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CONTENTS
Executive Summary [ Pg 4 ] Performance & Exhibition Details [ Pg 8 ] Sponsors, Partners & Supporters [ Pg 17 ] Publicity & Marketing | Outreach [ Pg 23 ] Audience Feedback [ Pg 44 ] Fringe Team 2012 [ Pg 54 ] M1 Singapore Fringe Festival 2013 [ Pg 55 ]
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... this year's theme of Art and Faith spoke to people, and the festival achieved one of its highest attendance figures... - The Straits Times Life!
[Black Square] by Van Huynh Company & the Hong Kong Academy for Performing Arts (UK | Hong Kong)
Photo credit: Bacchus Lee
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Executive Summary
The M1 Singapore Fringe Festival celebrated its 8th anniversary with the theme Art & Faith. The Festival, which took place from 15 to 26 February 2012, presented 17 works from 11 countries including Japan, Mexico, Russia and first timers Italy and Iraq. The Festival also commissioned 5 local artists and arts companies including Sean Tobin and Jason Wee, Teater Ekamatra, Alecia Neo, Eng Kai Er and Loo Zihan. The responses to the theme successfully went beyond just the notion of religion. The performances and exhibitions grappled with issues such as personal beliefs, rites and rituals, artistic freedom and global politics, and resonated strongly with the public, resulting in one of the Festival's highest audienceship to date. The 30 ticketed performances saw a total of 73% of seats filled, with The Necessary Stage's Singapore and Loo Zihan's Cane being completely sold out . Other shows which scored high include Teater Ekamatra's Hantaran Buat Mangsa Lupa and Masterskaya Theatre's At the Ark at Eight.
Photo credit: Samantha Tio | mintio
All in all, the ticketed and free shows reached out to over 28,400 people with events at The Esplanade, The Substation, The National Museum of Singapore and ION Art Gallery. Media response was especially strong this year. The Straits Times devoted two cover stories to the Fringe, as well as a series of write-ups and reviews. Chinese and Malay dailies Lianhe Zaobao and Berita Harian also featured extensive coverage of the Fringe. TODAY newspaper featured reviews and highlighted the Fringe regularly in its 'Things to Do Today' column. In addition, numerous reviews were posted on popular arts websites such as Flying Inkpot, Just Watch Lah! and For Art's Sake. Loo Zihan's Cane in particular generated great media interest and online buzz with discussions taking place on Facebook as well as The Straits Times Life! Mailbag. We strongly believe that the high media activity and quick online reviews resulted in more audience for Fringe 2012.
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In terms of marketing and outreach, some new initiatives were implemented. For instance, for the first time the Festival had a mobile-friendly site (Mobi-Site) to ensure that smart phone users can access information about the Fringe on the go. Title Sponsor M1 took out a full page advertisement in Today newspaper boosting the visibility of the festival. The Festival also engaged social media more rigorously, via our Official Blog Community Nuffnang and Official Social Media Community ChurpChurp, the latter again being a first for us. The Festival enhanced our viral marketing efforts via engagement through social media including Facebook, Twitter and our dedicated website, designed by local creative communications outfit fFurious and which received numerous design accolades, including the Creative Web Award winner on Design Licks.
Photo credit: The Necessary Stage
Other partners include official Hotel Re!, Official Magazine Time Out and Official Outdoor Media OOH! More onsite collaterals were displayed such as street banners along Orchard Boulevard, Stamford Road (with support from the Singapore Tourism Board), a banner at The Substation and so on. New sponsors for Fringe 2012 include the Embassy of Mexico, Italian Cultural Institute, Lotus Fine Art Logistics, Pixel Creations, Mediacorp OOH!, and ChurpChurp, amongst others. Finally, we are pleased to acknowledge the continued support of The Esplanade, National Museum of Singapore and the National Arts Council partners of the Fringe since 2005. After eight years, the marked increase in media and online interest, the wide publicity and marketing outreach and the high audience attendance all testify to the Festival's standing and deserved significance on the Singapore arts scene.
