Challenge

Starting a brand new outdoor lifestyle experience that is on the pulse of culture in Singapore was a tall order. We had to figure out how to bring awareness and credibility to this brand-new festival that we were trying to build, without compromising the quality of the music acts and visual artists that we wanted to showcase. Curating a compelling lineup of international and local talent posed many challenges as well, as many considered acts did not want to travel for a one-off show; therefore, we took way too long to have a firm lineup announced. Additionally, we observed a stark difference in the purchasing habits of people today, where many opted to buy their tickets right at the last minute, which did not reassure us with ticket sales as proof of support from the masses that we were on the right track.

Solution

As SOT was a significant financial decision for the company, we worked tirelessly to find the right people within our circles to bring on board as sponsors and partners. Our own friends from every music collective spearheaded their own promotional tactics on social media and via word-of-mouth to spread the good word that SOT was a festival not to be missed. This definitely helped to drive initial momentum and lock in early-bird sales. With regards to the the space and breathing life into Fort Canning Park, we focused on the meticulous details to ensure that every aspect of the design and spatial experience was thought for so that everyone that graced the festival would be able to enjoy it from every corner.

Execution

Festival day came and people showed out! We transformed Fort Canning Park into our own fortress, fit with colourful lights and decor unique to SOT. The eclectic sounds from the Roots Stage, rockstar energy was coming off the Evermore Stage and wholesome good fun was brewing at The Canopy - every corner was bustling with life. Somewhere Out There was real and it was magic right in front of our eyes. The festival started bright-eyed at 2pm, and people slowly started to trickle it all the way till the sun set.  We are honoured and proud to be able to reignite the fire and love for outdoor music festivals once again in the hearts of many - here's to many more!