September 29, 2022

Justin Bieber set for India tour in October as international concerts and events return

NEW DELHI: Canadian singer Justin Bieber is due to perform in India’s national capital on October 18, signaling the return of international live events to the country after a two-year hiatus. Promoted by BookMyShow and AEG Presents Asia, tickets to the Justin Bieber Justice World Tour – India will go on sale on June 4 even as the pre-sale window kicks off earlier on June 2. Ticket prices start at 4,000.

Certainly, live events are back in India as covid restrictions ease in the states, reviving options for artists, sponsors and event organizers. Comedy events are the most popular, followed by music, including those from new and independent artists.

The focus is currently on smaller concerts in nightclubs, restaurants, cocktail lounges and shopping malls, said Anil Makhija, COO, Live Entertainment and Venues at the ticketing site. BookMyShowhad in a previous interview. “This strategy of allowing multiple smaller capacity events at smaller venues with a strong focus on security protocols has been very effective,” he said.

Capacity caps remain in some cities, but BookMyShow hopes pent-up demand will boost live entertainment. Its live events span comedy, music, drama, adventure, and other genres. Capacity for most events remains below 500, with a relatively higher average ticket price, approaching that of international performers in some cases. Indeed, capacities are lower and demand is high, Makhija said.

Conversations with new and existing brand partners reveal the beginning of budgeting for sponsorship spend. Categories where brands are keenly considering live entertainment as a relevant spending avenue for growth and partnership include edu-tech, e-wallets, banking and the broader avenue of fintech, e-commerce, including lifestyle and FMCG, in addition to automotive brands.

Organized events are a Rs. 10,000 crore industry, according to a report by EY-EEMA (Event and Entertainment Management Association).

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