Steven Au, Managing Director of BME International Sdn Bhd, transitioned from real estate to launch Borneo Sonic Music Festival in Sarawak. Now in its second year, the festival is expanding with new features and has already garnered strong local support and interest.
Borneo Sonic: A celebration towards a brighter future for Sarawak
From closing real estate deals to opening new horizons in Sarawak’s music scene, Steven Au has taken a leap of faith to pursue his passion for entertainment.
Spotting a trend where local investors seek excitement beyond Kuching, the Managing Director from BME International Sdn Bhd, envisioned something extraordinary for his hometown — Borneo Sonic — a music festival that is now in its second year and already making waves.
With a lineup that’s bigger and bolder, Steven is not just creating an event but igniting a cultural movement designed to elevate Sarawak’s profile on the global stage.
In an exclusive interview with Sarawak Tribune, Steven shared insights into what led to the birth of the Borneo Sonic Music Festival, his motivations for stepping beyond real estate, and his aspirations for the festival’s impact on the local music scene and economy.
“Borneo Sonic Music Festival has united like-minded individuals, all working toward the shared goal of creating a brighter future for Sarawak.
“The strong support we have seen from Sarawakians through this year’s ticket sales reflects the growing confidence they have in us.
“We are truly overwhelmed and deeply grateful for this, as it shows that Sarawakians are eager to support local events like Borneo Sonic,” he said.
From real estate to a music festival
With over 15 years of experience in real estate, Steven has observed a growing trend among potential property buyers and investors from Sarawak who are seeking opportunities outside the state.
He finds this shift intriguing, as many of these investors are local Sarawakians.
“I usually ask them why they are interested in purchasing properties outside of Kuching and Sarawak, given that we have plenty of opportunities here.
“Their common response is that places like Kuala Lumpur, Melaka, and Penang offer more events and activities, which translate to higher potential returns, especially on platforms like Airbnb,” he said.
Steven said this got him thinking about the underlying factors and the possibilities for change.
“For instance, it’s not feasible to compete with Sunway in terms of creating large-scale attractions, but there are other ways to enhance Kuching’s appeal,” he said.
Steven decided to explore how Kuching could offer something unique.
He began sharing his thoughts with friends, including seeking advice from Minister of Tourism, Creative Industry, and Performing Arts Datuk Seri Abdul Karim Rahman Hamzah.
“The Rainforest World Music Festival has been an icon of Sarawak for many years, and it had a humble beginning.
“As such, I saw an opportunity to create something that appeals to a younger audience, with the vision and hope of emulating the Rainforest World Music Festival’s success — that is how the idea for Borneo Sonic was born,” he said.
Second year running
This year, Borneo Sonic is gearing up to deliver an even more expansive and thrilling experience for its attendees.
Steven and his team have taken the public’s opinions and feedback into consideration to ensure that this year’s festival will be even bigger and better.
“Each person is a part of this festival, and we appreciate everyone who helped spread the word, whether through social media comments, sharing our lineup, or simply telling their friends about the festival.
“We believe that everyone plays an important role in a music festival because it is not just about the music; it is a celebration for us and a sign that we are moving toward a better future,” he said.
In addition to the music, the festival is introducing new activities such as glamping, a food festival, and a run, all of which have already garnered an overwhelming response.
Steven said the food festival, initially planned with 50 stalls, has attracted nearly 100 applicants vying for space, while the run has seen over 1,000 eager participants sign up.
He also noted that many Sarawakians have shown interest in volunteering to contribute to the festival’s success, with over 800 applications received so far.
“We are incorporating additional activities, including glamping, to make Borneo Sonic a more comprehensive and enjoyable experience for all,” he said.
Reflecting on last year’s success, Steven said the inaugural Borneo Sonic received a tremendous response, not only from local attendees but also from fans worldwide.
He expressed gratitude to the Ministry of Tourism, Performing Arts and Creative Industry, sponsors, and attendees who contributed to the success.
“We are very overwhelmed that we continue to receive great support and encouragement from the ministry, sponsors, and public, particularly Sarawakians.
