Live music isn't just about catchy tunes and electrifying performances; it's a powerful economic engine, fueling tourism, job creation, and overall growth.
Here in Malaysia, the live music scene is experiencing a boom, generating significant economic benefits and attracting passionate music lovers.
Consider Coldplay's recent concert in Malaysia. It not only grossed over US$10 million (RM51.9 million) but also pushed public transport ridership to a record high of 1.2 million in a single day.
This translates to increased revenue for transportation services, food and beverage outlets, and hospitality sectors – a testament to the industry's positive impact.
Our neighbour, Singapore, has also seen remarkable success, especially with Taylor Swift's Eras Tour earlier this year, which, thanks to an exclusivity deal, made Singapore the only Southeast Asian stop.
This strategic move paid off in a big way, generating an estimated US$375 million (RM1.7 billion) in tourism receipts and boosting Singapore's GDP growth to 2.9 per cent for the first quarter – the highest in six years.
The Diverse Landscape in Malaysia
A significant portion of the Malaysian population is young and passionate about music, with rising disposable income.
This fuels Malaysia's diverse live music scene, offering experiences for every music lover.
Large-scale international act concerts, like Coldplay's record-breaking show, generate significant revenue and position Malaysia as a major player in the region.
Smaller showcases, on the other hand, provide a platform for up-and-coming local talents to develop their craft, feeding the pipeline for future stars.
Music festivals, like Raising the Bar, Pinkfish, and others, offer a diverse lineup at a great value, fostering cultural exchange and boosting the local economy through ticket sales, sponsorships, food & beverage stalls, and merchandise.
This thriving ecosystem benefits everyone. Fans discover new music and connect with their favourite artists.
Aspiring musicians gain valuable experience and build their fanbase. The local economy sees a shot in the arm through increased spending and job creation.
Malaysia: A Regional Hub in the Making
Southeast Asia has become one of the most popular destinations for megastars, with rich rewards from a massive fan base.
Malaysia, with its strategic location and infrastructure, is perfectly positioned to become a key player.
The impact is undeniable. Coldplay's concert smashed attendance records, selling a staggering 81,812 tickets. This wasn't just a one-off phenomenon – international superstars like Blackpink also found a passionate audience in Malaysia, with their "Born Pink" tour selling out completely, captivating 62,000 fans. Even legendary local artists like Siti Nurhaliza continue to draw massive crowds, with her concert attracting a remarkable 67,000 fans.
This flourishing scene doesn't come as a surprise as we've seen the Malaysian music industry reaching new heights in 2023, generating a record-breaking revenue RM303.89 million – the highest ever recorded since 1998.
While impressive, these figures are likely to continue growing, especially with all stakeholders in the industry – government, brands, and record labels – collaborating strategically.
Building a Cultural Powerhouse Collaboratively
Government agencies like MyCreative Ventures and Riuh are already paving the way by organising festivals and events, providing invaluable platforms for local artists to showcase their talent.
Expanding these initiatives and streamlining regulations for international acts can further attract bigger names and strengthen the industry.
We are also beginning to notice brands recognising the power of live music.
Sponsorship opportunities at events provide a platform to engage with younger demographics, a coveted audience for many brands.
But it is not just about throwing money at a logo on a stage; brands that truly "activate" their involvement with creative experiences, exclusive content, or interactive elements at concerts can forge deeper connections with fans.
Record labels like Warner Music Malaysia play a crucial role in building a thriving live music scene that not only features, but also benefits both local and international artists.
While artist promotion and marketing are important, labels add significant value to local talents by nurturing them and providing them the platform to succeed.
This includes developing strong artist brands and providing training and resources for local artists to hone their live performance skills, preparing them for the big stage in the future.
With their extensive global networks, labels can collaborate even more closely with established international promoters who are already bringing major artists to Malaysia.
This collaboration can be mutually beneficial, with labels providing valuable data on trending acts within the country and supporting marketing and promotional efforts.
Additionally, labels can act as a bridge for developing international acts, facilitating connections with local promoters who may not have direct access to these up-and-coming artists.
By nurturing local talent and building bridges to bring in international artists, record labels play a vital role in creating a win-win situation for both local and international artists, solidifying Malaysia's position as a major player in the Southeast Asian live music scene.
The future of live music in Malaysia is undeniably bright.
With a passionate young population, strategic location, and well-developed infrastructure, the country possesses all the ingredients to become a premier live music destination in Southeast Asia.
To fully realise this potential, a collaborative effort from all stakeholders in the ecosystem is crucial.
Each stakeholder, playing its own role and staying connected to the others, can deliver a powerful promise: a vibrant cultural scene where music becomes more than just entertainment, but the lifeblood of Malaysia's cultural identity.
*The writer is the managing director of Warner Music Malaysia: Live Music Malaysia: A Booming Market Beckons. His viewpoints are his own.
