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Deep Dive Study of Singaporean Music Listeners (2021)

In 2021, National Arts Council (NAC) commissioned a multi-pronged study about Singaporean music listeners and their perception towards homegrown music. Comprising in-depth interviews/diaries, focus group discussions and quantitative online surveys, the research study delved deeper into five different listener profiles identified in the National Music Consumption Survey 2019 – The Reserved SG Music Lover, The Extroverted SG Music Enthusiast, The Avid Individualist, The Casual Listener and The Unexposed.

Watch the videographic above for a summary of findings and download the infographic for more details on the study.