Thailand’s Neon Countdown: A Malaysian Success Story
KUALA LUMPUR, June 25 — Did you know one of Thailand’s biggest New Year countdown festivals, Neon Countdown, is organized by a Malaysian company? This vibrant festival attracts thousands of music lovers and has become a hallmark of celebration in Southeast Asia’s electronic dance music (EDM) scene. NEON Projects, the organizing company, has made a name for itself by curating engaging experiences that resonate with international audiences.
Milestones in Festival Recognition
Recently, NEON Projects saw a significant accomplishment with two of its festival brands—Neon Countdown and Sunset By Neon—being named in DJ Mag’s Top 100 Festivals list for the second consecutive year. Neon Countdown is currently ranked 53rd, while Sunset By Neon proudly holds the 85th spot. Yogeshwara Rao, chief executive officer of NEON Projects, emphasized the importance of this recognition:
“It is definitely not easy to get featured in DJ Mag, especially with so many big festivals around Asia. For Malaysia, we feel very proud to deliver a show that people recognize and vote for.”
The mention of Sunset By Neon as a new entrant to the festival scene speaks volumes about the brand’s potential and the diversity it brings to the music landscape. Yogeshwara mentioned:
“It’s a proud moment for us; we want to continue delivering a good show for everyone.”
The Journey of NEON Projects
NEON Projects launched the inaugural Neon Countdown in Malaysia back in 2015. However, an eye-opening event in Thailand allowed the team to see the vast potential DM music has to cultivate international audiences. It prompted a strategic shift, leading the company to momentarily pause its Malaysian events and focus on expanding globally.
This decision bore fruit, allowing NEON Projects to establish a foothold in significant markets like China, Japan, and Qatar. Meanwhile, throughout this journey, its Sunset By Neon sub-brand thrived in Indonesia, showcasing its promise through exclusive club events in Bali.
After cultivating a robust international presence, the company felt it was time to reconnect with the Malaysian audience. The return was marked by a rejuvenated version of Sunset By Neon, evolving from an intimate performance into a large-scale, multi-day electronic music festival located in Genting Highlands. Since re-entering the Malaysian market, NEON Projects has entertained crowds with top-tier DJs like Hardwell, Boris Brejcha, and R3HAB.
Challenges in Securing Top Talent
Despite its success, Yogeshwara noted the challenges of booking international artists. He explained that more strict regional exclusivity clauses imposed by larger festivals complicate the process. Major festivals like Tomorrowland and EDC often restrict DJs from performing within a specified region if they are booked for one of their events. Yogeshwara stated:
“Getting international DJs is getting tougher for us, honestly speaking. We are a small company going toe-to-toe with global giants. It’s a battle of dollars and cents, and we have to fight for our piece of the market.”
The Regulatory Landscape
Interestingly, Yogeshwara pointed out that Malaysia is often misperceived as a challenging environment for EDM festivals. He noted that, in fact, organizing events in Malaysia is smoother compared to Thailand, due to simpler permitting processes and a more cooperative regulatory environment. He remarked:
“Thailand is a much harder country to get permits, alcohol, and everything compared to Malaysia. It’s just a matter of how we do it here.”
The ability to create specific zones within festivals helps ensure a safe and enjoyable experience for attendees, which has been appreciated by both authorities and festival-goers alike.
Expanding Horizons: Introducing the Upperground Festival
In an exciting development, Upperground—an international festival brand founded by the Ukrainian duo Artbat—made its Asian debut in collaboration with Sunset By Neon. Initially, Upperground began as a breakthrough track in 2019, catapulting Artbat into the global EDM scene.
By 2022, Upperground transformed from a track into a touring festival that took its experiences to major electronic music hubs worldwide, including Mexico, Ibiza, and Poland. The June 20 event held in Genting Highlands introduced thousands of fans to a captivating night filled with melodic techno, breathtaking fireworks, and stunning visuals, including a drone show marking Artbat’s closing set.
Yogeshwara reflected on the unique collaboration, explaining, “With Upperground, everything is done by them; they even brought in their own engineers to work on the festival while we provided backend support when needed.”
Artists’ Perspective on Malaysia
For Artbat, coming to Malaysia was a no-brainer. They expressed enthusiasm for the local culture and natural beauty, saying:
“We didn’t think about it too much. We just said yes because we like nature, we like culture, and seeing how people enjoy music here is insane.”
Meanwhile, DJ R3HAB relished the opportunity to perform at a festival for the first time in Malaysia, appreciating the diversity of cultures and the warmth of the local audience:
“I always like Malaysia. I like the melting pot of cultures… I love the food too and always have good memories playing in Malaysia,” he said.
A Memorable Experience for Fest-goers
The night featured electrifying performances with crowd favorites like Voodoo, Fight Machine, and Upperground, delighting festival-goers. The festival also showcased international acts like Chris Avantgarde, 7Skies, and Plastik Funk, ensuring a night full of entertainment that left fans eagerly anticipating the next event.
As NEON Projects gears up for its next edition of Sunset By Neon, set to return to Genting Highlands on September 26 and 27, fans are buzzing for what Chapter 2 will bring, eagerly awaiting the announcements for the line-up. With each event drawing on the rich landscape of EDM while showcasing a blend of international and local talent, NEON Projects continues to illuminate the festival scene across Southeast Asia.
