Shailendra Singh discusses the reasons
that he and India have to celebrate World Music Day this year.
India has arrived on the music tourism destination map. With the success of Sunburn, India’s first truly ‘glocal’ (created locally and sold globally) entertainment brand, the world has focused its gaze upon India. No one has more reason to celebrate than the man behind Sunburn, and Asia’s largest music promoter, Shailendra Singh. We sat down with him to discuss how he is celebrating World Music Day.
Q: Why is World Music Day so important to you this year?
A: This past year has been absolutely mind-blowing for Sunburn. We had our biggest festival season ever, with the world’s top DJs visiting India and playing to our largest crowds yet. With over 2 million fans worldwide and increasing international recognition, Sunburn has given India a reason to be proud and really celebrate.
Q: How are you celebrating World Music Day this year?
A: We’ve chosen June 21 as the most auspicious day to launch the first half of our Sunburn Gig calendar for season 7! We have a mind-blowing year planned for our fans. We didn’t think it could get bigger than last season, but I can assure you, it will! You can’t even believe the artists that we are locking in, the technology we are importing and the experience that we are building. Mind-blowing.
Q: What about Sunburn makes India most proud?
A: The fact that Sunburn is able to make a social change in India. It has always been, and continues to be my dream to get millions of young Indians out of their bedrooms, out of their internet cocoons, tear them away from their Facebook and call them to come celebrate life through music! To celebrate outdoors, in the sunshine, the sand, the forests, the snowfields – within and alongside nature. And to celebrate with real people, old friends and new friends, from all across the world. That’s really something to be proud of.
Q: Personally, what was your proudest musical moment of the year?
A: When I received the news that I was ranked on the EDM Power 50 list, by inthemix! It’s the list of the most powerful people in EDM, and the first time an Indian ever made the list. It was an incredible moment to know that the world was recognizing the hard work that we have put in to Sunburn and to putting India on the world music tourism destination map. That felt really good.
Q: Besides the gigs, what else is in store for you this year?
A: One of the most exciting things we have lined up is an invitation to be a part of the Amsterdam Dance Event (ADE) this year! Richard Zijlma, ADE’s General Manager, and I have found an amazing connect over dance music. I’ve been invited to speak at the conference and Sunburn will be doing a cultural/educational exchange with ADE University. Who wants to join us?
Q: Who are your music icons?
A: Bob Marley. No question. I’m amazed by his absolute clarity in life. He knew who he was, and what he wanted out of life – a musician trying to unite, inspire and bring about change through music. With that single determination, and being true to himself, I think he’s an inspiration for us all.
Q: Who is your favorite current dance music artist?
A: Axwell. He’s been with us since the very first Sunburn festival. He’s part of our family. He’s full of such so much energy that everyone in the crowd can feel it, all the way to the gates. He’s also just a totally great guy – he made sure to wish my son Shaan a happy birthday just a few days ago.
Q: What young artist do you have your eyes on?
A: Dimitri Vegas and Like Mike, from Belgium. They are on completely on fire right now and are going to be absolutely huge. You’ll see them on the Top DJ lists in the upcoming years. Also, Sunnery James and Ryan Marciano. I’m usually so busy running around Sunburn Goa festival, but, when I passed by their stage, I had to stop and listen. Very funky. Very deep. Very talented.
Q: Music industry icons?
A: Oh, gosh! There are so many! I have been meeting and connecting with so many incredible personalities lately. Powerful people, but also really genuine, positive human beings. David Levy, is a completely brilliant man. Samantha Kirby is one sharp player. Michiel Beers, of course, is a visionary. Tommorowland is currently the ultimate experience and all because of his dedication and passion. We had so much to talk about when we met.
Q: What would like to say to all our readers about World Music Day?
A: India, this our year! The world is watching us, they are coming to visit us, they want to know us. Let’s show them how India celebrates life! Let’s show them how we ‘Live. Love. Dance.’!
About Shailendra Singh:
It is no secret that Percept Joint MD – Shailendra Singh is an absolute music fanatic. Music is a huge driving force in SS’s life, and his taste in music covers a wide range of genres.
“In every moment of my life, music has played a major role. From Bollywood to Sufi, from Jon Bon Jovi to John Lennon and Celine Dion, music has been my antibiotic. I get my best ideas when I’m listening to good music; my best parties are when the music is right; best drives with classic or new CDs playing. I feel music has the power to connect souls without any barriers”
Another testament to SS’s dedication to music is the fact that he encouraged his son, Shaan to follow his passion and become a DJ – something that is unheard of in the largely conservative country. He is constantly exploring new genres of music and likes to build his already impressive collection of CDs and records every chance he gets.
Shailendra noticed the growing influence of niche genres of music and decided to harness the potential by starting the first EDM festival in the country in 2007 – Sunburn Goa. Since then Sunburn has grown to become the largest music festival in Asia and one of the largest EDM music festivals in the world, with EDM fans flying in from all over the world to attend the festival in December. SS & Sunburn have been instrumental in the explosion of dance music in the country that has now become one of the most popular genres of music. Sunburn itself has exploded into other verticals, Arena Gigs, Club Events, and Campus Gigs.
SS introduced the EDM industry to the huge potential of the Indian market at a special panel at IMS Ibiza, one of the most important events in the industry. Recently Shailendra Singh accepted an invitation to speak at the ADE conference, one of the biggest events for critical dialogue and debate in the field of electronic music, which takes place from the 16th to the 20th of October this year. He has continued to be a hugely influential person in the world of music and was recently named one of the ‘Top 50 most powerful people in EDM’ by InTheMix magazine – cementing India’s position in the world of music.
Never content with his success with Sunburn, Shailendra Singh wanted to do more to promote the music scene in the country, and has founded festivals like Windsong and GOD that helped popularize live music in the country.
