Increased social media exposure and a new class of consumers are two factors encouraging artists to explore performances further afield. Now, countries once perceived as unsafe or economically unviable, are firmly on the radar of some of the biggest acts in the Western world.
But as opportunity expands, so does exposure. Entering new territories exposes artists and their tours to new and previously unconsidered threats. And as risk profiles change, smarter, more adaptive risk management – underpinned by robust insurance – is more critical than ever.
Jordan to Peru: a new world of opportunities for major artists
In recent years, a growing number of Western artists have begun ‘testing the water’ in more remote and unfrequented destinations. This has largely proved financially successful, and performers are keen to capitalise on this emerging trend by increasing performances outside of Western Europe and North America.
Prominent examples this decade, include:
As part of their ongoing Spheres World Tour, Coldplay played two gigs in Lima, Peru (2022), and two concerts at the 132,000-seater Narendra Modi Stadium in Ahmedabad, India (2025).
In February 2026, Shakira played five concerts over eight days in El Salvador. Shakira was also scheduled to play in Aqaba, Jordan in early 2026, but this was postponed due to the US/Israeli-Iran war.
Planned for July 2026, Pitbull’s "I'm Back! Tour" includes performances in Riga, Latvia and Kaunas, Lithuania.
What is driving demand in new geographies?
Demand is being primarily driven by social media. Apps, such as TikTok and YouTube, are creating dedicated fanbases for Western artists in all corners of the globe. This organic growth is boosted by some governments, particularly those of the Gulf nations, offering subsidies to entice artists to perform in their countries.
Development within emerging economies has resulted in the proliferation of middle classes in countries, such as India. Subsequently, a new wave of live music consumers has been forged and cities, such as Mumbai, New Delhi, or Bengaluru, are no longer perceived as ‘exotic’, but instead viewed as a key market.
Additionally, India’s geographic location offers a valuable pivot between the Middle East and East Asia – making it a lucrative stop on a global tour. Similarly, Jakarta, Indonesia and Kuala Lumpur, Malaysia are destinations with growing demand that can connect tours moving from Europe or the Middle East to Australasia.
New markets, new exposures
Entering new geographies brings an added layer of complexity. For artists, promoters, and managers who haven’t previously ventured outside of developed markets, a first global tour can introduce risk that catches them off-guard.
Before embarking on a global tour, the following issues must be addressed:
Permits and customs
Navigating local bureaucracy can be challenging due to inconsistent regulatory enforcement and opaque custom systems. If a permit is either delayed or denied, or specialised audio, lighting, and video gear is impounded by authorities, an event is likely to be cancelled. Furthermore, crossings between jurisdictions can be problematic due to diplomatic tensions. For example, it is impossible to fly directly between some Asian countries, such as Armenia and Azerbaijan or India and Pakistan.Infrastructure
Throughout many developing countries, while demand has grown, local infrastructure is unlikely to have kept pace. Local power grids in some regions may be unstable and regularly threaten blackouts that would curtail an event. From a logistics point of view, road networks may be unsuitable for transiting equipment in nightliners or heavy-goods vehicles to host live music events. If productions elect to utilise airfreight instead, airports may be unable to accommodate large planes and capacity can also be insufficient – military usage could take precedent, for example.Adverse weather
Extreme weather is no longer just a seasonal nuisance, but a permanent threat to live events. Increased volatility and unpredictability in weather patterns have made scheduling tours around seasons progressively more difficult. Selected risks to consider include: dust storms in the Gulf nations, wildfires in Australia or North America, and monsoons on the Indian subcontinent – which can be problematic for a ‘winter escape’ leg of a tour.Civil unrest and conflict
An expansive tour can risk exposure to nations plagued by political instability. When civil unrest develops, local governments frequently respond by imposing curfews and closing public transport – eliminating the chances of live events going ahead. In under-resourced cities, authorities may lack the required law enforcement and security apparatus to manage protests, strikes, or riots. For large scale state conflicts, ports and airspace can be shut, closing logistics routes for both personnel and equipment.
To successfully stage a global tour, managers and promoters must remain flexible and nimble to deal with potential risks as they develop.
To accommodate different stadia and geographies, productions can utilise scalable A, B, and C stage variations. Ed Sheeran’s multiple tours are a good example of this. Opting for the ‘A’ Rig for open-air stadiums like Accor Stadium in Sydney, when venturing to Mumbai or Manila, production switches to the ‘B’ or ‘C’ rig by modifying the layout and set design to perform safely at less developed venues.
Managers can also investigate changing from airfreight to ground transportation to remain compliant and achieve significant cost savings – despite adding on several day lead times. However, thorough research needs to be conducted before hand.
Leveraging insurance to enter new geographies with confidence
Insuring local risks requires local knowledge. It is prudent to liaise and open relationships with experienced professionals in each region to understand the landscape. Engagement with local authorities and insurers should commence as early as possible to avoid costly plan modifications at a later date. To remain resilient during worldwide tours, establishing clear contractual allocation of risk is important.
Specialist insurance providers can help provide cover around the world for event cancellation, artist non-appearance, and ticket refund protection. Policies can be tailored to issue coverage for the following risks:
Adverse weather
Venue damage or destruction
Denial of access to the venue
Civil commotion, terrorism, or war
Transportation and logistics disruptions
The Lockton difference: your one-stop shop
With decades of combined experience in Lloyd’s markets, our unified proposition draws on expert knowledge from the Entertainment Practice and specialists from the wider Lockton business.
Leveraging our robust relationships with specialised insurers, we provide a ‘one-stop shop’ for all forms of insurance – securing the most appropriate policies for your risk profile.
For further information on how you can enter new markets with confidence, reach out to a member of the Entertainment Practice here. (opens a new window)