The World Audio Visual Entertainment Summit (WAVES 2025) continued to deliver on its promise of shaping the future of global entertainment with a compelling session titled “Live – The New Face of Entertainment,” held on May 2 at The Studio Theatre, Nita Mukesh Ambani Cultural Centre (NMACC).
Curated by EVENTFAQS Media in collaboration with Shows of India, the session brought together an esteemed panel of visionaries redefining the boundaries of live entertainment in the digital age. Moderated by Deepak Choudhary, Founder & MD of EVA Live and EVENTFAQS Media, the discussion delivered sharp insights into the revival, relevance, and reinvention of live experiences across formats.
Distinguished Panelists Included: Mahesh Bhupathi, CEO, SG Sports and Entertainment; Owen Roncon, Chief of Business, BookMyShow; Samit Garg, Co-founder & MD, E-Factor Experiences; VG Jairam, Founder, Hyperlink Brand Solutions
The session explored the rapid evolution of the live entertainment landscape — from large-scale productions to intimate, tech-enabled experiences. Panelists emphasized how storytelling, immersive environments, and seamless brand integration are becoming essential to successful live formats. In an era where audiences crave emotional connection and real-world engagement, live events are proving to be critical platforms for culture, commerce, and community.
Owen Roncon shared: “At BookMyShow, we’ve really pushed the boundaries — last year alone, we produced over 700 shows. Lollapalooza India has been a game-changer. It took three years to become profitable, but now it’s one of Mumbai’s biggest music festivals, with record ticket sales and ₹30 crore in sponsorships — the highest I’ve seen in my career. This journey proves what’s possible when you believe and stay the course.”
From the integration of AR/VR and real-time interactivity to the monetization of fandom and branded IPs, the conversation highlighted that innovation and emotion are now core to live entertainment. Each panelist offered a behind-the-scenes look at how their organizations are investing in infrastructure, technology, and creative partnerships to navigate this rapidly shifting landscape.
Deepak Choudhary noted: “Touch-and-feel experiences are non-negotiable for brands today. Live events deliver that like nothing else. BFSI brands like HSBC are fully committed, while for alcohol and auto brands, events are often the only way to connect meaningfully with consumers. Events aren’t just a marketing channel — they build emotional equity, and smart sponsorship unlocks that value.”
The session was met with resounding applause, leaving the audience inspired by the opportunities that lie ahead in the live entertainment sector.
Key Quotes from the Session:
- “If you want to enter the live business, dive in fully. You can’t be halfway in. This is a real business — with both profit and risk. But if you go in with that mindset, it’s an exciting time. Brands are showing interest, and the momentum is real.”
- “We’ve focused on building long-term IPs with brands rather than just chasing yearly sponsorships. People rarely remember who sponsored a big concert, but a well-crafted IP reflects a brand’s personality and builds deeper connections.”
- “This business rests on three pillars: the audience, the corporates, and the artists. Each artist brings a unique crowd, but it’s the experience you create around the performance that truly sets your event apart.”
“Live – The New Face of Entertainment” stood out as a highlight of WAVES 2025, reinforcing the summit’s mission to spark bold conversations and shape the future of global entertainment.
