Percept to launch live music fest 'Fly' next month

NEW DELHI: Entertainment, marketing and advertising group Percept will launch a live music festival next month, buoyed by the success of its global electronic dance music property Sunburn.

The festival, named Fly, will kick start in Delhi-National Capital in mid-February with 14 international bands, including Anthrax, Deep Purple, The Doors (reunited band of the late Jim Morrison) and The Wailers, and 10 Indian bands performing, Percept MD Shailendra Singh said.

"Unlike Sunburn, we are hoping to host Fly about three times a year," he said. The festival will be in the form of a road trip from multiple cities. Percept plans to invest 35 crore on Fly this year. "We are investing in creating the Intellectual Property of the brand," Singh said.

Fly has been launched under Percept Live, the global entertainment arm of Percept group.

It marks the firm's foray into live music.

Its other properties include electronic dance music festival Sunburn, which is being taken global with events in Singapore, Jakarta and Dubai; Bollywood Live, Champions of the World, which brings together icons in sports, cinema, and entertainment; and Windsong, which promotes alternate Indian music.