MAM
IPRS to host a webinar on ‘Getting organized during Adversities’ in association with Music Plus
In the wake of current pandemic, many sectors and industries been adversely impacted resulting in widespread uncertainties. There are growing concerns over livelihood and people are looking for direction and support to survive the economic downturn. The importance of being represented as a community whichever be the sector is felt now more than ever. Rallying behind, the music creation fraternity, IPRS has been organizing a series of workshops and webinars to address various issues and offer solutions during the lockdown phase. As part of this sustained effort, The Indian Performing Right Society Ltd. (IPRS) will host a webinar titled ‘Getting Organized during Adversities’, in association with Music Plus on Wednesday, 27th May at 4pm. The session will be LIVE on Music Plus and IPRS social media handles.
In this session, some of the finest minds in the music creation space from India and abroad, will be discussing best practices and ways & means to have a sustainable and rewarding future.
The panelists of the session include luminaries from the music industry such as Mr. Horace Trubridge, General Secretary Musicians’ Union; Mr. Ratish Tagde, President Musicians Federation of India (MFI) and Mr. Vijay Benegal, Sound Engineer and the session will further be moderated by Mr. Atul Churamani, MD Turnkey Music & Representative of IPRS.
Commenting on the initiative Mr. Rakesh Nigam, CEO of the IPRS said, “With the boom in distribution and consumption of content, there had been a surge in music creation as well. However, the sudden halt, owing to the pandemic has resulted in a situation of great uncertainty for the entire music fraternity comprising of music creators, performers, technicians, and the labour force. Hence through the webinar, IPRS is bringing together the stakeholders from different sectors of the industry to highlight the impending crisis and recommend ways to streamline the work process, thus paving the way for a rewarding future for music and the community as a whole.”
Mr. Atul Churamani, Founder and MD of Turnkey Music & Publishing and Publisher Member of IPRS said, " We haven't had a crisis like this in our lifetimes and the financial havoc it will wreak is yet to be fully understood. However, there are already people and sections of the music industry that are in distress. Action needs to be taken now, to both tackle this crisis and anyone that may crop up in the future. This panel should throw forth a lot of ideas that can be acted on swiftly".
Mr. Horace Trubridge, General Secretary Musicians’ Union commented, “This terrible pandemic has hit the international music community particularly hard. Organizations like mine are working flat-out to provide musicians with the support advice and guidance that they need to see them through this crisis and musicians’ representatives all over the world need to work together as we plan for recovery”
Mr. Ratish Tagde, President Musicians Federation of India (MFI) said, "This global pandemic has caused financial insecurities across the world and various sectors. The Indian Music industry is no exception to that. We need to unite, fight this together, and explore opportunities."
Mr. Vijay Benegal, Sound Engineer mentioned, "Most people know of the many singers, lyricists and composers that are involved in the production of music. Not many are aware of the time and effort put in by sound engineers and technicians who work behind the scenes to create the magic. COVID19 has introduced severe uncertainties that our industry has never before experienced. Moving forward, it is essential for us to come together and create suitable platforms that voice our professional concerns and support each other.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
