In a first-of-its-kind partnership with the National Arts Council (NAC), FairPrice Group has launched “I Play SG Music,” a three-year collaboration that brings Singaporean music into FairPrice supermarkets across the island. More than an in-store playlist, the initiative demonstrates how retail media can create meaningful experiences that enrich everyday life while supporting national initiatives and championing homegrown talent.
Bringing Local Music to 159 FairPrice Stores
As part of the initiative, Singapore-made music will be played across 159 FairPrice supermarkets islandwide. During peak shopping hours each day, customers can enjoy up to six hours of music from local artists spanning English, Mandarin, Malay, and Tamil.
Featuring artists such as Nathan Hartono, Regina Song, ABANGSAPAU, Tabitha Nauser, Iman Fandi and lullaboy, the programme gives Singaporean artists a powerful everyday platform to be heard. It connects local talent with shoppers from all walks of life, making Singaporean music more accessible through moments that are already part of everyday life.
Retail Media Beyond Advertising
For FPG ADvantage, the collaboration reflects the evolving role of retail media.
Our omnichannel network has always helped brands connect with shoppers at the right moments. Through this partnership, those same touchpoints celebrate Singaporean talent by bringing local music into everyday shopping journeys and fostering more meaningful connections with the communities we serve.
To extend the experience beyond audio, artist stories and visual content are displayed across more than 150 in-store digital screens nationwide. Shoppers can continue discovering Singapore music outside the store through the “Shop Till You Bop” Spotify playlist, which will be regularly refreshed with more homegrown artists.
Through FPG ADvantage’s nationwide network of in-store radio, digital screens and FairPrice Group app touchpoints, the initiative reaches more than more than 500k shoppers each day, demonstrating how retail media can amplify meaningful content at scale.
A Partnership to Champion Singapore Music
To officially mark the partnership, FairPrice Group and the National Arts Council signed a Memorandum of Understanding (MOU), reinforcing a shared commitment to championing Singaporean talent and bringing local music closer to communities through everyday shopping experiences.
The MOU was signed by Ms Lynette Pang, Deputy CEO, National Arts Council, and Mr Sean Cheng, Managing Director (eCommerce) and Chief Omnichannel Officer, FairPrice Group.
The signing ceremony was witnessed by Mr Baey Yam Keng, Minister of State, Ministry of Culture, Community and Youth & Ministry of Transport, and Mayor of North East District; Mr Vipul Chawla, Group CEO, FairPrice Group; and Mrs Elaine Ng, Chief Executive, National Arts Council.
The event concluded with a live performance by Singaporean singer-songwriter Sherman Zhuo, giving guests a first-hand experience of the homegrown music that will soon become part of everyday shopping journeys across FairPrice stores.
The launch received widespread media coverage, including The Straits Times, CNA, Lianhe Zaobao, and 8world, reflecting strong interest in the initiative and its mission to bring Singapore music into everyday community spaces.
Creating Meaningful Connections Through Retail Media
As retail media continues to evolve, FPG ADvantage remains committed to creating experiences that go beyond traditional advertising. Whether helping brands drive business outcomes or supporting organisations in delivering meaningful public initiatives, our omnichannel retail media network transforms everyday shopper moments into opportunities for deeper engagement and lasting impact.
Interested in exploring how FPG ADvantage can bring your brand or initiative closer to shoppers? Contact [email protected].