With Sunset by NEON continuing to gain international recognition and attracting travellers from across Asia, the Malaysian organiser appears poised to further cement its place on the global electronic music map.
GENTING HIGHLANDS: What began as a passion project has evolved into one of Asia’s rising electronic music success stories, with NEON Projects Sdn Bhd earning international recognition as its flagship brands, NEON and Sunset by NEON, continue making waves among dance music fans worldwide.
Speaking during Sunset by NEON: Upperground on June 20, Chief Executive Officer (CEO) Yogeshwara Rao described the inclusion of the festival among the world’s Top 100 festivals as a proud milestone, especially for the relatively young Sunset by NEON brand.
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“We never imagined we would be in the Top 100. We just wanted to do shows and build something special, but everything changed after a few editions of NEON. It became more about passion and delivering the best experience for people,” he said.
Within a year of its launch, Sunset by NEON entered the prestigious rankings, a feat Yogeshwara attributed to the unwavering support of fans.
“As Malaysians, of course, we feel proud. Sunset is a new brand created for different music lovers and to be recognised among the Top 100 is a proud moment for us. We want to continue delivering the best shows no matter what,” he said.
The company’s international ambitions took shape after expanding beyond Malaysia and establishing a presence in Bangkok, which Yogeshwara described as a turning point.
“The moment we went to Thailand, we realised there was an international market. It put us on the map,” he said.
Since then, NEON has expanded into several markets including Japan, China and Qatar, while attracting music lovers from across Asia to its events.
According to Yogeshwara, the company deliberately positioned Genting Highlands as a destination for Sunset by NEON events, encouraging festival tourism among fans from countries such as China, Japan, Singapore, India and South Korea.
“Most people who attend this kind of music event are willing to travel. That’s why we want Genting Highlands to become a one-stop destination for the festival,” he said.
The organiser is also preparing to celebrate another Top 100 recognition this year.
“We are happy that we made the Top 100 again and we will be announcing it soon,” he revealed.
Bringing world-class experiences to Malaysia
Known for bringing some of the biggest names in electronic dance music to the region, Yogeshwara admitted that securing internationally acclaimed artists has become increasingly competitive.
“It’s not easy. We are a small company competing with the big players. Major festivals book artists regionally, so we have to fight for the market while keeping ticket prices affordable for Malaysians,” he said.
Despite the challenges, he said the overwhelming support from fans has motivated the team to continue pursuing bigger acts.
“When people tell us they can’t wait for the next event, that pushes us to bring even bigger and better names,” he said.
This year also saw Malaysia host the Asian debut of Upperground, the globally recognised brand founded by Ukrainian duo ARTBAT.
Unlike a conventional collaboration, Yogeshwara described that Upperground operates as a fully immersive experience with its own creative and technical direction.
“This is ARTBAT’s intellectual property. They control everything, from the front-of-house production to the technical aspects. We are there to support and make it happen,” he said.
Even decisions such as opening the festival gates are determined by Upperground’s team to ensure technical and safety standards are met.
“Working with them is not easy because they have very high standards, but that’s what makes the experience authentic,” he said.
The event, which featured stunning sound and visual production throughout the venue, aimed to recreate the atmosphere synonymous with major productions in Ibiza, Europe and the United States.
“We wanted to show that Malaysia has fans who appreciate this music and are willing to travel for it. This music is the future,” he said.
Building a safe and inclusive community
Beyond entertainment, Yogeshwara said creating a strong community while maintaining safety remains NEON Projects’ top priority.
“Creating community with safety is the most important thing for us. We do everything we can and always follow the rules and regulations,” he added.
While acknowledging that electronic music events are sometimes misunderstood, he believes greater awareness of the genre’s diversity would help the industry continue to grow responsibly.
“Not every DJ or festival is the same. There are many subgenres and different audiences. Understanding that can help create better guidelines and ensure events are managed properly,” he said.
For Yogeshwara, introducing internationally renowned concepts such as Upperground is also about broadening musical horizons and nurturing a deeper appreciation for electronic music among audiences in the region.
“We want to educate people and bring world-class experiences to Malaysia. There is a fan base here and we believe it will continue to grow,” he said.
