Press Releases and Statements

Group photo of Mr Baey Yam Keng, Minister of State for Culture, Community and Youth & Transport, with local artists ABANGSAPAU, Sherman Zhuo and key representatives from NAC and FairPrice Group

SINGAPORE, 17 July 2026 – The National Arts Council (NAC) and FairPrice Group (FPG) announced a first-of-its-kind partnership today to bring Singapore music into the everyday lives of millions of shoppers across the island.  

Under the three-year collaboration, music by homegrown artists will be played daily across 159 FairPrice supermarkets around Singapore, creating one of Singapore’s largest and most sustained public platforms for local music. The partnership is part of NAC’s “I Play SG Music” initiative^[1], which brings Singapore-made music into everyday public spaces where people live, work and play.

Mr Baey Yam Keng, Minister of State, Ministry of Culture, Community and Youth & Ministry of Transport attended the launch event at FairPrice Finest Clarke Quay as Guest-of-Honour and witnessed the MOU signing. He was joined by NAC and FPG representatives including Mrs Elaine Ng, Chief Executive Officer, NAC, and Mr Vipul Chawla, Group CEO, FairPrice Group, as well as local artists such as Sherman Zhuo who performed live to celebrate the start of the partnership.

“With so much music available today, discovering new artists has become increasingly intentional. This partnership creates opportunities for people to discover local music naturally in their everyday lives, and I hope these moments inspire greater appreciation for Singaporean artists and our local music scene,” said Sherman Zhuo, Singer-Songwriter (Cross Ratio Artiste). 

Another new stage for Singapore artists

Under this partnership, shoppers can now enjoy a curated playlist of music by local artists for up to six hours each day, timed to peak shopping periods so that more audiences can discover local music. The playlist will feature both emerging and established musicians, spanning genres such as pop, R&B and ballads, in Singapore’s official languages.

For local musicians, the partnership offers daily exposure to a broad audience beyond live shows or festivals, reaching Singaporeans who may not have come across the work of these artists as they go about their daily activities. The line-up brings together established names and rising talent across the local scene, from pop singer-songwriter WHYLUCAS and Mandopop artist Yokez, to bilingual hip-hop artist ABANGSAPAU, with the playlist refreshed over time to feature more artists. The full playlist is available through this link: https://go.gov.sg/ipsgm-nacfpg.

Going beyond audio, artist visuals will also be broadcast across over 150 in-store digital screens nationwide through FPG’s retail media network, FPG ADvantage. Together, the music and visuals . This also helps increase the visibility of our artists who will not just be heard, but recognised too.

“Music has a unique way of bringing people together and creating shared moments. Through “I Play SG Music”, NAC is bringing the sounds of Singapore into everyday spaces, making it easier for more people to discover and enjoy the incredible talent of our homegrown artists. 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. We hope these everyday encounters spark curiosity, grow new audiences for our artists, and inspire more people to embrace and celebrate Singapore’s vibrant music scene," said Mrs Elaine Ng, Chief Executive Officer, NAC.

Turning everyday grocery trips into moments of local music discovery

For audiences, the partnership creates a fresh soundtrack to the weekly grocery run while introducing them to Singapore’s diverse music scene, brightening each shopping trip with songs they might not have come across otherwise.

“While our core purpose is centred on keeping daily essentials within reach for all in Singapore, we are equally committed to caring for the community we serve. This partnership with NAC is an extension of our customer focus, transforming routine grocery shopping into a more uplifting and engaging experience. 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,” said Mr Vipul Chawla, Group Chief Executive Officer, FairPrice Group.

The partnership between NAC and FPG is the latest in a series of collaborations aimed at extending NAC’s broader strategy of bringing the arts into public spaces beyond traditional cultural venues. Guided by Our SG Arts Plan (2023 – 2027), these efforts are part of a larger vision to transform Singapore as a distinctive city, with the country as a canvas for the arts. Recent initiatives include a partnership with Changi Airport Group to bring local arts into the Airport, commissioned artworks at MRT stations, and large-scale community installations at MRT station viaduct spaces.

For high-resolution photos, please refer to bit.ly/NACxFPG.

^[1]“I Play SG Music” is a national movement that celebrates music made in Singapore by weaving it into the fabric of everyday life. First launched in 2023, it brings local music into places where Singaporeans meet, work, and play, such as SMRT stations and bus interchanges, and the Sands Exhibition and Convention Center, reaching more than 3 million people daily. “I Play SG Music” isp produced by local music collective 1 Degree Off and made possible through the support of Music Rights Singapore Public Limited (MRSS).   

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About National Arts Council

The National Arts Council (NAC) is a statutory board under the Ministry of Culture, Community, and Youth that champions the arts in Singapore. The Council promotes artistic excellence by providing diverse opportunities for artists and arts organisations while expanding access for audiences to appreciate the impact of the arts in enriching lives. By working closely with the arts community and partners, the Council seeks to build a connected society, creative economy and distinctive city through the arts. For more information, visit www.nac.gov.sg

About FairPrice Group

FairPrice Group was established in 2019, bringing together four entities - FairPrice, Kopitiam, Foodfare and Link - with the purpose of making every day a little better by keeping daily essentials within reach for all in Singapore. FairPrice Group strives to optimise the resources of all four impact businesses and leverage their respective strengths to make things easy on the wallet, experience, and planet for those it serves.

With an extensive network of over 570 touchpoints, FairPrice Group seeks to provide an integrated array of products and services, from groceries, ready-to-cook, and ready-to-eat offerings, to on-premise meals, food take-aways, and a rewards programme that delivers personalised and delightful experiences to customers.

For more information on FairPrice Group, visit www.fairpricegroup.com.sg.