By Our Reporter
SHILLONG, May 3: A new report by EY-Parthenon and BookMyShow Live has identified Shillong as one of India’s most promising cities for live entertainment, following a remarkable 65-fold surge in event attendance over the past year.
Titled ‘India’s Rising Concert Economy’, the report highlights how mega concerts such as Coldplay’s shows in Ahmedabad, which generated a staggering Rs 641 crore in economic impact, can serve as blueprints for cities to boost tourism, infrastructure and cultural prominence through live music events.
Often referred to as India’s ‘Rock Capital’, Shillong is now turning its long-standing reputation into reality.
The city gained national attention when global pop icon Ed Sheeran included Shillong in his six-city India tour in February this year—a rare choice for any international act. His performance marked a significant milestone, reinforcing Shillong’s growing stature on the global entertainment map.
The report notes that smaller cities such as Shillong are leading a cultural shift. While metropolitan areas continue to host major events, tier-2 cities witnessed a staggering 682 per cent rise in live shows, signalling a more inclusive and widespread entertainment ecosystem across the country.
Industry experts attribute Shillong’s potential to its vibrant music culture, youth-driven audience picturesque setting. They, however, stress that strategic investments in infrastructure, hospitality and transportation are essential to sustain and grow this momentum.