WICKED COLLABS, SPOTIFY WRAPPED, NEWJEANS LEAVES ADOR
Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s
INSPIRATION TO DO
EACH ISSUE COMPRISES
• One thing people in Singapore are talking about
• One thing people in Singapore are searching about
• One thing that’s in the news in Singapore
ONE THING PEOPLE ARE TALKING ABOUT:
WICKED COLLABS
Image Credits: Monopoly
WHAT PEOPLE ARE TALKING ABOUT:
Wicked the Movie collabs
Wicked the movie is a film adaptation of the globally loved Broadway musical. The performances by Ariana Grande and Cynthia Erivo of the iconic songs in the visually captivating world has unexpectedly but absolutely captivated Singaporeans. Many brands have partnered up with the movie franchise, proving the widespread appeal of the movie. These include global collabs with H&M, R.E.M. Beauty, Crocs, Lego, Monopoly, Forever 21, Starbucks and more.
SO WHAT:
We often consider brand fit, alignment, goals before jumping into brand collaborations, which is why the movie’s partnership with beauty, fashion and makeup brands “makes sense”. But what happens when it becomes less so?
How did alcohol, books, stationary, travel accessories and F&B brands decide to collab with Wicked the Movie, despite not having the most direct nor obvious matches in brand value? The answer is simple: not only would its unexpectedness would surprise and delight fans, they will be able to ride the wave of interests and reach more new consumers, and also leverage the popularity of the movie to grow brand reputation. For your next partnership or collab, consider thinking outside of the box and away from the expected for some surprising results.
ONE THING PEOPLE ARE SEARCHING ABOUT:
SPOTIFY WRAPPED
WHAT PEOPLE ARE SEARCHING ABOUT: SPOTIFY WRAPPED ‘24
Every year, Singaporeans flood social media with their colourful musical recaps, comparing their top artists and songs with friends. But Spotify Wrapped is more than just a recap — it’s a snapshot of cultural and personal trends and shows how music connects us. Beyond being just a feature on a music app, it’s become a cultural phenomenon in its own right, allowing users to express themselves and while reliving their experiences in the past year.
SO WHAT:
Creating a new cultural phenomenon is no small feat, but Spotify managed to use users’ data and turn it into a fun, nostalgic, self-expressive and social experience. The brand takes the users through an evocative journey of the past 12 months, which spreads positive associations not just about our personal history, but also about the brand as the facilitator of these wonderful memories. Additionally, the brand continues to add new and unexpected features every year since 2016, keeping the experience fun, fresh and something to constantly look forward to at the end of the year.
ONE THING THAT'S IN THE NEWS:
ONE THING THAT'S IN THE NEWS: NEWJEANS ANNOUNCES DEPARTURE FROM ADOR
NewJeans, whose popularity in Singapore peaked during their debut performance here just in February this year, has announced their departure from ADOR, the HYBE subsidiary behind their meteoric rise, reportedly due to creative differences between ADOR CEO Min Heejin and HYBE’s leadership. This move highlights a growing trend of artists asserting greater control over their careers, leaving fans and industry insiders speculating about what’s next in the KPOP world.
SO WHAT:
To continue to foster collaborative and respectful relationships among artists, brand and agencies, campaign planning should take artistcreators’ identities and values into account, right from the get-go. Forethought, transparency, and mutual respect are essential to build a successful long-term partnership that benefits all parties regardless of where in the world the collaboration takes place. That being said, this occurrence is not uncommon, from ‘N Sync in the 2000’s to Kesha and Taylor Swift in recent years… perhaps we should consider mapping out a (pre-crisis) contingency plan to ensure agencies are prepared for such unforeseen (but likely) fall-outs between artists and their record label.