“Last year, many non-Sarawakian fans attended, including fan groups from China, France, and Australia, which was incredible,” he said.
Steven said the public can expect this year’s event to be louder and bigger, which is reflected in the more varied lineup featuring artists from different genres and countries.
He also said ticket sales have been strong, particularly for the Super Early Bird phase, as they were sold out within two to three days.
“The idea behind Super Early Bird is to offer the cheapest tickets before revealing the lineup.
“A lot of people didn’t understand the concept at first, but those who attended last year knew how fun it was, and they jumped on board,” he said.
Stating that they like the element of surprise, Steven said there are still several artists who have yet to be announced.
“These announcements will be rolled out gradually to maintain excitement as the festival approaches,” he said.
Elevating local artists and businesses
Steven said Borneo Sonic provides him with the opportunity to help elevate local talents and boost the state’s economy.
He expressed hopes that the success of the festival will benefit local artists and entrepreneurs as well.
“This year, we are showcasing Priscilla Abby from Kuching, and Zed X from Miri.
“We also support events like Be a Star, which is a dance competition, by offering the top three winners a chance to perform on our stage.
“By providing these opportunities, I hope to give local artists a platform to see the bigger picture and advance their careers,” he said.
On the economic impact of the festival, Steven said Borneo Sonic positively affects the local economy by drawing visitors and supporting various sectors.
“The influx of attendees from around the region and beyond supports local hospitality, retail, and food industries.
“Moreover, our festival’s growth and the new activities we are adding create more opportunities for local vendors and service providers.
“The economic ripple effect is significant, benefiting Sarawakian businesses and contributing to the overall growth of the local economy,” he said.
Overcoming challenges and obstacles
Touching on the challenges in organising a music festival, Steven admitted that arranging and getting artists on board was tough, particularly for the first edition of Borneo Sonic.
“Last year, it was challenging for us because we were trying to get big names like CL and Taeyang, who are more familiar with places like Kuala Lumpur, Singapore, and Jakarta, than with Borneo.
“They may have heard of Borneo, but not Kuching.
“So, we had to sell the idea of coming here by painting a picture of how it is a peaceful and great place to visit.
“After securing a few artists, we used this to help further convince others and make them more confident,” he said.
Steven also mentioned that one challenge in securing artists is meeting their requirements, such as full payment upfront.
However, following last year’s resounding success, this year’s lineup of artists was eager to be part of Borneo Sonic.
“This year, everything has completely changed when we approach artists and present our proposal.
“They saw the response last year, and they immediately said they want to be a part of Borneo Sonic.
“So, we are grateful that Borneo Sonic has made such an impact, and artists are eager to be a part of it,” he said.
At the same time, Steven pointed out that convincing the public to purchase tickets was another initial challenge they faced.
Reflecting on last year’s event, he said many were initially sceptical, with doubts about the legitimacy of the advertised lineup.
“There were concerns that artists like Taeyang and CL wouldn’t actually show up, and people feared it was just a gimmick by the organisers.
“Some people worried that after buying tickets, they might hear excuses about permits or other issues, leading to cancellations without proper refunds.
“Even if refunds were issued, people would still be out of pocket for flights and hotels, leaving them stranded,” he said.
However, Steven noted that this year has seen a marked shift in public perception.
“People’s mindsets have changed.
“They saw what we delivered last year, and that’s why the Super Early Bird tickets sold out so quickly — they trust us now,” he said.
Amplifying last year’s success
Recalling last year’s event, Steven said they are implementing several measures to enhance safety and ensure a smooth experience for all attendees at this year’s Borneo Sonic.
He said feedback from last year’s attendees has been a critical factor in these improvements.
“Safety is our top priority. We have been in discussions with the Sarawak Sports Corporation (SSC) to address key concerns.
“For example, we have decided to add more lighting around the venue.
“Last year, after the first night, there was an incident where an attendee fell into a drain due to poor lighting and missed CL’s performance as a result,” he said.
“We read through all comments — both good and bad — and use that feedback to make necessary improvements,” he said.
In addition to improved lighting, Steven mentioned changes in crowd management.
