UP Entertainment & Productions

What UP Entertainment & Productions does

UP Entertainment & Productions is a privately held, India-based entertainment services company headquartered in Mohali, Punjab, that operates as an integrated live event production and artist management house. The company runs two structurally linked business lines: artist management — covering mainstream singers, Bollywood celebrity guest appearances, EDM/DJ acts, live bands, Sufi and folk artists, and standup comedians through a roster of 2,000+ artists accessed directly without middlemen; and in-house production services — deploying company-owned stage systems, aluminium trussing, line arrays, intelligent lighting, LED video walls, DJ equipment, crowd-control barricades, and special effects (cold pyro, CO2 jets, confetti blasters, fire machines) for nationwide event execution.

The company's core operational model is built on vertical integration: it owns the production equipment, maintains direct artist relationships, and executes full event delivery internally rather than subcontracting. It reports 5,000+ shows executed across 50+ Indian cities spanning major metros and university towns, with a stated audience reach of 10M+. The technology base is predominantly physical (audio-visual hardware, staging, SFX) with no disclosed software platform, AI tooling, or data products. Customer-facing touchpoints are a website with inquiry and booking CTAs, a single general Gmail address, and two direct phone lines.

Revenue is generated through three streams: project-based full event production contracts, direct artist booking fees, and standalone equipment rental — all priced through custom quotations rather than published tiers. Primary customers are Indian universities and colleges (Amity, Chandigarh University, Chitkara, CGC Landran, GLA, LPU, Parul) for fest and pro-night events, supplemented by media and radio brands (Netflix, 9XM, Big FM, Red FM, Hindustan Times). Go-to-market is direct and inquiry-based, with no intermediary sales channels. The company has not disclosed funding, headcount, founding date, or financial results, and operates as an independent, founder- or privately-owned entity.

Name

UP Entertainment & Productions

Legal name

UP Entertainment & Productions

Website

https://upentertainmentandproductions.com

Company type

Private

Operating status

Operating

Short description

UP Entertainment & Productions is a privately held Indian live event production and artist management company headquartered in Mohali, Punjab, offering in-house staging, sound, lighting, and SFX services alongside direct booking of 2,000+ artists for college fests, corporate events, and concerts across 50+ cities.

Ownership category

akta.pro rank

Product category

Live Event Production and Artist Management Services

NAICS

Other Performing Arts Companies (71119), Musical Groups and Artists (71113), Other Performing Arts Companies (711190)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Event Production & Technical Services (Staging, Lighting, Sound, Video) (MPAGAAAG)

akta.pro secondary industries

Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF), Entertainment Booking & Speaker/Talent Management (HSACAAAI), Special Effects (Pyro, Lasers, Confetti, Fog) (MPAGAKAF), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)

Keywords

• Live event production
• Artist management services
• Concert production company
• Festival equipment rental
• College fest production

Headquarters

HQ city

SAS Nagar, Mohali

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Full Event Production: End-to-end event production services including stage fabrication, sound, lighting, visuals, and special effects. Revenue generated through project-based contracts.
2. Artist Booking Services: Direct artist booking for singers, celebrities, DJs, live bands, Sufi/folk artists, and comedians. No middlemen, ensuring best pricing for clients.
3. Equipment Inventory Rental: Rental of owned production equipment including stage, sound, light, LED walls, DJ gear, and crowd control barricading to clients who need equipment without full production services.
4. Artist Guest Appearances: Booking of Bollywood celebrities and guest appearances for events, college fests, and corporate functions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

UP Entertainment & Productions is a self-sustained, pan-India live entertainment company that delivers end-to-end concert and festival production alongside exclusive artist management. Its offering combines a 100% in-house production arsenal (stage, sound, light, LED walls, SFX, barricading) with direct booking of 2,000+ artists across singers, celebrities, DJs, bands, Sufi/folk, and comedy categories, sold as full event production packages, individual artist bookings, or equipment rentals.

Product overview

UP Entertainment & Productions is a self-sustained entertainment ecosystem offering live concert production, music festivals, and exclusive artist management across India. The company operates two integrated divisions: Artist Management services covering mainstream singers (Darshan Raval, Armaan Malik, B Praak), celebrity guest appearances, EDM/DJ acts, live bands, Sufi & folk artists, and standup comedians; and In-House Production services encompassing owned stage, sound, lighting, LED video walls, DJ equipment, barricading, and special effects (Cold Pyro, CO2 jets, confetti blasters, fire machines). Services are offered as full event production packages, individual artist bookings, or equipment rentals. The company executes over 5000 shows across 50+ cities in India.

