The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG) are joining forces on a new multi-year partnership aimed at turning the Lion City into an even bigger destination for music fans around the world.
Announced on 8 May, the three-year Memorandum of Understanding will see both organisations collaborate on international artiste-led campaigns, exclusive fan experiences, and travel-focused activations designed to spotlight Singapore through music.
The partnership will tap into UMSG’s global network of artistes and media channels to introduce Singapore to wider audiences, while also creating opportunities for local talent to share the stage with international acts.
“We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle,” said Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.
“What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We're not just creating content; we're crafting memorable moments that give fans compelling reasons to visit Singapore.”
The collaboration builds on several high-profile moments between STB and UMSG artistes in recent years, including Nick Jonas’ appearance at Singapore Art Week, OneRepublic exploring the inspiration behind their instrumental track ‘Singapore’, and Billie Eilish’s live performance filmed at Gardens by the Bay.
According to Calvin Wong, CEO, Southeast Asia & Korea, SVP Asia, Universal Music Group, the partnership highlights music’s ability to shape how audiences experience destinations.
“Combining UMSG’s artiste network and audience insights with STB’s vision for destination storytelling will create new opportunities for our artistes across Asia, and position Singapore as a stage for creativity, connection, and global cultural exchange,” he shared.
With music tourism continuing to grow across Asia, the partnership signals Singapore’s ambitions to deepen its cultural footprint through concerts, fan culture, and artist-driven experiences — while giving travellers even more reasons to make the city-state their next stop.
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