Building India’s Gig Circuit Requires Collaboration, Empathy and Shared Standards, Say Industry Leaders at CultureCon Mumbai 2026
Girish ‘Bobby’ Talwar (Founder, Rebellion Management) – ”If we can bring every stakeholder to the table – from artists and venues to brands, platforms and policymakers – we can begin building the blueprint for India’s live music ecosystem.”
Jishnu Dasgupta (Guitarist, Swarathma) – “The biggest challenge is that every tour begins from scratch. If artists, venues, brands, booking agents and platforms can work as one circuit instead of in silos, we can make touring far more efficient.”
Mahesh Mathai (Co-founder, blueFROG) – “People are willing to spend on live experiences today. The challenge is helping them recognise the value of paying for live music in intimate venues as well.”
Aparajita Mukherjee (Brands in Culture Head, Diageo India), – “Brands are no longer just investing in media, they’re investing in culture. The artists who create authentic connections with audiences are the ones brands want to build long-term relationships with.”
Dipti Rao (Arts Manager, Prestige Centre for Performing Arts) – “Building a venue isn’t just about booking artists – it is about building audiences. Audience development is as important as artist development if we want a sustainable live music ecosystem.”
Roydon Bangera (Chief Business Officer, SkillBox) – “The industry isn’t short of data, it’s short of using it. We already have audience insights that can help artists, venues and promoters make smarter decisions.”
Rafael Pereira (Managing Partner, TINNUTS) – “Before we can build an industry, we need to build standards. Those standards shouldn’t come from the top down, they have to be created by the people who make this ecosystem work every day.”
Summary
CultureCon Mumbai 2026, in collaboration with the National Centre for the Performing Arts (NCPA), hosted a thought-provoking Fishbowl session on ‘Building a Music Venue Circuit’, bringing together artists, venue operators, promoters, ticketing platforms, brand leaders and legal experts to tackle one of the biggest challenges facing India’s live music industry – the lack of a structured gig circuit.
Moderated by Girish ‘Bobby’ Talwar – (Founder, Rebellion Management), the session featured Jishnu Dasgupta (Guitarist, Swarathma), Dev Bhatia (COO, Big Bad Wolf), Dipti Rao (Arts Manager, Prestige Centre for Performing Arts), Mahesh Mathai (Co-founder, blueFROG), Aparajita Mukherjee (Brands in Culture Head, Diageo India), Roydon Bangera (Chief Business Officer, SkillBox) and Rafael Pereira (Managing Partner, TINNUTS).
The discussion centred on the need to move away from building every tour from scratch towards creating a connected ecosystem where artists, venues, brands, promoters and ticketing platforms work collaboratively. Panellists agreed that while India’s appetite for live music has grown significantly, the supporting infrastructure has struggled to keep pace.
Speaking from an artist’s perspective, Jishnu Dasgupta highlighted the inefficiencies involved in planning tours, noting that artists often have to begin conversations with every venue from scratch. He stressed that a structured circuit could simplify planning, reduce logistical challenges and allow all stakeholders to work more efficiently.
The conversation also explored the role of venues in nurturing audiences, with panellists emphasising that audience development requires long-term planning, consistent programming and shared marketing efforts. The return of blueFROG was cited as an encouraging moment for India’s independent music ecosystem, while also sparking a wider discussion on creating venues that prioritise discovery alongside commercial success.
While brands today increasingly seek authentic cultural partnerships rather than simple visibility, ticketing platforms pointed to the wealth of audience insights and market data that can help artists, promoters and venues make more informed decisions when planning tours.
The session concluded with a collective call for greater empathy across stakeholders and the creation of shared standards, documentation and best practices that can lay the foundation for a sustainable, nationwide music circuit. Several panellists also committed to contributing resources, partnerships and knowledge to help move the conversation beyond ideas and into action.
