On 30th August 2023, the National Arts Council (NAC) signed a historic Memorandum of Understanding with Singapore Mass Rapid Transit (SMRT) at Bras Basah MRT Station, marking the two entities’ commitment to a new partnership to enliven spaces of commute through music, poetry, and busking, to widen avenues of exposure to Singapore’s art in public spaces.

This landmark collaboration is anchored by the launch of a year-long ‘I Play SG Music’ campaign led by Hear65, a national music movement by NAC and produced by music media company Bandwagon. Hear65’s ‘I Play SG Music’ campaign brings homegrown music closer to over 3 million commuters across 125 MRT, LRT stations and bus interchanges operated by SMRT for the first time, enhancing the daily experience of commuters as they make their way to spaces where they live, work and play. During the launch, local artists Marian Carmel and YAØ performed some of their original music, while attendees were also treated to visuals of local poetry.

Under Hear65’s ‘I Play SG Music’ campaign with SMRT, homegrown music is set to be brought closer than ever to over 3 million commuters across 125 MRT, LRT stations and bus interchanges for the first time, enhancing the daily experience of commuters as they make their way to spaces where they live, work and play.

Said Marian Carmel: “I remember how during COVID-19, there were no live shows whatsoever, which were what made up the bulk of an artist’s income. I ended up having to share a studio apartment with my family and our dog during the circuit breaker, while still recording my album.”

“Still, we pulled through, and to think that now with this initiative, I’ll be able to share my music so freely on the street, and all this would not have been possible without the support of so many people.”

Says YAØ: “It’s not always easy being a musician in Singapore, and even if everyone in Singapore did listen to my music, it may not be sufficient, and I’d hope that our local artists can eventually break into regional and global markets.”

“At the end of the day though, music is what I love. It’s my passion and what I’ll do for the rest of my life, and because of that, nothing will stop me from continuing to pursue it, as I continue to experience and explore life as an artist, using my craft to express what I want.”

The campaign was inspired by key findings from NAC’s 2021 Deep Dive Study of Singaporean Music Listeners, which revealed significant improvements in the levels of interest and perception among Singaporeans upon hearing playlists of homegrown music. In working closely with local artists, music labels, and performance rights organisations (PROs), the campaign aims to champion new opportunities and exposure of our homegrown musicians amongst wider audiences, where local music can be easily accessible in public spaces. Commuters can expect a diverse range of original Singaporean music acts, selected from artists and repertoire under music labels such as Universal Music Singapore, Warner Music Singapore, Sony Music Singapore, Cross Ratio Entertainment, Where Are The Fruits, and Ocean Butterflies. Curated by Hear65, the playlists will also fit the mood for different times of the day and refreshed quarterly to include new artists and songs. 

In addition, NAC and SMRT Trains Ltd. will further enhance the commuting experience for locals and visitors alike, by introducing other initiatives under the MoU. Commuters can enjoy snippets of poetry and prose in trains as they go about their daily commute and be inspired by the beauty of local literature. Also in the works is a collaboration with ART:DIS Singapore to provide buskers with disabilities accessible platforms to showcase their musical talents at train stations across the island. 

Said Mr Low Eng Teong, Chief Executive Officer of NAC: “Partnerships are key to unlocking more avenues for arts creation, presentation, and connections in Singapore. The support of valued stakeholders such as SMRT is a cornerstone of Our SG Arts Plan (2023 – 2027), as spaces across the island will be invigorated by the arts, transforming Singapore into an endearing home and A Distinctive City that inspires. We invite more like-minded partners to join us in the making of Singapore’s vibrant and sustainable arts scene.”

Said Mr Lam Sheau Kai, President, SMRT Trains Ltd.: “This landmark partnership with NAC is one of the ways in which SMRT hopes to connect communities around our public transport network through the common language of art and music. We are happy that our spaces in the transit network can become an enabling platform for homegrown artists and buskers with disabilities to share their works with a wider audience.”

The event was also attended by Ms Low Yen Ling, Minister of State for Culture, Community and Youth and Minister of State for Trade and Industry. “I knew this would be a momentous occasion, and that is why I made sure to make time in my schedule to be here to witness this historic signing between NAC and SMRT,” she said. “I am the mother of two young boys, and I’m thankful that we can have this atmosphere to ensure our children can more easily enjoy and support local music. Just by realising we have so much artistic talent, we can feel more connected and brought closer together.”

“This synergises with what SMRT is all about by bringing people together, and I believe that this is a powerful partnership. By putting local music on our daily commute, it already becomes a dynamic stage to reach new audiences across our MRT stations and bus interchanges, to feed the craving for local music, and to celebrate and platform all kinds of Singaporean music.”

Find out more about Hear65 here