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Singaporeans can now discover homegrown music while doing their grocery shopping, thanks to a new three-year partnership between the National Arts Council (NAC) and FairPrice Group (FPG). The collaboration will see music by Singapore artists played daily across 159 FairPrice supermarkets, creating one of the country’s largest and most sustained public platforms dedicated to local music.
Group photo of Mr Baey Yam Keng, Minister of State for Culture, Community and Youth & Transport, with local artists ABANGSAUPAU, Sherman Zhuo and key representatives from NAC and FairPrice Group
The initiative is part of NAC’s ongoing I Play SG Music campaign, which aims to bring Singapore made music into everyday public spaces where people live, work and play. By introducing local music into supermarkets across the island, the partnership hopes to make Singapore’s music scene more accessible to millions of shoppers during their daily routines.
The partnership was officially launched at FairPrice Finest Clarke Quay, where Mr Baey Yam Keng, Minister of State for the Ministry of Culture, Community and Youth and the Ministry of Transport, attended as Guest of Honour. He witnessed the signing of the memorandum of understanding alongside NAC Chief Executive Officer Elaine Ng, FairPrice Group Group Chief Executive Officer Vipul Chawla and local artists including Sherman Zhuo, who performed live at the launch event.
Under the collaboration, specially curated playlists featuring Singapore artists will be played for up to six hours each day during peak shopping periods. The playlists will include both established and emerging musicians across genres such as pop, R&B and ballads, with songs performed in Singapore’s official languages. The selection will be refreshed regularly to introduce more local artists over time.
Featured musicians include pop singer songwriter WHYLUCAS, Mandopop artist Yokez and bilingual hip hop artist ABANGSAPAU, alongside other rising and established names from Singapore’s music scene. The initiative gives local musicians an opportunity to reach audiences beyond concerts and festivals by bringing their music into a setting visited by Singaporeans every day.
The experience extends beyond music. Through FairPrice Group’s retail media network, FPG ADvantage, artist visuals will also be displayed on more than 150 in store digital screens nationwide. The combination of music and visual content aims to help shoppers not only hear local artists but also recognise the faces behind the songs.
For shoppers, the collaboration introduces a new soundtrack to everyday grocery trips while offering an opportunity to discover music they may not have encountered before. By integrating local music into a familiar environment, NAC and FairPrice Group hope to encourage greater appreciation for Singapore’s diverse music landscape.
The partnership also supports NAC’s broader vision of bringing the arts into public spaces beyond traditional cultural venues. Guided by Our SG Arts Plan 2023 to 2027, the council has been expanding opportunities for Singaporeans to experience local arts in their daily lives through initiatives such as collaborations with Changi Airport Group, commissioned artworks at MRT stations and large-scale community art installations in public spaces.