FANS RULE
ONE THING PEOPLE ARE
CONCERT GLOW UPS
Image credit: Angela Guo
WHAT PEOPLE ARE TALKING ABOUT:
CONCERT GLOW-UPS
Concerts are not just about the music, they’re about the outfits too. Fans were spotted all decked out in ribbons for Laufey’s concert and Y2K outfits for Olivia Rodrigo’s GUTS tour. Driven by the desire to start the party early, a new ritual is being built around concert-going as fans express themselves by taking inspiration from the artist's own fashion choices and music.
SO WHAT:
There are two lessons here:
1) Brands need to learn the fan culture and then be part of it.
2) Build on enhancing their pre- and post-concert-going experiences. Case in point: Check out how Changi Airport tapped into Swiftiefever to be a part of culture.
Image credit: Angela Guo
ONE
THING PEOPLE ARE SEARCHING FOR:
Image credit: Sony/Screenshot by CNET
Image credit: PlayStation
WHAT PEOPLE ARE SEARCHING FOR:
PlayStation is celebrating turning 30 by launching a limited edition PS5 Pro with throwback design elements and a legacy colour scheme that pays homage to the original PlayStation console. To keep scalpers at bay, PlayStation is giving fans an advantage in select markets. In Japan, only players who have clocked 30 hours of play on PSN accounts can get the right to preorder the console. In Singapore, one set out of the 50 available in-market will be given away to the fan with the best PS story.
SO WHAT:
• Nostalgia is still an effective play when you’ve the community to back it up.
• Even imperfect systems to protect real fans generate goodwill: While not foolproof, the Japanese system does make it harder for scalpers and consumers are appreciating these efforts to gatekeep.
• Turn customers into advocates: Treat your most passionate fans well, and they'll become your most vocal brand ambassadors.
ONE (MORE) THING PEOPLE ARE SEARCHING FOR:
Image credit: @rou073
Image credit: @seokminPabo
WHAT PEOPLE ARE SEARCHING FOR:
KPOP BIRTHDAY PARTIES
Singaporean fans of KPOP idols are adopting fan culture and trends from South Korea, including organising café events to celebrate their idol's birthday. While KPOP birthday café events are not new in Singapore, there is an increasing number of such café events and also participating fans. Fans will organise these events out of their own pockets, creating event-specific merchandise and memorabilia such as cup sleeves, poster banners, photocards, keychains, standees etc.
SO WHAT:
• Brands need to recognise the pull of communities rather than pushing the brand on to them.
• Brands who rely on celebrity endorsements as part of their marketing strategy can create opportunities to fuel the fandom by positioning the brand as being supportive of their passions (e.g. through merchandise, experiential retail).
ONE THING PEOPLE ARE READING IN THE NEWS:
Image credit: Studio Ghibli, Harper’s Bazaar Singapore
Image credit: Marina Bay Sands
WHAT PEOPLE ARE READING IN THE NEWS:
MAGICAL WORLDS
IRL
Singapore’s art scene is buzzing with a new wave of immersive art exhibitions this October. From the magical worlds of Studio Ghibli to Lego’s re-imagination of classic art, these experiences are an invitation to immerse themselves in the worlds they love. Exhibitions tap into nostalgia, showcasing iconic props, costumes, and behindthe-scenes materials that evoke powerful memories and emotional responses.
SO WHAT:
• Turn passive consumption to active participation: People are increasingly invested in the worlds of artists, brands and creators and forming deeper connections with intellectual properties they love. Exhibitions are an interactive and engaging medium to bring the brand world to life.
• Experience-driven marketing: Brands should know that beyond providing a product or service, they should be creating a memorable, shareable experience that sticks. This is not limited to art, but also applies to fashion, food, tech and other industries where consumers’ desire for participation continues to grow.
