MUMBAI: Sunburn had managed to spread its wings in Asia and UAE, but Percept Limited joint MD Shailendra Singh still feels that India has more potential to grow compared to any other region. He discloses that Sunburn arena gig 2014 has to be structured in terms of date and venue but he admits that 2014 will be all about creativity.

Speaking with Radioandmusic.com, Singh mentions the Sunburn Goa stage was the very first indication about the rest of the year. “With Armin Only 'Intense' show, we have tried to add another level of creativity that we plan to get for the audience. Season seven was massive in terms of acts but this year will be massive in terms of creativity.” The stage in Goa for the Sunburn festival was retro with some elements depicting Indian culture that was seamless merged with technology.

Sunburn has previously organised festivals in Sri Lanka, UAE and participated in the International Music Summit in Ibiza, being the first Indian brand to feature in a global music apex. The company also had planned to expand to Singapore, Thailand and Mexico. He says, “I am happy to organise events overseas but I think India has a lot more potential. India is no more a four city country. But cities like Pune, Indore, Nagpur and many such cities have youth who would enjoy dance music and we plan to play there. We have always gone to three cities- Bangalore, Mumbai and Delhi- that is not the country India is. We want to expand in India. We are going to every city that has youth and love dance music. It is about cash flow planning”

He further says, “We now have the power to be world’s best but that needs a lot of hard-work. We try to create a product that is world’s best. The verdict will come from fans.” Sunburn which has about 829,555 likes on Facebook will have to wait for a while to reach figures similar to 5,074,895 likes, which are the numbers of Tomorrowland. Sunburn has cemented its position as Asia’s biggest live experience brand. In 2013, it marked the festival to rank number four in the world (In the MIX) which was a jump from being number nine for the past few years.

The first arena gig for the year 2014 kicked off with Dutch music producer- DJ Armin van Buuren and his six hour marathon set. Speaking about that gig, Singh states, “Indian audiences play with me by not buying tickets in advance. I sold 40 per cent of the tickets a day before the gig. If that did not happen I was running into serious loses. But I have realised that Indians book tickets last minute. This does affect the business and future planning.” He gave an instance of Avicii gig. During his Bangalore act, more people attended the event than the expected number.

The brand has a number of different formats such as Sunburn Goa festival, Sunburn Superstar, Sunburn Arena and Sunburn Campus Tours to reach out to young EDM fans across the country.