Performing Arts Marketing in India: Strategies, Challenges, and Emerging Opportunities

Abstract

The Indian performing‑arts sector entailing Dance, Music and Theatre has expanded rapidly over the past years, driven by rising disposable incomes, digital connectivity, and a renewed yet rising interest in both traditional and contemporary forms. Despite this growth, artists and organisations continue to struggle with limited marketing expertise, scarce financial resources, and fragmented audience bases. This paper investigates the marketing practices of performing‑arts entities across India, with a particular focus on digital media, content creation, and partnership strategies. Using a mixed‑methods design that combines an online survey of 212 artists and managers, semi‑structured interviews with 28 industry experts, and two in‑depth case studies (Vasanth Kiran’s Dance Bharata Kala Grama Gurukulam and the National Centre for the Performing Arts), the study identifies key drivers of audience engagement, the role of cultural capital, and the impact of government policies. Findings reveal that a hybrid approach—integrating social‑media storytelling, data‑driven audience segmentation, and cross‑sector collaborations—significantly enhances ticket sales and donor support. The paper concludes with actionable recommendations for practitioners and outlines a research agenda for scholars interested in the intersection of culture, technology, and marketing in emerging economies.