A Growing Repository Of Success
For inspiration and in the spirit of peer learning, the Playbook contains local and international case studies. These real-world examples demonstrate effective audience development strategies in action.
For now, some case studies include:
The TENG Company
- Discover: The TENG Company identified wellness-focused individuals as an untapped audience segment who might not typically engage with traditional Chinese music performances.
- Define: Recognising the growing wellness trend in contemporary Singapore, TENG defined their opportunity to connect traditional Chinese music with wellness principles to reach new audiences beyond their existing base, such as Culture Seekers.
- Develop: The company developed Singapore's first immersive lie-down wellness concert, fusing Chinese musical elements with ancient wellness principles in a 360° listening experience designed for modern wellness seekers.
- Deliver: Wuxing achieved remarkable results with 59% first-time attendees, 83% rating the experience as excellent, and 72% very likely to return, demonstrating successful audience expansion through innovative programming.
The Storytelling Centre
Programme: StoryFest Singapore
- Discover: Produced by the Storytelling Centre, StoryFest Singapore identified that their traditional indoor, folklore-focused programming primarily reached families with children, limiting their audience pool. The festival team sought to engage young adults (15 years and above), heritage tourism enthusiasts, and visual arts audiences willing to pay higher ticket prices. In terms of our personas, this refers to Social Seekers and Discerning Connoisseurs.
- Define: In 2023, StoryFest recognised an opportunity when six underutilised public art benches called Benchmarks along the Singapore River lacked active engagement. Despite uncertainties about outdoor performance viability and audience willingness to attend weather-dependent events, the team defined their strategy to introduce current audiences to new outdoor experiences while developing new adult segments through higher-priced, longer-duration programming.
- Develop: The team created Story Walk, an innovative 90-minute outdoor roving storytelling experience combining local history with folklore around the Benchmarks installations. The programme evolved from 3 stories in 2023 to 6 stories in 2025, featuring professional storytellers with heritage guiding experience, artist interactions, and enhanced craft workshops. Evening sessions, multi-channel marketing targeting young adults, and strategic partnerships with Arts House Limited, heritage societies, and educational groups supported audience development goals.
- Deliver: Story Walk achieved exceptional results with sold-out tickets in Year 1, 96% tickets sold in Year 2 despite a 50% increase in price, 88% first-time attendees, and improved attendance from 79% to 95%. Audiences praised the quality experience, with strong word-of-mouth recommendations and positive feedback highlighting new cultural discoveries and pride in local arts promotion.
An Evolving Collection
This case study repository is a living testament to the creativity of Singapore's arts community. We invite practitioners to add your stories to this growing set of success stories, to help inspire our entire arts ecosystem and celebrate our collective achievements. If you have a story that could spark new possibilities for others, we’d love to hear from you! Please fill up the form here.
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