Make Your Mark

Abstract

This paper presents Make Your Mark, the first of its kind campaign in Singapore aimed at helping independent musicians improve their marketing and business skills in order to achieve greater success in their music career. With the local English-music scene dwindling in terms of active listenership and support from the local audience, there is a greater need than ever to help uplift musicians in Singapore. This is in spite of the various opportunities and resources available, as local independent musicians find themselves being unable to capitalise on opportunities due to their lack of awareness and confidence in their music marketing skills. Through a three-pronged strategy to ‘Educate, Empower and Engage’, Make Your Mark was held over the course of six months in various online spaces. The campaign successfully collaborated with over 20 partners, including various experts in the music industry, and its tactics included comprehensive educational content on social media, four online webinars and a 4-month 1-to-1 mentorship programme for independent musicians. This paper will present an analysis of the importance of supporting local musicians, followed by a landscape view of the support infrastructure available for independent musicians in Singapore. Subsequently, it will detail the campaign’s strategy and execution, including an evaluation of its outcomes. Finally, the paper will detail its strengths, limitations, recommendations and future plans for sustainability of Make Your Mark.