SINGfest, the Island Republic’s biggest contemporary music festival, looks set to become even bigger with an alliance between brand-led event and digital content company All the Worlds, a Universal Music Group joint-venture company, and Asian concert promoter Midas Promotions.
Singapore-based Midas, founded in 1978, currently ranks as one of Asia’s leading concert organisers. The company manages over 100 shows annually in 30 countries throughout the region and the Middle East.
“All the Worlds brings a wealth of experience into this partnership working with brand partners to create events and content campaigns that places Singapore as the first Asian music hub outside of Japan to attract music lovers from all over Asia,” says Midas CEO Michael Hosking in a statement.
Grammy-winning superstar Alicia Keys headlines SINGfest 2008 from Aug. 2-3 in addition to topflight acts as Pussycat Dolls, One Republic, Panic at the Disco, Travis, New Found Glory, Jason Mraz, Simple Plan, Jamie Scott and the Town and Lost Prophets. SINGfest will be staged at the 10,000-capacity Fort Canning Park with a $200 ticket price tag for the two-day event.
“SINGfest is a natural fit for our company’s core business of creating and co-investing with consumer brands in the global live music events arena,” notes Paul Morrison, CEO and creative director, All the Worlds.
All the Worlds will manage all digital and TV content, sponsor relations and marketing with Midas will manage the promotion and production of SINGfest.
“All the Worlds’ investment in SINGfest, the first in Asia, represents a fantastic platform to showcase how our portfolio of businesses can partner with local promoters and consumer brands to create content-rich annual events,” states Max Hole, president, Asia Pacific region, Universal Music Group International, in the statement.
All the Worlds plans to film the music performances, artist interviews and lifestyle pieces around Singapore and will make the content available via its mobile handset and network provider partners. In addition, the company will also create a 90-minute show for linear broadcast through its TV partners internationally.
