FairPrice supermarkets to play Singapore-made songs islandwide at peak periods in new tie-up

FairPrice supermarkets have launched a new initiative to play Singapore-made songs throughout their stores during peak shopping times, marking a collaboration between the National Arts Council (NAC) and FairPrice Group (FPG). Starting July 17, shoppers at 159 FairPrice locations across Singapore will hear tracks by local artists such as Nathan Hartono and Regina Song, among others, during up to six hours each day. This partnership aims to integrate Singapore's music scene into everyday life, offering residents a chance to engage with local talent in familiar settings. The agreement includes a diverse selection of songs spanning English, Malay, Chinese, and Tamil genres, featuring performances by artists including rapper ABANGSAPAU, former Singapore Idol contestant Tabitha Nauser, and singer-songwriters Iman Fandi and lullaboy. These tracks will also be available on the Spotify playlist “Shop Till You Bop” hosted by I Play SG Music, a platform under NAC. The playlist will see regular updates to include additional local artists, ensuring ongoing relevance and variety for listeners. In addition to audio content, visuals of participating artists will appear on over 150 in-store digital screens via FPG’s retail media network, FPG ADvantage. This visual component enhances the experience, allowing customers to recognize and appreciate the creators behind the music. The initiative aligns with NAC’s broader I Play SG Music program, which seeks to bring Singaporean music into public spaces beyond conventional cultural venues. NAC CEO Elaine Ng emphasized the goal of creating meaningful connections between shoppers and local music. She noted that these interactions could foster new audiences for artists and encourage a deeper appreciation of Singapore’s musical diversity. “Today, with FairPrice Group, we are transforming supermarkets across the island into places where shoppers can connect with local music and the stories behind it,” she stated. This approach reflects a strategic effort to make art accessible and relevant to everyday life. FPG Chief Vipul Chawla highlighted how this partnership extends the company’s commitment to enhancing customer experiences. By integrating in-store media resources, the supermarket chain aims to elevate routine shopping into a more enjoyable activity. “By leveraging our integrated in-store media capabilities, we are glad to connect shoppers with our local musicians and inject a little more joy into their everyday lives,” he added. Singer-songwriter Sherman Zhuo expressed optimism about the potential impact of the initiative. He believes the project offers a unique opportunity for people to encounter local music organically within their daily routines. “I hope these moments inspire greater appreciation for Singaporean artists and our local music scene,” he said, underscoring the collaborative spirit driving the project. This partnership represents a continuation of NAC’s efforts to expand the reach of Singaporean culture into everyday environments. In 2023, the council partnered with SMRT Trains to broadcast local music across MRT and LRT stations, demonstrating a consistent push to make the arts more accessible. The current collaboration with FairPrice further illustrates this trend, reinforcing the idea that cultural engagement can thrive in unexpected spaces.