper than music festivals?
Music festivals are not usually focused on just one main artist. “They feature a diverse lineup of artists from a specific genre or community, with the aim of bringing people together around a common theme or concept. Because of this, festival tickets are often more affordable, especially in the early years. As the festival becomes more popular and successful, ticket prices tend to increase. The pricing strategy depends on the audience’s response to the lineup and the festival concept, with prices increasing over time as the festival grows,” says Mohit Bijlani.
What are early bird tickets?
The concerts are divided into categories such as General, VIP and Fan Pit. Mohit says, “These are further divided into different pricing tiers based on demand. For example, an early bird general arena ticket may cost ₹999. Once this batch is sold out, the next pricing tier, Phase 1, will be ₹1,499 for the same ticket.” Deepak Chaudhary, founder and MD, EVA Live says, “We don’t open more than 12-15% in early bird tickets as they are only meant for promotion. What is happening now is that fans are not bothered about paying a higher price if they get a better experience.” Mohit Bijlani adds, “The price you pay depends on how early you buy your ticket. If you buy early, you benefit from a lower price.
When Karan Aujla announced his tour in July this year, the Delhi show saw a record 20,000 ticket sales and the early bird tickets were sold out within hours of going live. The team had to add two more shows to meet the demand.
‘FOMO is the biggest reason people are avoiding attending live concerts’
Live concert market There has been a significant surge in this in the post-Covid era. Deepak Chaudhry, founder and MD of EVA Live, says, “Transactions, credit card systems and managing money in your wallet have become easier, as well as more convenient locations – but most of all, it is driven by FOMO. Most people have bought tickets for Diljit because of FOMO. It’s like ‘if I’m not at that concert I’m not a good guy’, and that’s what we live on as promoters. For Bryan Adams, the Mumbai show sold out in 48 hours and that built the hype. If you get an artist of that size or scale, selling tickets for a show is not challenging.”
Anil Makhija, COO – Live Entertainment and Venues, says, “Putting fans first and our consumer-centric approach has made quality entertainment accessible to everyone. We are offering fans the biggest artists at the most affordable price.” Bookmyshowwho is bringing cold play To India.
