1 January 2017
PUNE: With the electronic dance music festival Sunburn completing
ten years of its journey, its organiser Harindra Singh, Managing Director of
Percept Limited, says that over the years, the gala has gone beyond just a
dance music festival and has become a lifestyle brand, courtesy the love and
appreciation of the audience.
Sunburn festival
took place here. Asked about the plans to take the iconic Sunburn festival
forward in coming years and to stay relevant with time, Singh told here:
"Sunburn has evolved beyond EDM and it is a lifestyle brand that people
have to take forward in coming years." "We can only
provide the platform, and that we are doing for years. It is not our job to
take it forward, but the people's job to add to the growing numbers, footfalls
and spreading the joy of the festival."
The growing love
for EDM in India has only added more attendees to Sunburn. How are the profits? "You cannot
measure the value of a brand like Sunburn with money and profit but the sweat,
tears that goes behind it to continue the journey of the brand. This is a live
entertainment property. Various international brands are interested to be with
us, hang around with our audience and that speaks volumes," Singh said.
Started in 2007 at
Candolim Beach, Goa, conceptualised by Nikhil Chinapa and organised by Percept
Limited, Sunburn created a platform to celebrate the electronic dance music in
India.
It became a
popular destination for some iconic international artistes like Axwell, Armin
Van Buuren, Afrojack, Pete Tong, Dimitri Vegas and Like Mike, along with many
budding and popular Indian DJs at the festival stage.
Every year, the
festival grew with a bigger line-ups of artistes and entertainment activities.
Reflecting upon
the the decade-long voyage, Singh said: "Well, I feel happy that we
created a brand that is loved by so many people. Ten years is a long time and I
think the feeling is like as if you've climbed the top of a mountain. Of
course, it was not easy to reach this level, but it has happened because of the
immense support that we get from the people."
The journey was
never an easy ride, especially this year when the festival faced a problem and
couldn't manage permission from the Goa government. It was shifted to Kesanand
in Pune, where they faced some trouble initially.
But it was sorted
with the help of the Pune rural police and the Pune District Collector.
The organisers
were happy to have the festival here as it's a city full of youngsters who
added to the vibe of the event.
"Before
zeroing down on Pune as the final destination, we looked at different cities.
These included Mumbai and Hyderabad among others. But we felt Pune is the right
city for us."
As a brand, the
Sunburn organisers want to "go easy".
"In terms of
financial growth, we will welcome money in right terms, from the right people
at the right time, but not in hurry. As a brand, we are going easy. We are
aiming to raise around $20,000 million in upcoming years."
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