Singapore’s got talent: More local music at public spaces with extension of pilot initiative

SINGAPORE: A one-year pilot to give more exposure to local musicians through airplay at public transport spaces has been extended to March 2025.
The I Play SG Music initiative, part of a collaboration between SMRT and the National Arts Council (NAC), seeks to enhance the experience for about 3 million commuters daily while promoting the local music scene.
More than 140 local artistes, both up-and-coming and established, have had their songs of different genres and languages played around 8 million times across 125 SMRT train and bus stations so far.
“Extending this campaign and doing more of this is to really be able to bring the arts to everyone in everyday spaces. And in this particular instance, homegrown music into daily commuters’ lives,” said Ms Serene Lim, director of Art Ecosystem Group (Performing Arts) at the NAC.
The initiative was first launched in August last year after a national music survey found that respondents had a 55 per cent increase in positive perception towards Singaporean music after they heard it. 
“What this showed us was that there was an exposure issue. It’s not that the music isn’t good,” said founder of Bandwagon Media Clarence Chan, whose firm curates the music played under the I Play SG campaign.
Beyond transport nodes, the initiative was expanded to Marina Bay Sands and Expo Convention Centre. 
Shopping malls may be next. 
“Singaporeans love to go to (malls) and they are a huge part of our lives. So we want to be able to see if there are more partners in those kinds of areas,” said Ms Lim, adding that such expansion is a work in progress. 
Among the artistes who have been featured is Shazza, who creates pop music. 
She said the exposure has been rewarding, with people telling her they checked out her music online after hearing it during their commute.
“It’s been a dream of mine for a long time to have my music playing in public spaces, so it’s extra special,” she said.
Such initiatives are creating a positive space for the local music industry, she added. 
“When I was growing up … (I) didn’t see a lot of intention behind the growth of the local music scene. I see more of that now, and it’s very heartening to be a part of the scene at this time,” said the 23-year-old.
She added that while some stigma remains attached to local music and some people may still have misconceptions on its quality, she feels that the situation is gradually improving. 
She suggested that local musicians’ songs could be made more accessible – for instance, by the use of a QR code that allows passengers to scan and get more information. 
Exposure is not the only benefit for local talent, said artiste manager Dean Augustine, adding that the opportunity opens up better financial prospects for the musicians as well. 
On top of royalties for airplays, the initiative can also shape demand and drive market interest in homegrown music talent, he said.
“When there’s more knowledge and exposure and recognition, stakeholders out there will actually start thinking ‘oh, I think people do listen to this. Maybe it’s time (to) book them’,” said Mr Augustine, director of Cross Ratio Entertainment. 
The goal is to move Singapore towards a music nation, said I Play SG’s Mr Chan.
“Music, to us, is about identity. It’s about who we are, and it’s a way of presenting that in song, in lyrics, in melody, in rhythm. So when we approach the music, it’s really looking at what represents us,” he said. 
Noting that there will be more touch points for local songs to be heard, he said: “We really want to be that spark whereby, in the future, we don’t even need to prompt a particular shopping mall or a particular gym to be playing Singaporean music. It would be just part and parcel of life in Singapore.”