The National Music Consumption Survey, commissioned by the National Arts Council (NAC), is the first survey conducted on a national scale to get a sense of trends in music consumption and perceptions of Singaporean music. Door-to-door interviews were conducted from May to June 2017 on a representative sample of 1,000 Singaporeans and Permanent Residents. NAC hopes to conduct such a survey every two years to track trends.
“This type of information, on a national scale, does not exist. When we’re looking at our music policy for the next few years, we felt what was missing was really data. We need to know beyond the anecdotal and the gut feel, what exactly people are consuming and how they’re consuming it,” says Kok Tse Wei, NAC’s Deputy Director of Sector Development (Music), adding that the industry was consulted in the process.
As for Singaporeans’ attitudes towards and consumption of homegrown music, seven in 10 say they do listen to Singaporean music, with one in three actually seeking it out. For those who don’t, reasons cited include not being exposed to or not being aware of Singaporean music and music talents, or just a personal preference for international music.
To increase exposure and accessibility to homegrown music and musicians – especially among younger listeners – NAC will be partnering music media company, Bandwagon, to launch an online platform, Hear65, in the first quarter of 2018.
“Hear65 is a national movement to raise awareness and interest in Singapore music. Part of it will comprise an online platform, which is where we ply our trade every day, talking about stories in the music space. We will spotlight Singapore artists and present them in such a way that is accessible to the target audience which we have identified through this survey,” says Clarence Chan, Founder of Bandwagon, adding that they are currently looking for partners – corporates, brands and media – to come on board to support this movement.
A summary of the key survey findings is available here.