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(Last updated: 16 Aug 2007)
Trends and opportunities
The market
Singapore’s cultural aspirations are supported by a highly dynamic tourism industry, which is in turn strengthened by the Singapore Tourism Board, a government body that has a sizeable budget to invest in the growth of the artistic industry. The idea of arts as a cultural commodity is widely accepted in Singapore, and performances have been proven to have a multiplier effect on a country’s economy, thereby increasing its attraction to a service-oriented market like Singapore.
The arts, culture, entertainment and media scene in Singapore is bolstered by the supportive policies of the Ministry of Information, Communications and the Arts (MICA). Statutory boards under MICA include the National Arts Council, National Heritage Board, and Media Development Authority.
The National Arts Council's (NAC) vision is to develop Singapore as a distinctive global city for the arts. The following art forms are recognised and supported by the NAC:
- visual art
- performing art (theatre, music, dance)
- literary art
- photographic art
- video/multi-media art
The NAC also provides funding for research and developmental projects on a case-by-case basis. It administers various scholarships, bursaries and grants for students, and has recently taken on a more advocacy-driven thrust in efforts to enlarge the audience base. Through its Audience Development division, opportunities are available for workshops and instructional courses that elevate the collective student body's appreciation and skill sets in the various artistic disciplines.
The National Heritage Board runs the major arts and heritage museums, namely, Singapore Art Museum, Singapore History Museum and Asian Civilisations Museum. It is also in charge of the preservation of historical artefacts through the National Archives of Singapore and the Heritage Conservation Centre.
The Media Development Authority (MDA) is formed by the merger of the Singapore Broadcasting Authority, the Films and Publications Department, and the Singapore Film Commission. Various initiatives, developments and standards for television, film, video, radio, publication and new media are handled by MDA. The organisation makes its guidelines clear and consistent across all the media so as to create a pro-business environment.
The MDA has a dual-function role that contributes to developing Singapore into a vibrant global media city as well as a creative economy and a connected society. The first is to promote the growth of the media industry. The second is to manage content to protect core values and safeguard consumers' interests.
MDA is currently pursuing a co-production agreement with the Australian Film Commission – and if it comes into effect – will signal greater prospects for both financial and creative collaboration between Australian and Singapore production companies.
Opportunities
As Singapore forges ahead and positions itself as a developed economy, there is greater impetus to focus on the 'softer side of life', that is, the creation of an entertainment and lifestyle-focused environment, where people can both work and play.
This has resulted in a wide array of festivals and events that are opportunities for Australian companies to provide top-notch arts and cultural content to a diverse demographic of audience with substantial spending power.
Singaporeans are relatively open to Australian arts and culture, primarily because of the population’s affinity with Australia as a destination for holidays. The Sydney Opera House is more than just a tourist landmark; it is also a venue where many Singaporeans have had a taste of what Australia has to offer in the arts.
Most Singaporeans have also been exposed to Australian talents through the touring of musicals such as 'Singin’ In The Rain,' 'Fame,' 'Saturday Night Fever,' and 'Mamma Mia,' which are performed by predominantly Australian casts. 'Mamma Mia' – which ended a sold out run in the last quarter of 2004 – was so well received by Singaporean audiences that the main sponsor, Singapore Press Holdings, has recently indicated in a press report their intention to bring in a musical of a similar stature this year.
Television programmes such as Hi-5 and The Wiggles are very popular with Australian children and have effectively blazed the trail for Australian acts that cater to young audiences. Catering more to the mature palate are food and lifestyle programmes like Discovery Travel and Living’s, and MediaCorp Arts Central’s offering of 'Surfing The Menu', 'Kylie Kwong’s Simply Magic', 'Food Lovers’ Guide To Australia', and even reality shows like 'The Block' and 'My Restaurant Rules'.
Singapore’s success in films – 'The Eye' (2002) and 'Homerun' (2003) being the standouts in terms of box office earnings – have fuelled the industry’s resolve to further cultivate and cross-pollinate its existing pool of talents with international counterparts. As Singapore’s film industry continues to grow, opportunities may be presented in the form of co-production partnerships, licensing and distribution arrangements, merchandising, and other related revenue sources.
Examples of Australian performing arts that have been well received in Singapore include the Melbourne International Comedy Festival’s Singapore Roadshow, The Umbilical Brothers, tribute bands like 100% Kylie, Bjorn Again, and Stayin’ Alive, as well as a variety of roving acts that entertain shoppers and pedestrians alike.
Visual arts from Australia is also much appreciated in the Singapore market, with commercial galleries representing an increasing number of established and new artists on their regular portfolio. Contemporary 2-D and 3-D art in the form of wall paintings, sculptures, ceramics, studio glass, prints, and photography all stand a chance to grace the homes, public spaces, hotels, and corporate spaces in Singapore’s overall landscape. In 2005, a total of A$25 million worth of art and collectibles was transacted in Singapore. This substantial volume is possible for Singapore’s relatively small population of four million because Singapore is seen as a safe haven for art collectors from the region, who regularly visit to update their knowledge of what’s available and also to actively participate in auctions and trade fairs like ARTSingapore.
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