All That Matters 2026 has unveiled its full programme and expanded speaker line-up ahead of its return to Singapore this October.
Happening from 2 to 7 October, the 21st edition of the cross-industry event will bring together music, sport, gaming, marketing, and entertainment under the theme Where Culture Is Currency. More than 100 global speakers and over 2,000 senior decision-makers are expected to take part.
The six-day programme kicks off with Music Matters Live from 2 to 4 October at CQ @ Clarke Quay, before the All That Matters Conference takes over Hilton Singapore Orchard from 5 to 7 October. Music Matters Live will also return for its closing-night programme on 7 October.
This year's conference will explore the growing intersections between fandom, technology, live entertainment, AI, the creator economy, cultural investment, and brand building.
Among the organisations represented across the speaker line-up are Universal Music Group, Warner Music, Warner Chappell Music, HYBE America, YouTube, YouTube Music, SoundCloud, IFPI, Live Nation Singapore, Virgin Music Group, Meta, Microsoft Xbox, Billboard, Luminate, Avex Music Creative, Believe Music, Singapore Tourism Board, National Arts Council, NBA, and Singapore GP.
On 5 October, the conference will open with Jasper Donat, Co-Founder and CEO of BRANDED, before turning to Singapore's role as a hub for culture, creativity, and innovation. The first day will also feature conversations around Asia's music industry, YouTube's entertainment ecosystem, fandom, live touring, J-pop, and visual storytelling, alongside the Music Matters Academy and Virgin Music Industry Mixer.
The second day will spotlight Asia's growing role in global live entertainment, with Adam Firth, Executive Director of Singapore GP, and Brett Murrihy of William Morris Endeavor discussing the convergence of sport, music, tourism, and culture. Sessions will also tackle AI in music, Asian music's global growth, songwriting camps, esports, gaming, cultural investment, and Singapore's ambitions as a global music hub.
Marketing and culture will take centre stage on 7 October, with discussions on the relationship between sport and music, cultural investment, brand relevance, creators, esports, and the arts. The conference will conclude with Fame + Fandom = Fortune for the New Power Players, followed by the Girls' Night Out showcase at CQ @ Clarke Quay.
Music Matters Live brings 44 artists from 15 countries to Singapore
Beyond the conference rooms, Music Matters Live will celebrate its 21st edition with four nights of live music on 2, 3, 4, and 7 October.
The free festival — except where otherwise stated — will feature 44 artists from 15 countries, including Lola Amour, DOLLA, KAIA, PIX!E, LIL LEAGUE from EXILE TRIBE, KID PHENOMENON from EXILE TRIBE, Supercatkei, Maisha Kanna, Bratty, Borderline, Reuben De Melo, Pierce Brothers, and more.
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Fans can also catch several dedicated showcases, including MadeIN Japan presented by EXILE TRIBE, MadeIN Philippines presented by NCCA, the debut MadeIN Nagaland showcase presented by the Government of Nagaland and TaFMA, two Sounds Australia showcases, and Music Is Universal by Universal Music.
Returning on 4 October, Music Is Universal will spotlight Universal Music's Southeast Asian roster, bringing together DOLLA from Malaysia, LYHAN from Vietnam, MARBLES from Indonesia, VVV from Thailand, and XONARA from the Philippines.
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Additional Music Matters Live showcases will take place around Singapore at venues including Blackbird, Hard Rock Cafe, MDLR, and Swee Lee.
All That Matters Conference passes are now available here.
All That Matters Conference
- Date: 5–7 October
- Venue: Hilton Singapore Orchard, 333 Orchard Road, Singapore
- Conference hours: From 10 AM on 5 October; from 9 AM on 6–7 October
- Closing party: Girls' Night Out, 7 October, 7 PM till late at CQ @ Clarke Quay
Music Matters Live
- Date: 2–4 and 7 October
- Venue: CQ @ Clarke Quay and selected venues across Singapore
- Admission: Free, except where stated
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