MUMBAI: Sunburn has entered into the United Arab Emirates (UAE) by hosting the first Sunburn Arena tour in Dubai featuring Tiësto. In less than a year, this is the third international expansion undertaken by the Indian brand Sunburn. Singapore, Thailand, Mexico and Indonesia are the next destination for the company.

Prior to Dubai, Sunburn has organized festivals in Sri Lanka and participated in the International Music Summit, Ibiza representing India in the global music circuit.

Speaking with Radioandmusic.com, Percept Limited joint managing director and Sunburn Inceptor Shailendra Singh said, “In UAE, there will be many more gigs this year and UAE has opened up a market for Percept and Sunburn. I am confident that we will do great in time to come. Meanwhile, the response at Dubai was phenomenal, there were four large events such as Guns n Roses concert on the same day but Sunburn arena Tiesto gig was spectacular. Sunburn had to be a part of Dubai as it is able to attract global talent from all walks of life and has presented itself to be a global city.”

“Sunburn is an Indian brand that is produced locally and now it is being sold globally brand,” he added.

When asked about the difference between live music scene in India and abroad, Singh said, “Organizing gigs in India is an adventurous ride, you have no clue what to expect on an hourly basis. All in all it’s an exciting journey to do events in India. In international market, things are more organized and structured. The international music scene is very large, mature and complex. India is still very young and can learn from the international scene.”

Sunburn has cemented its position as Asia's biggest live experience brand. In India, the brand has introduced 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. Percept aims to expand the brand's global reach and tap into live audiences across continents.