Your next grocery run just got a Singaporean soundtrack

The National Arts Council (NAC) and FairPrice Group (FPG) have entered a three-year partnership to play music by Singapore artists across 159 FairPrice supermarkets islandwide.

Unveiled at FairPrice Finest Clarke Quay, the collaboration is part of NAC's "I play SG music" initiative, which aims to bring Singapore-made music into everyday public spaces. The launch was attended by Baey Yam Keng, minister of state for the Ministry of Culture, Community and Youth and the Ministry of Transport, who witnessed the memorandum of understanding signing between the two organisations.

Under the partnership, curated playlists featuring both emerging and established Singapore musicians will be played for up to six hours each day during peak shopping periods. The playlists will span genres including pop, R&B and ballads, and feature songs in Singapore's official languages.

Don't miss: National Arts Council spotlights creativity as a catalyst for confidence and curiosity

Artists featured in the initial line-up include WHYLUCAS, Yokez and ABANGSAPAU, with the playlist set to be refreshed over time to introduce more local talent.

Beyond in-store audio, artist visuals will also be displayed across more than 150 digital screens through FairPrice Group's retail media network, FPG ADvantage, giving shoppers an additional way to discover Singapore musicians while increasing visibility for participating artists.

According to NAC, the initiative provides musicians with sustained exposure to a broad audience outside traditional performance venues such as concerts and festivals, while introducing shoppers to local music during their weekly grocery trips.

The partnership forms part of NAC's broader strategy under the Our SG Arts Plan (2023–2027) to integrate the arts into everyday spaces and make them more accessible to the public.

It also builds on previous efforts to bring local arts beyond traditional cultural venues. Earlier initiatives have included a partnership with Changi Airport Group to showcase Singapore arts at the airport, commissioned artworks at MRT stations, and large-scale community art installations in MRT station viaduct spaces.

“While our core purpose is centred on keeping daily essentials within reach for all in Singapore, we are equally committed to caring for the community we serve," said Vipul Chawla, group chief executive officer, FairPrice Group.

He added, "This partnership with NAC is an extension of our customer focus, transforming routine grocery shopping into a more uplifting and engaging experience. By leveraging our integrated in-store media capabilities, we are glad to connect shoppers with our local musicians and inject a little more joy into their everyday lives." 

In tandem, Elaine Ng, CEO of NAC said, "Music has a unique way of bringing people together and creating shared moments. Through 'I play SG music', NAC is bringing the sounds of Singapore into everyday spaces, making it easier for more people to discover and enjoy the incredible talent of our homegrown artists."

"Today, with FairPrice Group, we are transforming supermarkets across the island into places where shoppers can connect with local music and the stories behind it. We hope these everyday encounters spark curiosity, grow new audiences for our artists, and inspire more people to embrace and celebrate Singapore’s vibrant music scene," she added. 

Sherman Zhuo, singer-songwriter at Cross Ratio, said that in an era where listeners have access to an overwhelming amount of music, discovering new artists has become a more deliberate process. He added that the partnership allows audiences to encounter local music organically during their daily routines, with the hope of fostering greater appreciation for Singaporean artists and the local music scene.

The latest collaboration builds on NAC's wider efforts to bring Singapore's arts and culture into everyday public spaces. Earlier this year, the council partnered with Changi Airport Group (CAG) on a three-year initiative to showcase Singapore's arts and culture to international audiences passing through Changi Airport.

The collaboration will see curated art displays, live performances and activations rolled out across the airport's terminals, leveraging Changi Airport's annual passenger traffic of about 70 million to expand the global reach of Singapore's creative talent. The partnership was launched at Changi Airport Terminal 4 in April, with senior minister of state Low Yen Ling attending as guest of honour.

Related articles: 
FairPrice turns product sampling into a shouting contest   
FairPrice celebrates small everyday moments that make CNY shine     
NAC brings climate grief and memory to life in hybrid metaverse exhibition