Singapore and Universal Music Singapore form global multi-year partnership

The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, the world’s leading music entertainment company, signed a Memorandum of Understanding (MoU) to amplify Singapore's appeal as a global destination.

Together, STB and UMSG will use the power of music to raise Singapore’s profile and inspire travel to the country.

The three-year partnership draws on UMSG’s network of international artistes, market insights and global media channels to create a platform that introduces Singapore to new, global audiences.

Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music. What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We're not just creating content; we're crafting memorable moments that give fans compelling reasons to visit Singapore.”