Country Profile: Singapore

According to Kwang Hwa Ngiam, managing director of Live Nation Singapore, the live market in Singapore is “back to normal – we have flung open the doors after a very cautious and calculated reopening.”

Comedian John Cleese was the first western act to perform in Singapore post-Covid – his show was a sell-out – while Billie Eilish was the first to perform at the national stadium after restrictions were lifted. As one of the biggest players in the country, it’s been a great year for Live Nation.

It launched the Ones To Watch artist discovery platform at Music Matters, while NCT 127 performed the first K-pop show at Indoor Stadium in over two years, and construction continues apace on its own venue in the heart of downtown Singapore. “A major game changer,” is how Ngiam describes it, “catering to a capacity and setting that is currently lacking.”

“A major game changer,” is how Ngiam describes it, “catering to a capacity and setting that is currently lacking.”

Other key promoters include AEG, which will be bringing Kehlani and Wallows to the country in 2023; UnUsUaL Entertainment, which promoted shows by Singaporean singer JJ Lin and (with AEG) Justin Bieber; Lushington Entertainments, who brought Marshmello, Green Day, and Suede to Singapore’s F1 Grand Prix; and Midas Promotions. IMC, TEG, Mode, CK Star, GHY Culture, Symmetry Entertainment, Now/Live, Base, and LAMC are some of the other important national promoters working with international acts.

Germany-headquartered CTS Eventim also recently launched the Singapore-based Eventim Live Asia – led by CEO Jason Miller (ex-Live Nation), establishing a base in the touring markets of Asia, with Samantha Tzovolos as managing director for Singapore, and Mike Galt as senior vice president of touring for Asia. Shows in Singapore are split “80% smaller local shows and arena shows, and 20% stadium shows,” according to San Chin Koh, assistant director of marketing at UnUsUaL Entertainment.

And while she notes that the overall market is healthy, notable issues remain. “It’s very challenging as there are many shows coming to Singapore, and the lack of manpower and high
operational costs for air fares, hotels, freight, and production just add to the challenge.”

“Currently, the majority of audience demand leans towards theatre- to arena-size shows and take-up rate is faster compared to stadium crowds,”

“Currently, the majority of audience demand leans towards theatre- to arena-size shows and take-up rate is faster compared to stadium crowds,” adds Ngiam. “But stadium shows with the right act and pricing can also enjoy great sales.”

And there remains opportunity for smaller acts, too, he says. “Bedroom pop is growing in our market with a small but intense core fanbase who are supportive of growing acts like Girl in Red and Beabadoobee.”