He said this year’s Borneo Sonic will adopt a free-standing format similar to international music festivals like Coachella and Tomorrowland, allowing attendees more freedom to move around and enjoy the event.
“We have decided to move everyone to the field area to make it easier to control the crowd.
“This reduces the risk of accidents, such as tripping while dancing, and allows us to manage security more effectively,” he said.
Steven said they are introducing various initiatives to minimise environmental impacts in support of sustainability.
Among the merchandise available, they will be launching water bottles for attendees to purchase at a reasonable price, with refuelling stations available onsite.
“Additionally, we are working with Sarawak Tourism Board (STB) on prototypes to reduce and recycle waste.
“We will also continue to provide shuttle buses to help cut down on carbon emissions.
“This was something we did last year as well, and due to the positive response, we are carrying it forward this year,” he said.
Making profound impacts and touching lives
When asked about the most rewarding aspect of organising Borneo Sonic, Steven shared deeply personal and touching experiences that highlight the festival’s impact on him, the artists, attendees, and the broader community.
“The most rewarding part for me is when people recognise and appreciate the hard work that goes into it.
“It might be a simple stage to some of the big artists who have performed on grander stages around the world, but for us, it’s already significant.
“The same stage can affect different people in very different ways,” he said.
Steven also noted how Borneo Sonic has had an emotional impact on attendees.
“I saw people in the crowd crying, which reminded me of how I used to wonder why people got so emotional when I watched music shows on TV.
“But being there, I understood. For some, like the fans of Taeyang from Big Bang, seeing their idol in Kuching was something they had never imagined.
“They told me that being so close to him on stage was an experience they couldn’t get anywhere else, not even at his own concerts,” he said.
Another story that deeply touched Steven involved a young cancer patient who was a fan of Suho from EXO.
Through their corporate social responsibility (CSR) project, Steven’s company works with Sarawak Children’s Cancer Society (SCCS), where they learned about a young patient who was a big fan of Suho.
“We arranged for her to meet him backstage, but sadly, her condition worsened, and she could not attend.
“Suho signed a poster for her, and we had it framed and delivered to her just before Christmas,” he said.
Steven noted that the young girl sent a picture of the framed poster in her bedroom, but sadly, she passed away not long after.
“It is moments like these that remind me of the profound impact Borneo Sonic can have on people’s lives,” he said.
Reflecting on these significant experiences, Steven believes there is a reason he has been given the chance to organise Borneo Sonic.
“Bringing artists like Suho to Kuching might seem like a small thing, but for someone who can’t travel to Seoul to see him, it’s a life-changing opportunity.
“Knowing that Borneo Sonic can create these kinds of meaningful connections and memories makes all the hardships and challenges worthwhile,” he added.
Future plans and undertakings
Steven confirmed that there are indeed long-term plans and a vision for the future of Borneo Sonic.
“We definitely have big aspirations — just like how the Rainforest World Music Festival has become an iconic event, we want Borneo Sonic to become a signature brand.
“When people come to Kuching, they shouldn’t just think about the food, nature, or the orang-utans — they should also think about Borneo Sonic as a must-attend music festival.
“We are aiming to attract even more internationally renowned artists,” he said.
Steven revealed that his team has already begun discussing the possibility of bringing major global stars to Borneo Sonic.
“Some of my team members have asked if we could bring in artists like Billie Eilish. I said, ‘Why not? It’s not impossible.’
“It might not happen next year, but perhaps the year after.
“Building something of this scale requires a strong and consistent support system — from the Ministry and our growing community of fans and supporters.
“Gradually, we can build Borneo Sonic into one of the biggest music festivals in Asia,” he said.
Looking ahead, Steven envisions an even larger venue to accommodate the festival’s growth.
“I always dream of having a vast space, like Coachella, where we can control the crowd and create an unforgettable experience.
“My team jokes that since I am a developer, I should build my own stadium.
“While I am not planning to build a stadium, I am considering constructing a hall that can accommodate 2,000 to 3,000 people, which would be perfect for smaller concerts or fan meetings.
“However, for something like Borneo Sonic, which will continue to grow, we will eventually need a venue larger than a stadium,” he said.
