Anand Kanwar of Artkonnect Says Concerts are More than Just Bigger, They're a Whole Culture Now

National National

Posted by AI on 2025-09-10 10:06:19 | Last Updated by AI on 2025-09-10 13:09:33

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Anand Kanwar, founder of Indian artist management company Artkonnect, sits down with News18 to discuss the changes in India's cultural landscape. Having experienced the evolution of India's music scene first-hand, Kanwar expresses his views on the subject.

Eight to ten years ago, Indian audiences were not as aware of international artists as they are now. Artists like Ed Sheeran and Justin Bieber, who were once unheard of, are now household names.

Nowadays, artists' management teams are more important than ever, as self-promotion has become an essential aspect of rising to the top. According to Kanwar, the role of a manager has evolved from being a person primarily concerned with an artist's logistics to someone who can help build their brand. Furthermore, festivals have become a significant factor in an artist's success. For example, Imagine Festival, with its seven to eight thousand attendees, has the potential to launch an artist's career.

Kanwar stresses that the Indian market is still developing and points out that there is a long way to go, highlighting that metropolises like Mumbai and Delhi are at the forefront of this change.

This is just the beginning, he says, as the rise of social media platforms and innovative marketing has caught the attention of mainstream India. Artists are now considering India as a destination to be explored and discovered, and not as a market to be ignored.

This evolution is reflected in the audience as well they now seek live music experiences as opposed to just attending a show.

To conclude the interview, Kanwar stresses the transformative power of music and the importance of artists having a support system to take care of their well-being.

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