Sunburn NYE Event' becomes the Most Viewed Virtual Music Festival in India in 2020 with 3.1 million views

Castrol POWER1 ULTIMATE Sunburn NYE Event becomes the Most Viewed Virtual Music Festival in India in 2020

~ Over 3.1 million views on Live Stream endorse the growing impact of Virtual Events ~ 

India, 9 February 2021 – The ‘Castrol POWER1 ULTIMATE Sunburn NYE Event’ has been ranked as the Most Viewed Virtual Music Festival in India in 2020, reinforcing the fact that Virtual Events are the new normal and here to stay as a popular home entertainment alternative. Held on 30^th and 31^st December 2020, the NYE event offered 6 hours of electrifying music with Global Headliners KSHMR, Nucleya and other artists, and saw a massive viewership of over 3.1 million over the 2 day Live Stream, therein creating history once again and highlighting the growing acceptance and popularity of Virtual Events across India.

The ‘Castrol POWER1 ULTIMATE Sunburn NYE’ Virtual event achieved a massive digital Reach of over 100 Million, witnessed phenomenal Engagement with over 836,000 fans, and accomplished a landmark milestone of attaining a Viewership of 3,100,000 over the 2 day Live Stream, setting a record of becoming the Most Viewed Virtual Music Festival in India in 2020.

The Covid-19 induced global lockdown forced the entire experiential industry to pause, pivot, and make rapid changes to their business model in 2020. The event industry quickly evolved on the back of creative innovation and technology to prevail over the situation. Percept Live was one of the first movers in this domain and launched many innovative music IPs in the digital space including the ‘Sunburn @ Home’, 'Bollyboom @ Home', ‘Sunburn Home Festival’, ‘Sunburn Campus Chatbox’, ‘Sunburn Select’ and ‘Sunburn Campus’ Live Stream variants to an overwhelming response from fans and sponsors. With the pandemic spiking across many parts of the globe and renewed lockdowns since autumn 2020, everyone turned to hosting safe house parties to ring in the New Year. Given the Government protocols pan India, and keeping the safety of their fans paramount, Percept Live decided to go 100% Virtual and not limit the Sunburn Festival experience to Goa.

The first ever Sunburn NYE virtual edition - ‘Castrol POWER1 ULTIMATE Sunburn NYE’, offered fans the best of entertainment from legendary artists KSHMR, Nucleya, Teri Miko, Progressive Brothers, Sartek and Greff, and provided a 360-degree virtual feel of an on-ground Sunburn Festival event inclusive of a remarkable Stage, breathtaking SFX, vibrant Visuals, dynamic LED effects and state-of-the-art AV live streamed into the comfort and safety of fans homes. Sunburn had exclusively partnered with the World’s Biggest Social Media Platform Facebook to present the Digital NYE Edition in an effort to maximize reach to a wide geographical fan base around the world.

Top ranked Music Producer in the DJ Mag 100 – KSHMR states "Sunburn is home to the most special show of my life, in 2016 when I brought my Dadaji up onstage in Pune. It was a magical moment when he got to see the power of music, thousands of fans dancing and screaming his name: "dadaji, dadaji!" I was happy that even though I couldn't physically visit India in 2020, I was able to partner with Sunburn on a livestream performance which gave me a chance to connect with the people and place that mean so much to me. Mere pitaji India se hai, mere fans bhi India se hai, toh India mere dil ke bahut paas hai." 

EDM Artist and Producer Nucleya commented, “As an artist in the electronic space, I've had a long relationship with Sunburn and with the transition to digital events, it's not surprising that they were able to pull off a banger of a show. While we understand that this experience does not fully match up to the experience of being on-ground and interacting with our fans, it's been interesting to try and push the limits of what technology can do for us to replicate a part of that world. Playing the digital version of Sunburn for this edition has had its own charm and I can't wait to see what they have planned for when we return to live festivals!”

Music Artist, DJ & Producer Teri Miko said, “Sunburn NYE 2020 digital event united fans and artists from all around the world together on one platform. This is the power of music. An unforgettable experience and initiative by Sunburn Festival.”

Music Producer & DJ Sartek added, “Digital events are creatively rejuvenating for sure. This time for the NYE gig, the stage was the biggest one I’ve ever seen. It feels great to have been able to share the love for music with thousands of people through social media, while they watched from the comfort and safety of their homes. I am sure our audience was delighted with the incredible setup which gave off a concert experience.

The multi-talented DJ Greff said, “Sunburn has been a pioneer in terms of Music Festivals in India and when the going got tough they didn’t hold back to host a full-fledged Festival virtually! Performing at Sunburn has always been a treat, and this virtual festival was nothing less. i was a bit anxious about the set because  I couldn’t anticipate the mood the audience would be in, but it all turned out great.”

Jaya Jamrani, Vice President – Marketing, Castrol India said, “The ‘Castrol POWER1 ULTIMATE Sunburn NYE Event’ embodies the enthusiasm of the youth of India which is in sync with Castrol’s philosophy of the youth being the driving force for the future. We are glad that we could partner Percept Live to provide a platform for many to celebrate the spirit of music in these tough times and the response has been nothing short of phenomenal! Castrol POWER1 ULTIMATE epitomizes the pioneering spirit for ultimate performance, no matter the odds, and the virtual edition of the Castrol POWER1 ULTIMATE Sunburn NYE Event has delivered just that!”

