As part of our mission to expose youths to quality local music, we create events that have the ability to reach an audience at mass, reaching an average of 38,000 youths a year. We work with brands that want to authentically reach out to youths by aligning with local music culture through our monthly calendar of events.
Our research encompasses both quantitative and qualitative approaches to collecting data on youth consumption of music (and in general) in Singapore. Through this, we’re helping both the private and public sector connect with youth and figure out how, why, and where to invest in music culture.
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This is reflected in our two-part approach to bringing homegrown music to the crucial 13–25 youth group. The first, the *SCAPE Invasion Tour, is an audience development initiative creative by Invasion Singapore and presented in collaboration with *SCAPE and the help of our street team.
The programme’s objectives are to generate mass exposure of music made in Singapore to youths, encourage continued discovery of local talent, and encourage a culture of purchasing locally-made music.
To achieve these objectives, we bring high quality local music talent to assembly halls in secondary and tertiary institutions with the help of partners such as 987FM, Juice, Bandwagon, Zouk, YouTube, NAC NOISE, and the National Youth Council. 2015’s bands on the tour include recognisable names such as The Sam Willows, ShiGGa Shay, Gentle Bones, Take Two, Nathan Hartono, and many more.