MUMBAI: In the coming year, Percept Media's live property FLY Music Festival will see expansion. The festival, well known for showcasing international singing star Ed Sheeran, will soon have multi-city properties, confirmed Sunburn Global CEO Karan Singh. He said that the plan is to have multiple FLY concerts every year and to have an annual festival.

"The response we received with Ed Sheeran's performance at FLY Music Festival surpassed all our expectations. We will continue to bring contemporary music artists like Ed Sheeran to headline FLY Music Festival. The FLY concerts will consist of solo acts, while the annual music festival will have a line-up of multiple artists," said Singh. "We are looking at premiering the first couple of FLY concerts sometime between this October and November," he further added.

Sunburn will conduct the first on-ground property of its online radio show, #SunburnOnAir on 17, 18 and 19 April 2015. Currently, Sunburn On Air is in association with TuneIn Radio, Digitally Imported (DI) and Tenzi FM. However, Singh said that they will definitely be adding the Sunburn On Air mixes to more online radio stations. When asked about it, Singh also commented on the expansion plan Percept is planning for Sunburn.

"We are looking at international markets this year, where we could take Sunburn; it is already present in Dubai and Columbo. In the next few months, we plan to take Sunburn to Jakarta and Russia," stated the Harvard Business School alumnus. He further added, "Electronic music is really picking up in many countries and Sunburn has a massive following in Russia, and it is a major market for us. Many people who come to Goa for Sunburn are from Russia."

Speaking on what they look for while venturing into new markets, Singh said, "We look at a market where we do not have to face a lot of competition. We often look into markets where Sunburn already has a certain amount of reputation and/or is easily recognised. While getting into foreign markets, we assign local partners there, on whose market knowledge we rely upon." Singh also added that whenever Sunburn looks into developing itself in a foreign market, they start with a day-long Sunburn festival, as opposed to the frequent Sunburn concerts that they hold in India. "You cannot venture into a foreign market looking at it from a long term perspective. Based on the response we get for the one-day fest, we deliberate on if and how to take things forward," stated Singh.

Singh also said that, in addition to FLY and Sunburn, Percept plans to focus on its other two music properties called 'Windsong' and 'Bollyboom'. 'Windsong' is an adventure music festival aimed at independent music lovers, while 'Bollyboom' is a Bollywood dance music festival.

Sunburn On Air's first event will be headlined by Dutch electronic duo W&W; and they are scheduled to perform in Hyderabad on 17 April, Chennai on 18 April and Pune on 19 April. Sunburn will next bring Armin van Buuren to India to perform at 'A State of Trance' on 6 June in Mumbai.