Creators and stand-up comics are driving India’s live events boom

Bhakti Vaza, senior manager, client servicing at BC Web Wise, a digital marketing agency, said for years, social media was where creators built reach. Today, live events are where they build relationships. “In metros, we’re seeing audiences gravitate towards premium experiences like live podcasts, comedy specials and creator festivals. But the more exciting growth is happening in tier-two cities. Places like Jaipur, Surat and Guwahati are proving that demand isn’t limited to Mumbai or Bengaluru. In many of these markets, a creator’s visit becomes a cultural event because audiences have been consuming their content for years but rarely get to experience it in person,” Vaza said.