In 2007, they pioneered the journey of dance music and brought the music scene to the forefront in India by bringing international artistes under one roof. As they take one step ahead and step into their 10th year, the inceptor of Sunburn, Shailendra Singh, tells Riya Sharma that it is never the stage design, lights or lineup that matter but the energy of fans
What Tomorrowland is to the world, Sunburn in to India. Back in 2007, when they announced their first edition, their philosophy and motto was clear to let, live and dance. “When we started in 2007, our motto was very clear that Sunburn would have the power to make a social difference and the power to unite people through dance music. That was the philosophy of the brand right from day one. It is of the fans, for the fans and by the fans. We haven’t changed the philosophy in all these years,” shared Shailendra Singh, the inceptor of India’s biggest EDM festival.
But on their 10th year, Singh shared with us that it is going to be bigger and better. Opposed to the stage in initial years where Nataraja held the center stage, as a symbol of dance, this time they have stage representing Empire of the Sun with Ashoka taking a center stage on a chariot. It is a symbol of Sunburn stepping into the 10th year. The 280 foot wide and 85 foot tall stage is the biggest stage ever, we were told.
Not only this, the main area where artistes will be performing is designed in a form of a jeep with huge woofers and gramophone.
“We are stepping in the 10th year, and that is why we have changed the main set design. Our designs have always had a story. We are inspired by Indian historical elements; we use designs that have Indian element, culture and traditions and couple them with international technology. We are very proud of our lineage, that is why we always incorporate these elements in our designs,” elaborated Singh.
He added, “last time, we had the Nataraja inspiration for dance and this time we have Ashoka lions and Empire of Sun. The sun is a representative of charioting us into the 10th year. But, for this particular year, we will have another stage.”
When we talk of Sunburn, the first thing that strikes our mind is the line-up of international artistes. But, for Singh, the energy of the fans has actually made the festival what it is today. The fans are the reason why Sunburn has become a brand. “Earlier, it was about the music, now it is about the lifestyle. Fifty per cent of the people like the DJ, the rest feel it is cool to be a part of it. The cool quotient has come up in the last two years. It is cool to be part of Sunburn. It is the perception of the brand and I believe that it is all because of the fans. It is never the lineup, the stage design, or lights, it is the energy that the fans bring in. I have fans coming in from 52 countries and it is quite a big where fans from so many countries come in only to celebrate the power of music,” shared Singh.
This year, four top notch DJs will be taking to the Sunburn stage, and the inceptor told us very clearly that at time, it is impossible to get them on board. “It is impossible to rope in international artistes. Everybody in the world has got a price. To bring them to Goa at Christmas is really difficult. I spent 30 sleepless nights getting in touch with all these four DJs (Dmitri Vegas and like Mike, KYGO Martin Garrix and David Guetta). But, it is the love for fans and music that actually got them here,” he told.
Singh told us about how he wishes to bridge the gap between the economics of music and emotions in the next 10 years. He elaborated, “The imbalance of economy of music and emotions is so much, that dance music is 95 per cent about the economics and five per cent about emotions. For me, it should only be about emotions. My idea is to create a balance between the two. If you are able to create a balance then only things will survive because it would be very sad if dance music crashes. It can crash if things are overpriced, that is why I want to create a balance.”