musicmeetsu
In collaboration with: Yusheathra Rani, Rachael Lew, Chong Zi Wei, Matthias Keow
2024
background
The campaign was developed as part of a UB module (MUS364), guided by Dr Samuel Shengmiao Wong. We felt that while many local artists share their work online, there’s often a lack of spaces that highlight the stories behind the sound. We wanted to share the challenges, inspirations, and personal experiences that shape local music. This project set out to bridge that gap by creating an engaging and honest platform where musicians, producers, and listeners could connect through meaningful conversations about music, culture, and wellbeing.
idea
Our team decided to focus on creating talk-show-style content and podcasts that highlight both music and message. Visual storytelling played a big role in the planning phase, with an emphasis on authentic, behind-the-scenes footage and short-form videos designed for social media platforms like TikTok and Instagram. Each idea was shaped around making the audience feel part of the local music journey.
execution
Once the concept was finalized, production began with a mix of interviews, podcast recordings, and social media activations. Artists and enthusiasts were invited to share their experiences and perform. The campaign rolled out across TikTok and Instagram.
Three main series of content were produced:
1. Infographics
2. Making Waves series — a spotlight on artists/enthusiasts
3. Sit-down Interview with Shazza
Role: Project Lead, Host, Designer
1. infographics
We developed infographics that examined diverse musical aspects, with a predominant focus on the Singapore scene. These topics were frequently linked to and supported the themes presented in the Making Waves episodes (see section below).
In order:
Gig Culture in Singapore
What is Vinyl?
Slow Boat — Singapore’s First Vinyl Listening Cafe
What is a Producer?
2. Making waves
Making Waves is a series created to highlight the stories of visionary Singaporeans, spearheading new projects and catalyzing positive change within the local music industry.
information counter
Information Counter brings us along to their debut gig, and introduces us their members.
groovy otter
tylo
Lukas delves into how Groovy Otter came about, and what it’s like being a vinyl distributor in Singapore that produces records for local artists.
Tylo guides us through the process of creating a beat while also recounting his journey as a producer in Singapore.
3. interview with shazza
Our content series finale featured a sit-down interview with homegrown singer-songwriter Shazza. Our conversation spanned multiple topics, with a core focus on music, identity, and community, and included a look at internet culture and its connection to mental well-being.
Outcome
Over the course of three months, the campaign reached more than 50,000 people across various platforms and built a steady following of around 400 on both Instagram and TikTok. Through consistent posting, engaging content, and artist collaborations, the project successfully captured the attention of local music enthusiasts and created a small but passionate online community.
This project was an incredibly fulfilling journey. While engagement was decent, I believe the campaign had the potential to grow even further with more time and diverse audience strategies. Throughout the process, I developed valuable skills — from video editing, on-camera presenting, and creating shot lists to liaising with multiple stakeholders. Overall, it was a refreshing and exciting experience that deepened my understanding of creative storytelling, content production, and community engagement.