Karan Singh, COO, Percept Live said, “The premiere edition of the ‘Castrol POWER1 ULTIMATE Sunburn NYE Event’ surpassed our expectations. With a massive global Reach of 100 Million and a viewership exceeding 3.1 Million fans, Sunburn’s very first Virtual NYE Festival can be labelled a remarkable success. The phenomenal feedback received from our fans on the Virtual Technology employed, Artist line-up and the surreal Festival atmosphere created online reinforced our conviction that this is the future of Home Entertainment. We are extremely thankful to our Artists and our Partner Castrol who believed in us and supported us in our innovative digital NYE endeavour. While nothing compares to the thrill of coming together and celebrating a NYE musical extravaganza on-ground, the record-breaking digital numbers seen at our New Years virtual live stream reinforce the fact that Digital and Hybrid events are here for the long haul.”

About Sunburn

Sunburn, a Percept Intellectual Property, is Asia’s Premiere Electronic Dance Music (EDM) Festival, and is ranked amongst the world’s biggest music festivals. Started in 2007 as a 3 day music festival in Goa, Sunburn has grown to become an aspirational lifestyle brand boasting an eclectic mix of music, entertainment, experiences and celebration that has seeded music tourism in India. Over the past decade, Sunburn has brought together renowned International and Indian artists to entertain hundreds of thousands of dance music lovers across the country and overseas, and positioned India as a prime dance festival destination to the world.

The Sunburn Festival, Sunburn Reload, Sunburn Arena and Sunburn Campus formats have enabled a wide geographical and demographic reach pan India and abroad. Sunburn has the distinction of having brought down to India the world’s top 10 DJs, including Swedish House Mafia, Martin Garrix, Tiesto, Avicii, Hardwell, Deadmau5, Armin van Buuren, David Guetta, Afrojack, Above & Beyond, The Chainsmokers, Dimitri Vegas & Like Mike, Marshmello, Paul Van Dyk, Skazi, Pete Tong, Dash Berlin, and Nicky Romero. Sunburn has also made its successful debut overseas across Colombo, Sri Lanka; Khatmandu, Nepal; Dubai; Muscat; and Melbourne, Australia, thereby creating history to become the first successful indigenous Music IP to cross international shores. Sunburn is ranked as big as Tomorrowland and Ultra Miami festival as per the IMS APAC Business Report 2014, and has won numerous awards and accolades around the globe including the WOW Awards, BW Applause Awards and Palm Expo Awards.

Sunburn is a Percept Intellectual Property. With capitalized billings of INR 9.35 billion (FY’18), Percept is at an enviable leadership position in the Entertainment, Media and Communications domain with a team of over 400 people and 32 offices across India and the Middle East.

About Percept Live

Percept Live, established in the year 2012, is the live entertainment division of Percept Limited. It owns and manages all the Intellectual Properties created in the Live Entertainment, Sports, Fashion, Digital and Media space. Percept has been in the ‘Ideas’ business for the past 35 years and has been instrumental in creating many legendary ‘Intellectual Properties’ in the past for its clients. The creation of a dedicated ‘Intellectual Properties’ business was but a further extension to Percept’s existing knowledge and expertise in the Entertainment, Media and Communications domain with a vision to convert path breaking innovative ideas into Assets in order to create long term value for all its Stakeholders.

Intellectual Properties owned by Percept Live:

·         Sunburn – Asia’s biggest and most popular Electronic Dance Music Festival

·         Bollyboom– World’s first and biggest Bollywood Dance Music Festival

·         Eat Play Love – India’s first Multi-Cultural Food, Music & Art Festival

·         Windsong –Adventure Music Festival

·         FLY – International Live Music Festival cutting across multiple genres

·         Fight Night –India’s first indoor boxing bouts between leading Indian and International boxers

·         Champions of the World – A platform that brings together the most celebrated super icons in the arenas of Sports, Cinema, Music, Business Entertainment and Entrepreneurship

Percept Live is a Percept company. With capitalized billings of INR 9.35 billion (FY’18), Percept is at an enviable leadership position in the Entertainment, Media and Communications domain with a team of over 400 people and 32 offices across India and the Middle East.

About BookMyShow 

Launched in 2007, BookMyShow, owned and operated by Big Tree Entertainment Pvt Ltd, is India's leading entertainment destination and the one-stop shop for every out-of-home entertainment need. The firm is present in over 650 towns and cities in India and works with partners across the industry to provide unmatched entertainment experiences to millions of customers. Over the years, the company has evolved from a purely online ticketing platform for movies across 6,000 screens, to end-to-end management of live entertainment events including music concerts, live performances, theatricals, sports and more, all accomplished at par with global standards. 

BookMyShow has also built India's largest organic reviews and ratings engine for movies and has driven technology innovations, such as the m-ticket and Movie Mode, impacting tens of millions of users and the industry at large. With continued support from investors including TPG Growth, Stripes Group, SAIF Partners, Accel and Network18, BookMyShow is invested in providing the best user experience, whether on ground or online. Demonstrating category leadership, BookMyShow has grown beyond India with operations in Dubai, Indonesia, Sri Lanka and Singapore amongst others. The Mumbai-headquartered company counts Ticket Green, Eventifier, Fantain, Masti Tickets, Townscript and Burrp amongst its key investments in the sector. BookMyShow is also committed to society at large, by way of its charity initiative BookASmile, which provides entertainment experiences to the underprivileged