Bollywood acts as discovery gateway for international music artists in India
“If the artist is known for just one Bollywood-linked hit, sustaining ticket sales for repeat tours becomes difficult. India today hosts more international acts than ever before. The novelty factor has reduced. If they don’t engage meaningfully with Indian audiences via collaborations, Hindi shoutouts, local influences, they struggle beyond the initial hype,” said VG Jairam, founder, Hyperlink Brand Solutions, an experiential marketing agency specializing in high-impact live events, corporate shows, and cultural activations.
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