Goal and Objective
Singapore has a vibrant and diverse music scene, yet local artists continue to face a fundamental challenge: being discovered by audiences at scale.
Through I Play SG Music (IPSGM), the National Arts Council (NAC) set out to create more opportunities for Singapore artists to reach wider audiences by bringing local music into everyday spaces.
Together with FPG ADvantage, the movement found a new stage in one of Singaporeans’ most familiar routines: the everyday grocery run.
Through a three-year partnership, NAC and FPG set out to make Singapore music a more natural part of everyday life, creating more opportunities for homegrown artists to be heard and discovered, while making the shopping experience more engaging for customers.
Challenge
While Singaporeans are open to local music, discovery remains a key barrier.
Shopper research revealed just how significant that gap was: 3 in 4 FairPrice shoppers surveyed said they either never actively listened to Singapore artists or typically heard them only by chance. Just 3% said they listened to local artists regularly.¹
The insight was clear: the opportunity was not simply to encourage people to seek out more local music, but to create more opportunities for local music to find them.
This raised a different question: instead of asking audiences to go looking for Singapore music, what if discovery could become part of the routines they already know?
That meant looking beyond traditional music platforms and finding new spaces where local artists could naturally reach wider audiences as part of everyday life.
Solution
Through IPSGM, NAC and FPG ADvantage brought local music into the heart of the everyday shopping experience.
As the first supermarket retailer in Singapore to join the movement, FairPrice introduced curated Singapore music across 159 stores islandwide, with local tracks playing for up to six hours each day during peak shopping periods.
FPG ADvantage’s in-store media ecosystem brought the idea to life at scale. In-store radio became a discovery channel for Singapore music, while more than 150 digital screens featured artist visuals, helping shoppers connect the songs they heard with the people behind them.
Featuring music across diverse languages, the playlists reflected the breadth of Singapore’s music scene, giving shoppers the opportunity to encounter a wider range of homegrown artists and genres.¹ Shoppers could also continue their discovery beyond the store through the curated “Shop Till You Bop” playlist on Spotify.
With FPG’s network reaching more than 500,000 shoppers each day, music discovery was no longer confined to playlists, performances or music venues. Instead of waiting for audiences to find local music, local music became part of their everyday grocery run.
Results
Early results showed the potential of bringing Singapore music into a familiar environment, creating greater opportunities for artists while adding to the shopper experience.
- Nearly 8 in 10 shoppers saw FairPrice as a valuable platform for local artists
- 7 in 10 saw FairPrice as a way to discover artists they might not otherwise hear
- More than 3 in 5 were inspired to seek out Singapore artists after hearing them at FairPrice
- Nearly 3 in 4 said the music made shopping more pleasant
The results reinforced the original insight. By bringing Singapore music into a space people already visited regularly, the initiative created another pathway for local artists to reach audiences who might not otherwise have encountered them.
The impact also travelled beyond the aisles. The initiative was picked up by major mainstream media outlets including CNA, The Straits Times, Channel 5, Channel 8, Lianhe Zaobao and Tamil Murasu, alongside leading radio and digital platforms. Spanning multiple channels and languages, the coverage extended its reach well beyond FairPrice stores, bringing greater visibility to Singapore’s local music scene and artists.
Ultimately, the results demonstrate the power of bringing music discovery into everyday life. IPSGM reached people who may not actively seek out local music, sparked greater interest in future listening, enhanced the shopping experience and amplified Singapore’s music community nationally.
Key Takeaway
By turning the everyday grocery run into another place for Singapore music to be heard and discovered, NAC and FPG ADvantage created new opportunities for homegrown artists to reach wider audiences, while making the shopping experience more engaging along the way.
The initiative also demonstrated how FPG ADvantage’s retail media ecosystem can extend beyond advertising, transforming everyday touchpoints into platforms for discovery, connection and community impact at scale.
Sources
[1] FPG ADvantage, I Play SG Music Shopper Survey; fieldwork by Rakuten Insight, 24 August 2026, n=200.