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SINGAPORE: The biggest music festival in Singapore – SINGfest – which showcases the world's best in pop and rock will feature chart-toppers and Grammy winners like One Republic, Jason Mraz and Alicia Keys this year.
To match up to large-scale music events in Japan and the UK, organisers have also roped in new investors.
Michael Hosking, founder of Midas Promotions, said: "In financial terms, the cost of bringing this year's line-up to Singapore is probably four or five times over what we spent last year."
Universal Music Group's partly-owned All The Worlds company, which is investing in the festival, believes that SINGfest can become a huge event in the region. When that happens, travel agents can bundle the music festival with special Singapore tour packages.
Sandy Monteiro, senior vice president (ASEAN) of Universal Music Group International, said: "If it's a draw for Singaporeans, it will draw in the Malaysians and the Indonesians. It will start drawing people from the various territories. The main idea is how do we take that and make it even bigger?"
To increase the profile of the festival, performances will be recorded 'live' so that the footage can be shown worldwide to promote future SINGfest events.
Paul Morrison, CEO of All The Worlds, said: "(The footage will show) what the culture is like, what the food is like, interspersed with 'live' performance tracks. We'll be using that for broadband, mobile and for any other digital outlets."
SINGfest will take place at the Fort Canning Park on August 2 and 3.
- CNA/so
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