Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
STB banks on music content once again, ties up with Nathan Hartono

STB banks on music content once again, ties up with Nathan Hartono

share on

The Singapore Tourism Board (STB) has partnered with Warner Music Singapore and local singer Nathan Hartono to inspire travel to Singapore through music and photography.

The series, titled “Singapore Close-Ups”, will feature Hartono’s latest single, In the Clouds. The series is part of STB’s latest Made in Singapore global campaign, which spotlights how ordinary moments are transformed into extraordinary and unique experiences in Singapore.

Don’t miss: Singapore Tourism Board highlights the beauty of SG's hidden gems in new campaign

The social content series will feature the works of talented local photographers such as Qi Hao, Yafiq Yusman and Lenne Chai, as they capture Singapore’s iconic locations and hidden gems in creative and unique ways.

The photographers will convey stories of Singapore through their lens, uncovering diverse facets from lush urban greenery and heritage buildings, to art and food.

The first instalment of the series will feature Hartono’s visual interpretation of “clouds”, meant to inspire discovery in Singapore.

“As someone who holds both Singapore and music close to my heart,
this collaboration has been a dream come true. It showcases the charming and almost whimsical corners of this island, alongside my new single In the Clouds," said Hartono.

"I look forward to being part of this journey of discovery through photography, where we capture and appreciate the extraordinary moments made in Singapore,” he continued. 

STB’s collaboration with Warner Music Singapore and Hartono will also culminate in a music video for In the Clouds, set against the backdrop of Keong Saik and Tanjong Pagar. The video will be released on 2 November 2023.

“As a multi-faceted artist, Hartono’s unwavering dedication to his craft while pushing the boundaries in pursuit of artistic excellence is true to our Passion Made Possible brand,” said Choo Huei Miin, director, brand, STB. She added that STB hopes to inspire more audiences to visit Singapore and discover its rich offerings through Hartono’s photography and music.

This is not the first time STB has tapped on the power of celebrity to promote Singapore to the world. Last year, Gardens by the Bay gets a huge chunk of airtime in Billie Eilish's recently released music video to release two live videos for her songs TV and The 30th.

Both videos were filmed in the Cloud Forest at Gardens by the Bay in Singapore, an iconic tourist attraction here in Singapore known for its innovation and conservation.

According to a press statement by STB, known for its lush urban greenery and beautifully designed spaces, Singapore instantly resonated with Eilish while on her "happier than ever, the world tour". Both videos were directed by Singaporean director Choānn and were shot in partnership with the Singapore Tourism Board, as part of their international recovery campaign, SingapoReimagine.

In tandem, STB also engaged singer Charlie Puth to shout-out Singapore Tourism Board’s (STB) beloved mascot Merli on Instagram. 

The star was in Singapore last year as part of STB’s partnership with Warner Music Singapore. As part of the collaboration for the SingapoReimagine campaign, Puth showcased Singapore’s destination offerings to encourage more visitors as the pandemic came to a close and travel resumed. 

Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

Related articles:
Singapore Tourism Board partners Roblox to launch new immersive experience
Singapore Tourism Board appoints Distilleri to helm SG's Grand Prix parties for a second year
Warner Music Group's WMX and Httpool partner up to empower advertisers in Asia

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window