Singapore Tourism Board & Universal Music Group Singapore form partnership to boost music tourism

On May 8, 2026, the Singapore Tourism Board (STB) and Universal Music Singapore (UMSG) signed a three-year MOU, using music as a vehicle for destination marketing.

The deal puts UMSG's global artist roster, audience data, and media reach behind campaigns designed to pull international visitors to the city-state.

Activity will span integrated marketing, fan activations, and travel partner collaborations, with room for local artists to be featured alongside international acts.

The partnership follows several artist-led activations STB has already run with UMSG talent.

Previous collaborations include Nick Jonas at Singapore Art Week, OneRepublic creating content around their track 'Singapore', and Billie Eilish filming a live performance at Gardens by the Bay.

Read this next: CIRCUITS returns to Singapore this June at HighHouse

STB's Kenneth Lim, Assistant Chief Executive of the Marketing Group, pointed to fan-facing experiences as a key focus: “What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations.”

Read this next: The Weeknd announces Asia dates for After Hours Til Dawn tour finale

“We're not just creating content; we're crafting memorable moments that give fans compelling reasons to visit Singapore,” he underlines.

Calvin Wong, CEO of Southeast Asia & Korea and SVP Asia at Universal Music Group, adds: “Combining UMSG’s artiste network and audience insights with STB’s vision for destination storytelling will create new opportunities for our artistes across Asia, and position Singapore as a stage for creativity, connection, and global cultural exchange.”

Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.

Cut through the noise—sign up for our weekly Scene Report or follow us on Instagram to get the latest from Asia and the Asian diaspora!