The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG) have signed a three-year partnership aimed at promoting Singapore as a global travel destination through music, entertainment and fan-focused experiences.
The collaboration will combine STB’s destination marketing efforts with UMSG’s network of international artistes, audience insights and global media platforms to reach new audiences and strengthen Singapore’s profile internationally.
Under the partnership, both organisations will develop integrated marketing campaigns, fan activations and collaborations with travel partners designed to showcase Singapore through music and cultural storytelling. The initiative will also create opportunities for local and international artistes to participate in projects and experiences connected to the destination.
The agreement reflects growing consumer interest in travel experiences linked to entertainment, lifestyle and shared interests, with music increasingly influencing how audiences engage with destinations.
The partnership builds on earlier collaborations involving Universal Music artistes in Singapore, including Nick Jonas’s appearance during Singapore Art Week, social content by OneRepublic inspired by the city, and Billie Eilish’s filmed performance at Gardens by the Bay.
STB said the collaboration would focus on creating exclusive experiences in Singapore, including intimate fan events at recognisable locations across the city.
Calvin Wong, CEO, Southeast Asia & Korea, SVP Asia, Universal Music Group, said: “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.”
“We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music,” added Kenneth Lim, assistant chief executive, marketing group, STB.
“We’re not just creating content; we’re crafting memorable moments that give fans compelling reasons to visit Singapore.”
