Signal and Noise: Why Sound Matters in an Emerging Market
From the sun-soaked beaches of Goa to the vibrant energy of Ibiza’s legendary clubs, my journey with music has always been one of exploration and connection.
In the early days, spinning tracks alongside icons like Paul Oakenfold, I saw firsthand how music could bring people together across cultures and boundaries.
Five years ago, my travels took me to India, not as a performer, but as a seeker of deeper meaning. Immersing myself in an ashram in Kerala to study meditation and yoga, crossing the country I discovered a burgeoning music scene as diverse and dynamic as the landscape itself.
Fast forward to 2025 Lollapalooza India in Mumbai, working with the incredible local teams. Their collaborative spirit, their passion for blending global influences with local flair was truly inspiring.
There was a feeling in the air: India’s live music moment has arrived.
India’s Changing Demographic: A Nation on the Rise
Something special is happening in India right now. With one of the youngest and most highly educated populations in the world, India is undergoing a seismic shift in how it engages with global music culture. The country has long been a leader in engineering, software, and business, producing visionary executives who now shape the world’s biggest tech companies:
👉 Sundar Pichai – CEO of Google & Alphabet
👉 Satya Nadella – CEO of Microsoft
👉 Shantanu Narayen – CEO of Adobe
India’s talent pool is vast, and this same spirit of innovation is now driving a live music revolution.
For decades, major global artists bypassed India on their world tours. Now? They’re adding India as a must-play stop.
💡 Coldplay, Ed Sheeran, Guns N' Roses and many others are bringing their shows to India.
💡 With rising disposable incomes and supportive economic policies, live music is booming.
💡 A new generation of local artists and fans are shaping a global music hub.
Lollapalooza India isn’t just a festival - it’s a cultural milestone.
The crowd’s energy, the curiosity, the pure joy of discovery—it’s unlike anything I’ve seen in a long time. It wasn’t just about watching fans enjoying the performances of their favourite artists. It was about being part of something truly historic.
And for me with TagMix I was lucky enough to be right in the middle of it.
Bringing TagMix to Lollapalooza India
Deploying TagMix at Lollapalooza India felt like we were helping better represent a growth industry in real time.
India is known for embracing innovation, and we saw this firsthand.
💡 From day one, every artist who performed at Lollapalooza had an enhanced TagMix clip posted.
💡 Local artists approached us directly, wanting to bring TagMix on tour across India.
💡 They understood that professional-quality performance clips on social media aren’t just about looking good—they’re about competing globally.
India’s music industry is scaling fast, and the infrastructure is evolving just as quickly. Festivals, venues, and promoters are rushing to improve their setups to match the standards of Europe and North America and TagMix is helping them to get there.
Why Sound Matters in an Emerging Market
At Lollapalooza India, the excitement was electric.
But what happens when the festival ends?
👉 The conversation continues online.
We’ve seen it time and time again: social media is where music culture now thrives.
And in an emerging market like India, where millions of new fans are discovering live music for the first time, content from these events matters more than ever.
🔥 Great video clips spread the word.
🔥 Professional sound quality makes performances unforgettable.
🔥 TagMix technology ensures India’s artists and venues can showcase their best moments with clarity and impact.
India’s young, tech-savvy audience expects high-quality content, and that’s exactly what we’re helping them create.
The future of India’s live music scene isn’t just about booking big artists.
It’s about how those moments are captured, shared, and remembered.
And we’re honoured to be part of that.