2020/04/29 15:23
Marianne Chang
(Singapore)
Head of Business at Bandwagon
For many businesses, Singapore plays a central role in Asia. The same is true in the world of music and entertainment. The method of accumulating information and transmitting it on a new digital platform become even more brilliant in a world shaken by the coronavirus, it shines even brighter.
Bandwagon, whose mission is to shine a spotlight on the Asian music scene, plays a major role in this. The words of Marianne Chang, who is at the Head of Business, are concrete and much thought-provoking.
It's beneficial not only to the artist, but to the audience as well, with information on live streaming and digital releases, as well as live streams of their own karaoke and information on financial support for artists in each country. There's a lot of tips in there.
“It’s a great opportunity to initiate music collaborations across the globe and try new things.”
Q: Please tell us about your current surroundings/situation.
"Singapore is currently on Circuit Breaker until 1 June 2020, which was supposed to end on 4 May. The Circuit Breaker refers to government measures which include making it compulsory for everyone to stay home, and to do essential activities alone - these include grocery shopping, visiting the doctor or exercising in non-crowded areas. All non-essential businesses have been asked to close or work from home, and we crossed the mark for 12,000 cases on 26 April 2020.
There are no more live concerts, no gatherings of any sort and no way for musicians to meet together to create new music, as everything has to be done from home."
"The photograph is a picture of my work from home view everyday - it’s recently been unbearably hot in Singapore (about 35 degrees celsius at the hottest point last week) but everyday that we get to work is still a blessing."
Q：The music industry is taking a big hit in every country. Please tell us about your current work (and musical activities).
"Bandwagon is fortunate to be a primarily digital business so everyday we still publish news and content on our website. However, our events business has been severely affected so we’ve been quickly trying to adapt the model towards digital events. Before the government enforced stay-home measures on 7 April, Bandwagon organised a karaoke livestream concert where people could sing along to the lyrics on the screen while enjoying live music. We plan to adapt this model and continue exploring new avenues for digital music events."
Q: In the current situation, what kind of support does the government give to people involved in music and culture in your country? Also, are you happy with it?
“Last month, the creative industry in Singapore lost more than S$18 million due to lost work and events. Since then, the Singapore government has rolled out a S$55 million Arts and Culture Resilience Package to support the industry and the National Arts Council has provided a pool of resources for creatives especially affected by COVID-19; this is on top of existing aid which the government is also distributing to Singaporeans. The arts community and freelancers have been hit the hardest in Singapore, so there have been initiatives to try and help them especially. I’m appreciative of the fact that there has been an effort from the government to dialogue with the Arts sector, even if there hasn’t been a solution for everyone. This is a list of resources around the world, Singapore, and Philippines for creatives, hope it helps them:”
Baybeats, Singapore’s largest alternative music festival. September,2019. (Photo credits: Esplanade - Theatres on the Bay)
Q: What is the best approach that musicians and music professionals can take to your society right now?
“Already, artists have been quick to adapt to live streaming their music, hosting ‘live’ sessions on the various digital platforms. More considerations they should think about include:”
・Flow of performance
Is my internet connection strong enough to ensure my live stream is as smooth as possible for viewers to enjoy?
What can I do to avoid disruptions while I’m performing?
・Frequency of performances
How often should I schedule live performances?
Am I planning for this as a one-off occurrence or a regular series?
・Reach
How do I ensure I reach the most number of people with my live stream?
Do I want to try a new platform or use a platform which is easiest for viewers to watch me on?
・Engagement experience
How do I hope to engage with my viewers?
Is there something I can do differently from what everyone else is doing?
・Monetary support
What can I do for my fans and followers to continue to monetarily support my creative work and what I do as an artist?
“One example is Bruno Major, who adapted his shows to a touring model and is performing according to the different time zones. It’s an easy enough adjustment that helps him reach more fans “live” while creating a unique selling point to being “on tour”. While he’s raising funds through this tour, his concept effectively gets fans to put actual monetary support behind his work as an artist.”
Q: What do you think is the role of music and entertainment in the current situation?
“From Live Aid to the recent Global Citizen 2020 concerts, music has always been a source of hope, entertainment and inspiration. The Arts and Entertainment industry needs to pivot quickly and think of alternative ways to engage people. It’s important to treat crisis as an opportunity, and learn to create your own grounds to thrive. Already many international musicians are starting their own digital livestream tours and concerts, and providing a point of engagement for audiences from around the world.”
Q: It's difficult to look ahead, but is there anything that you're thinking about now for the post corona virus?
“Some experts predict that live concerts and music festivals will only resume in Fall 2021 https://www.bandwagon.asia/articles/live-concerts-music-festivals-2021-coronavirus-covid19-pandemic-2020, which means things won’t return 100% to how it used to be. To a certain extent, I think we can expect digital content to continue being an important engagement point for artists because fans are now used to consuming live performances and interacting with their favourite artists online.
If artists haven’t already engaged their fans online, now’s a good time to think about it and experiment since everyone is also figuring out the situation all around the world. This could mean learning to use new digital platforms, thinking of creative ways to engage fans while getting their monetary support, thinking about how to extend the longevity of each digital release (e.g. if I live stream a performance, will I promote it with a music media site like Bandwagon? Will I also put up an edited video after? Should I also release an audio track for the “live” performance? Where else can I distribute the live performance and what can I do with these digital assets?) “
Clarke Quay, Singapore's largest entertainment district, is home to many charming live venues. September,2019.
Q: Do you have any ideas that you can share with your friends who live overseas through music?
“Now that everyone is quarantined at home and music experiences mostly digital, it’s a great opportunity to initiate music collaborations across the globe and try new things. Watch the live streams happening, you might even learn a thing or two from these artists!”
Q: What's your favorite music right now?
“I’ve recently been listening to Charlie Lim & Gentle Bones’ recent collaboration called Two Sides. It’s a beautiful song that talks about how the relationship of two people have changed, and in a way it has reminded me to think about the kind of person I want to emerge after this challenge due to COVID-19.”
Q：Please leave a message.
“Hope everyone is staying safe, staying positive and keeping the faith alive. It’s important to not forget that we are all going through this together, one day at a time. Be healthy, be brave and don’t stop creating and believing in the music! “
Profile
Marianne Chang
Head of Business at Bandwagon
Motivated her previous work on award-winning campaines for Taylor Swift and Selena Gomez,Marianne wanted to create more impact in Singapore's music and business scenes, and joined Bandwagon to contribute positively.
Her current role at Band wagon includes managing the company's daily operations in Singapore and Philippines ,and building meaningful partnership with client and stakeholders. Marianne leads Hear65, a national movement commissioned by the National Arts Council to Singaporean music.
An avid fan of jazz, folk and world music,Marianne also enjoy English literature while tennis and rugby get her heart and blood pumping.
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