“It’s No Longer Just About The Concert”: Tinariwen Tour Reflects India’s Experience-Led Live Music Shift

Grammy Award–winning Tuareg band Tinariwen is set to return to India following the warm reception it received from audiences during its 2023 tour. Known for their hypnotic, guitar-driven sound that blends traditional Tuareg and African music with elements of Western rock, the Sahara-born collective will perform back-to-back shows in Delhi, Mumbai and Bengaluru over the coming weekend.

Hailing from the Azawad region spanning southern Algeria and northern Mali, Tinariwen’s music carries stories of displacement, resistance and cultural pride,narratives that have found an unexpectedly deep resonance with Indian listeners. Their upcoming return reflects not just a growing fanbase, but India’s evolving appetite for immersive, global live music experiences.

The India tour is being curated by The India Jazz Project, a platform that positions itself as more than a festival. Co-founder Somanna PM explains that the idea was born from a desire to merge music with food, drink and culture-driven experiences. “India is at a very special juncture right now,” he says. “People are stepping out for experiences that stand out from the ordinary. It’s no longer just about attending a great concert, but about the entire ecosystem around it,the music, the food, the atmosphere. The goal was to create global experiences that audiences can access at home.”

Co-founder Arpan Peter, who has spent over 15 years in the music business, believes Tinariwen fits perfectly into this vision. “India has a long history of jazz listeners and audiences for adjacent genres. There was a clear gap in the market for thoughtfully curated experiences,” he says. “Tinariwen don’t just make good music,they make great music. They’ve toured India before and enjoy a strong following here. As Indians, we relate deeply to stories of struggle and resilience from regions like Mali and Algeria, and that emotional connection makes their music resonate.”

Peter adds that The India Jazz Project was deliberately conceived as a “project” rather than a once-a-year festival. “We wanted it to be mobile, fluid, and evolving,building content and experiences across jazz, blues, punk and related genres. What happens on stage is important, but what happens off stage,the food, the conversations, the discovery,is just as crucial. Our aim is to help position India as a serious destination for live music.”

Addressing concerns around whether such collaborations dilute an artist’s cultural roots, Somanna is clear that the opposite is true. “India’s listening market has expanded organically thanks to streaming platforms. What was once niche is now accessible,” he says. “We’re seeing families attend these shows,parents bringing their children because they’re fans of Tinariwen. When bands like Tinariwen tour, audiences aren’t just coming for the music; they’re coming to understand the stories behind it. That only enriches the experience.”

Peter echoes this sentiment, noting that India remains one of the few large markets where American pop does not dominate cultural consumption. “India has always charted its own musical path. Even if a small percentage of the population starts listening differently, it creates a global ripple effect,” he says, adding that partners like District by Zomato have played a key role in backing such alternative live music initiatives.

However, both founders acknowledge that India’s live music ecosystem is still in its early stages. “The scene is like a newborn toddler,it has a long way to go,” Peter admits. While states like Meghalaya have shown how supportive policies can nurture live culture, challenges remain around visas, taxation, inter-state regulations and artist payments. “This sector needs to be seen as part of cultural reinvention and tourism,” he says. “With the right policy support,similar to what startups receive,it can generate significant employment and economic value.”

As Tinariwen prepares to take the stage once again, their India return stands as a marker of how global sounds, when thoughtfully presented, can strike powerful local chords,strengthening cultural exchange while adding momentum to India’s fast-growing live music economy.