Differentiator

Problem solved

Functional benefit

Products and services

• Artist Management - Singers Direct booking service for mainstream singers including vocalists, composers, and performers (Darshan Raval, Armaan Malik, Jubin Nautiyal, B Praak, and others) for events in India.
• Artist Management - Celebrity Guest Appearances Booking of Bollywood actors, television personalities, and public figures (e.g., Madhuri Dixit, Shraddha Kapoor, Tabu) for event appearances, college fests, and corporate functions.
• Artist Management - DJs / EDM / Techno Direct booking of EDM/techno DJs and producers (Nucleya, Ritviz, Nikhil Chinapa, Sartek, and others) for club nights, college fests, and festivals across India.
• Artist Management - Live Bands Booking of live rock, indie pop, and fusion bands (Indian Ocean, The Yellow Diary, Faridkot, Sanam, and others) for college fests, concerts, and private events.
• Artist Management - Sufi & Folk Booking of traditional Sufi and folk artists (Hans Raj Hans, Wadali Brothers, Lakhwinder Wadali, Ali Brothers, and others) for cultural events and stage shows.
• Artist Management - Standup Comedy Booking of standup comedians and emcees (Harsh Gujral, Bassi, Maheep Singh, Ashish Solanki, Gaurav Gupta, Gaurav Kapoor, Gurleen Pannu, and others) for college fests and corporate shows.
• Full Event Production End-to-end event production combining artist booking, stage fabrication, sound, lighting, LED video walls, SFX, DJ rigs, and crowd-control barricading, delivered under a single contract for concerts, college fests, and corporate events across India.
• Live Concert & College Fest Production Specialised production of live concerts, music festivals, college fest pro-nights, and university annual functions, including security barricading and headlining Bollywood/EDM acts.
• Production Equipment Rental Rental of the company's owned production inventory—stage, sound, light, LED walls, DJ gear, barricading, and SFX—to clients who need equipment without full production services.
• In-House Special Effects (SFX) Services Deployment of in-house SFX equipment—Cold Pyro sparkulars, CO2 jets, confetti blasters, and fire machines—for dramatic event moments at concerts, fests, and corporate shows.

Quantifiable outcome

• 5000+ shows executed
• +2 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• DNA Entertainment Networks: Indian artist management and live entertainment company representing singers, DJs, and comedians. Closely comparable on artist-management roster breadth and live event execution.
• Wizcraft International Entertainment: Indian event management and entertainment company specializing in large-scale corporate events, concerts, and celebrity-driven productions. Comparable mix of event production, celebrity bookings, and full-service execution across India and abroad.
• Teamwork Arts: Indian entertainment company producing festivals, concerts, and cultural events with strong artist programming. Comparable on live-event production, artist curation, and multi-city execution.
• Cineyug Media: Mumbai-based Bollywood event production and celebrity management company with marquee award shows, concerts, and corporate events. Directly comparable on celebrity booking + event production in the same Indian market.
• White Fox India: Celebrity management and influencer-marketing agency representing Bollywood and digital talent in India. Closely comparable on the artist/celebrity booking and management side of UP's business.
• Only Much Louder (OML Entertainment): India's leading artist management and live events company, representing major domestic and international talent and producing large-scale concerts and festivals. Most directly comparable peer — same artist-management-plus-live-production model and Pan-India execution.
• Fountainhead MKTG: Indian experiential marketing and events agency executing brand activations, corporate events, and large-format productions. Comparable on full-service event production and enterprise/client-facing execution.
• Percept Limited: Diversified Indian entertainment and communications group with strong event management, IP, and live entertainment verticals. Comparable across event production scale, corporate-event work, and integrated entertainment services.

Broad incumbents

• BookMyShow (Bigtree Entertainment): India's largest ticketing platform, expanding aggressively into live event production and IP ownership. Comparable as an events-platform competitor with far greater scale, capital, and consumer reach in live entertainment.
• Live Nation India: Indian arm of the global live entertainment giant, promoting and producing concerts and festivals. Comparable on large-scale concert production and global artist routing into India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/upentertainmentandproductions

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UP Entertainment & Productions