APRW grows entertainment client roster with new PR mandates

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Integrated communications agency APRW has expanded its entertainment portfolio with new and renewed publicity appointments, including Malaysian music group EMPAT, the 10th edition of the Singapore River Festival (SRF2026), and child piano prodigy Mikkel Myer Lee.

The agency has been appointed by FriedRice Entertainment to lead publicity and media relations for EMPAT Live in Singapore 2026, marking the group's Singapore debut this September.

The concert will see four Malaysian vocalists perform together on a Singapore stage for the first time. According to APRW, the group has built a regional following through its live performances centred on family, storytelling and vocal collaborations.

Don't miss: APRW appoints Benjamin “Mr Miyagi” Lee as associate director

In addition, APRW has been reappointed by Singapore River One as the PR agency for SRF2026, marking its third collaboration with the festival following previous editions in 2022 and 2025.

The agency will oversee integrated communications for the festival's milestone 10th edition, which aims to celebrate the heritage of the Singapore River while spotlighting its future as a cultural and lifestyle precinct.

Separately, APRW has continued its partnership with child piano prodigy Mikkel Myer Lee, whom it has represented since 2021.

Most recently, the agency supported publicity efforts for Lee's third instalment of his Complete Beethoven Sonata Cycle at the Esplanade Concert Hall through media relations and influencer engagement. The performance was sold out.

“At APRW, we are drawn to artists and experiences that move people, and both EMPAT and Lee embody exactly that," Cho Pei Lin, managing director at APRW.

She added, "We are proud to be supporting FriedRice Entertainment as their publicity partner to bring EMPAT to Singapore for the very first time; this is a concert that fans will carry with them long after the curtain falls. And watching Mikkel's musical journey to a world-class performer, reminds us every day of what great music can do: it brings people together in ways that little else can.”

In tandem, Julie Chiang, director at APRW, said, "We are honoured to continue our partnership with the Singapore River Festival as it commemorates its landmark 10th edition."

"Alongside our recent client wins, this reflects APRW’s continued focus on delivering communications strategies that are insight-led, culturally relevant and built for impact. We look forward to bringing fresh energy to SRF2026 while strengthening the profile of the Singapore River precinct for new and returning audiences alike," she added.

The appointments add to APRW's recent momentum. Earlier this month, the agency was named a service provider under the Singapore Exchange's (SGX) Equip Grant panel, where it will deliver investor and media engagement readiness programmes through Knowledge Studio by APRW. The appointment also comes as the agency marks its 30th anniversary this year.

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