“If you wanna run away with me, I know a galaxy
And I can take you for a ride
I had a premonition that we fell into a rhythm
Where the music don’t stop for life
Glitter in the sky, glitter in my eyes
Shining just the way I like
If you’re feeling like you need a little bit of company
You met me at the perfect time”
Who hasn’t heard these lyrics from one of the most streamed songs in US Billboard history, which cemented Dua Lipa as a global icon? During her recent tour in India, Dua Lipa thrilled fans with Bollywood-inspired dance moves, paying homage to India’s admiration for Shah Rukh Khan. This moment quickly went viral, with fans and media praising her efforts to connect with Indian culture.
As an International Business and Economics professor, I believe that blending cultures is an ideal recipe for both economic and cultural growth. Just as the song suggests, “If you need a little bit of company, you met me at the perfect time,” this is precisely what we’ve been observing at concerts and collaborations in recent years. From Dua Lipa channeling Shah Rukh Khan to Diljit Dosanjh collaborating with Ed Sheeran, these instances transcend mere entertainment; they serve as economic catalysts that generate substantial revenue and foster cultural goodwill. So, what is driving these changes?
Firstly, the music industry has undergone significant transformations over the past decade. The emergence of streaming services like Spotify and YouTube, coupled with the global reach of social media, has dismantled language barriers and birthed global superstars. Genres such as K-pop, Latin reggaeton, and Afrobeat have demonstrated that music can seamlessly traverse linguistic and cultural divides.
Secondly, concerts now play a crucial role in this global narrative. International tours not only highlight artists’ music but also facilitate cultural exchanges. Artists often find that engaging with local cultures during performances strengthens their bond with fans and creates unforgettable experiences that resonate well beyond the concert venue. However, it is glocalisation—the adaptation of global trends to local cultures—that has fundamentally altered how international artists connect with diverse audiences during concerts. Third, Social media amplifies these moments, transforming performances into viral phenomena. Videos showcasing international stars embracing local culture often accumulate millions of views, reinforcing cultural ties while broadening artists’ audiences.
Additionally, from the cultural perspective, by incorporating local cultural elements into global performances, artists enhance their relatability and authenticity. This trend is exemplified by memorable moments like Beyoncé’s African-inspired attire at the Global Citizen Festival or Coldplay’s Chris Martin singing Channa Mereya. Collaborations between international and local artists—such as Punjabi star Diljit Dosanjh performing alongside Ed Sheeran—create a unique blend of styles that resonate universally.
And from the economic standpoint, the economic ramifications of global concerts are substantial, benefiting all stakeholders involved. Revenue sources include ticket sales, sponsorship agreements, merchandise sales, and live-streaming rights. For example, Taylor Swift’s Eras Tour reportedly brought in billions of dollars in ticket sales, setting a new standard for the economic potential of global tours. Additionally, hosting international artists significantly boosts local economies by enhancing tourism, hospitality, and transportation sectors. Hotels, restaurants, and local vendors experience increased business activity while governments benefit from higher tax revenues. Local artists and industries also gain visibility through collaborations and opening acts.
These opportunities can lead to lasting advantages such as greater exposure, record deals, and the development of hybrid genres appealing to global audiences. In conclusion, the experience economy within the music industry illustrates how global influences can harmonize with local cultures to create enriching experiences that resonate on multiple levels—culturally and economically. As we continue to witness this evolution in music performance and collaboration, it becomes evident that embracing diversity is not just beneficial but essential for sustained growth in today’s interconnected world.
