#SHOWBIZ: Sunset by NEON stands firm against ticket price hikes ahead of Genting return

KUALA LUMPUR: Sunset by NEON remains unfazed by mixed reactions to this year's lineup, with organiser NEON Projects Sdn Bhd saying that the festival is focused on delivering a complete experience.

Its chief executive, Yogeshwara Rao, acknowledged that it is impossible to please everyone, especially within a niche genre like techno.

"I don't think we've ever had a show that didn't receive mixed reactions online. That is simply part and parcel of putting on a festival. You can't please everyone, and we've come to terms with that," he told the New Straits Times.

Rather than simply chasing the biggest names, Yogeshwara explained that NEON balances artiste availability, scheduling, pricing, and what its audience can realistically afford.

"Because techno is a niche market, we try to strike a balance between established, heavyweight headliners and rising artistes who are gaining real momentum. For us, it's about crafting the right overall experience rather than just booking huge names," he said.

That strategy seems to be paying off in customer loyalty.

Sunset by NEON has recorded almost 40 per cent of its ticket sales over the past two years before announcing a single artiste on the lineup.

"That tells us something important about the strength of the brand and the experience we've built. I believe a festival is about much more than just its lineup," Yogeshwara added.

Maintaining that experience does bring challenges, however, particularly as global festival operators compete fiercely for international talent.

"There have been times when we lost bidding wars for certain artistes because matching the offer would have forced us to hike up ticket prices. That's something we're not willing to compromise on, as keeping tickets affordable remains a priority," he said.

Instead, NEON Projects has focused on growing its homegrown festival brands, expanding from Malaysia into Thailand, Japan, Indonesia, China, and Qatar.

The company's ambition is to take its Malaysian-born brands even further while preserving their distinct identities.

"As for Sunset, it has always been a boutique festival, and that identity matters to us. But if we can grow it beyond those boutique roots while keeping the intimacy and community spirit intact—much like what Zamna has achieved—that would be the ultimate goal," Yogeshwara said.

Sunset by NEON: Chapter 2 returns to Genting Highlands on Sept 26 and 27 for its second edition, featuring a mix of international and Malaysian electronic acts.

The two-day festival will run from 4pm to 3am daily, with a lineup focused on melodic techno and electronic music.

Day one will be headlined by Italian techno producer Enrico Sangiuliano and Danish DJ Morten, while day two features a Time Machine takeover with performances by Agents of Time, Yotto, Rivo, SLVR, and NOSI.