Clothes maketh the fan: Why India’s concert boom is music to apparel startups’ ears
Merch madness gripped the nation
The Indian concert scene has been on a meteoric rise, with global artistes like Coldplay, Ed Sheeran, and Diljit Dosanjh gracing the country’s stages. This surge in popularity has brought about a whopping increase in demand for concert merchandise, with fans clamoring to get their hands on limited-edition band tees, hoodies, and accessories. For apparel startups, this is music to their ears, as they ride the wave of a growing industry.
India’s concert boom: A 7-year high
According to an EY report, the number of music concerts held across India is set to double from over 8,000 in 2018 to approximately 16,700 this year. This surge in concert activity has led to an astonishing 47% of the music industry’s revenue being generated from digital platforms, 36% from broadcast, 10% from film entertainment, and 7% from concerts. Concerts are expected to generate a whopping ₹1,000 crore by 2025, with the Ahmedabad show alone attracting over 134,000 fans, making it the largest stadium concert in India to date.
Exclusivity and authenticity: The key to success
Companies such as Myntra, The Souled Store, and The Banyan Tee are reaping the benefits of this concert boom, leveraging their unique approach to high-quality, exclusive merchandise. By introducing limited-edition items, collaborating with artists, and incorporating unique design elements, these brands have created a sense of urgency and excitement that has translated into increased demand.
Quick delivery: The new norm
The rise of quick delivery services has also revolutionized the way concert merchandise is sold, with Myntra’s M-Now enabling fans in Bengaluru to get their hands on merchandise in just 30 minutes. The Banyan Tee is also exploring ways to offer same-day delivery, while The Souled Store is working on building a direct relationship with bands and artists to create exclusive, high-quality products.
A fashion revolution
What’s clear is that concert merchandise has become a significant driver of fashion trends, with fans seeking memorabilia that deepens their connection with their favorite artists. With India’s live music ticket sales projected to reach $253.89 million by 2025, and the apparel market expected to grow to $171.60 billion by 2034, this trend is poised for sustained expansion. By focusing on exclusivity, authenticity, and quick delivery, apparel startups are well-positioned to capture a significant share of this growing market.
Futuristic strategies
To succeed in this space, companies must adopt a digital-first approach, leveraging social media, influencer campaigns, and customer engagement. Omnichannel distribution, such as concert pop-ups, online exclusives, and VIP drops, can drive urgency and demand. Brands must also build strong relationships with artists and event organizers to create reciprocal opportunities that benefit both parties.
The future looks bright
As the concert boom in India continues to gain momentum, it’s clear that apparel startups are in the perfect position to cash in on this wave. With the right strategies in place, these companies can create a scalable, high-margin business that resonates with fans and sets the tone for the future of the music industry.
Sources:
- EY Report on the Indian Music Industry
- Myntra’s Annual Report
- Interviews with industry experts and company officials
Questions?
- How do you think the rise of concert merchandise will impact the music industry?
- What strategies do you think apparel startups should adopt to stay ahead of the competition?
- Do you think quick delivery services will continue to play a key role in the future of concert merchandise?
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