Singapore Tourism Board and Spotify invite travellers to groove to Beats of Singapore
Discover Singapore based on music’s universal
language through the Beats of Singapore
campaign, a partnership between the Singapore Tourism Board (STB) and Spotify,
the world's most popular music streaming subscription service.
Starting March 8 until March 31, 2019, Spotify
users in the Philippines, Indonesia, Thailand and Vietnam can explore Singapore
via playlists that will allow them to engage with the city through music and find
out more about what to do and see in Singapore. Users who log on to www.beatsofsingapore.com
and participate
in the campaign can also win one month Spotify premium subscriptions while a
lucky weekly winner will get six months’ worth of premium subscription[1].
This unique campaign by STB and Spotify aims to
connect visitors with Singaporeans through their shared passion and
appreciation for music. The first phase, which ended in December 2018, saw enthusiastic
participation by Spotify users in Singapore, with 2,100 submissions received
across a three-month period. Their submissions consisted of song
recommendations which were evocative of their favourite places, or activities
in Singapore.
For example, the song “One Love” by Bob Marley
& The Wailers was tagged to Arab Street, as the locale is well-loved by Singaporeans,
and is a place where different races in Singapore come together to embrace the
city’s eclectic blend of history, culture and arts appreciation. On the other
hand, Singapore’s East Coast Lagoon Food Village, which offers a wide selection
of Singaporean favourites, was paired with “Dance the Night Away” by TWICE, as
a tribute to its vibrancy at night as a popular food haunt. These submissions contributed
towards building up Singapore’s soundscape on the campaign’s microsite.
In the second phase of the Beats of Singapore campaign, visitors from the four Southeast Asian
markets can now tune in to Singapore’s unique soundscape built up in the first
phase, and check out the myriad recommendations on what to do and see in Singapore
– including discovering the tribe profiles of popular influencers in the
country, such as UDD from the Philippines. A home-grown electronic indie band, UDD enjoys
listening to classics like Prefab Sprout’s “Appetite” while taking in the
stunning view from the Henderson Waves Bridge. Users can also download
itineraries for a trip, and even make their own recommendations of Singapore to
others who share the same passions.
Discovering passion
tribe profiles through music
As travellers discover and appreciate a city
differently, each of them belong to different “Passion Tribes”[2] –
groups based on lifestyles and interests when they travel. For instance, those
in the Foodies passion tribe often take delight in savouring culinary
experiences when they travel, while those in the Socialisers passion tribe enjoy
making meaningful connections through music and entertainment.
When visiting the Beats of Singapore microsite, travellers from the four Southeast
Asian markets will be prompted to sign in to their Spotify account, where they
will be matched to a “Passion Tribe” profile. The match is done according to the
user’s existing favourite playlists and Spotify's unique data insights, which
studies music preferences and listening habits. Visitors who are already in
Singapore can tune into their “Passion Tribe” playlist specially curated by
Singaporeans who participated in phase 1 of the campaign. Featuring Singaporean
artists and music, travellers can now experience a multi-sensory and musical
adventure as they take in the city’s sights and sounds.
STB Philippines Area Director Lael Loh
said: “STB is thrilled to continue with the second phase of the Beats of
Singapore campaign with Spotify, following a successful run in the campaign’s
first phase in Singapore. In this phase, we aim to offer travellers an
innovative way in which they can discover and rediscover Singapore. Through
recommendations made by Singaporeans, as well as the specially-curated music
playlists, we hope travellers will be inspired to find out more about Singapore
and deepen their passions on this journey of discovery through music.”
Discover the Beats of Singapore and build your own itinerary today by visiting https://www.beatsofsingapore.com.
[1] Participants can log on www.beatsofsingapore.com
for more information on how to take part in the campaign and make submissions
[2]
The seven “Passion Tribes” are: Foodies, Explorers,
Collectors, Socialisers, Action Seekers, Culture Shapers, and Progressors. More
information can be found at www.visitsingapore.com and www.visitsingapore.com/MICE.
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