Photo credit: The Necessary Stage
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We would like to take this opportunity to thank all our sponsors and partners. Without your enthusiasm and support, we would not have been able to achieve this remarkable success for M1 Singapore Fringe Festival 2012. We hope that you have found the Fringe experience as rewarding as it has been for us curating and presenting it. In this report, we are honoured to share with you more information and statistics on Fringe 2012. We would love to hear your feedback and comments so that we can make next years Festival even more meaningful to us and to our audience. Heres to our future partnerships!
Alvin Tan & Haresh Sharma Artistic Directors M1 Singapore Fringe Festival
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A good alternative to more mainstream fare, Singapore's annual M1 Singapore Fringe Festival offers an interesting and varied programme. - The Economist.com
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PERFORMANCE OR EXHIBITION
Fringe Highlights Cane by Loo Zihan (Singapore) [Black Square] by Van Hunyh Company & the Hong Kong Academy of Performing Arts (UK | Hong Kong) The Triple Gem by Htein Lin (Burma) Iraq is Flying by Jamal Penjweny (Iraq) Live Fringe Tongues by Sean Tobin & Jason Wee (Singapore) Hantaran Buat Mangsa Lupa (Offerings for the Victims of Amnesia) by Teater Ekamatra (Singaapore) Singapore by The Necessary Stage (Singapore) Imam Hussein by Corposcopio Teatro (Mexico) At the Ark at Eight by Masterskaya Theatre (Russia) The Prayer by Eng Kai Er (Singapore) INRI by Cie. Zerogrammi (Italy) Hymn of Angelology by Muse Motion | Performer Studio (Hong Kong) Mighty Ballistic by Josephine Turalba (The Philippines)
DATES
19 February 2012 (1 performance) 25 26 February 2012 (2 performances) 15 26 February 2012 15 26 February 2012
16 19 February 2012 (5 performances) 16 18 February 2012 (4 performances) 15 19 February 2012 (6 performances) 21 22 February 2012 (2 performances) 24 25 February 2012 (2 performances) 22 23 February 2012 (2 performances) 23 24 February 2012 (2 performances) 21 22 February 2012 (2 performances) 18 19 February 2012 (2 performances)
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PERFORMANCE OR EXHIBITION
Fringe Gallery Goddess of Mercy by Alecia Neo (Singapore) Kim Jong Phil by Phillip Toledano (UK) Feng Shui by Munkao (Malaysia) We Oui! by Fumiko Imano (Japan) TOTAL NO. OF WORKS TOTAL NO. OF PERFORMANCES
DATES
I think the Fringe has given the project the opportunity to grow and evolve. There were quite a number of changes and alterations made to the original proposal, and I really appreciate that there is no micromanaging, and that there is a lot of creative freedom given.
- Alecia
The Admin Team was very efficient and thorough in their work. All sides of the collaboration were covered by the team and always in a timely manner. The marketing and publicity was of a very high quality and really helped to unify the Festival under one banner. Our company was showcased in various displays and in a very flattering way.
- Pierre
Palleut, Tour Manager for Van Huynh Company, for [Black Square]
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PERFORMANCE OR EXHIBITION
Fringe Highlights Cane by Loo Zihan (Singapore) [Black Square] by Van Hunyh Company & the Hong Kong Academy of Performing Arts (UK | Hong Kong) The Triple Gem by Htein Lin (Burma) Iraq is Flying by Jamal Penjweny (Iraq) Live Fringe Tongues by Sean Tobin & Jason Wee (Singapore) Hantaran Buat Mangsa Lupa (Offerings for the Victims of Amnesia) by Teater Ekamatra (Singaapore) Singapore by The Necessary Stage (Singapore) Imam Hussein by Corposcopio Teatro (Mexico) At the Ark at Eight by Masterskaya Theatre (Russia) The Prayer by Eng Kai Er (Singapore) INRI by Cie. Zerogrammi (Italy) Hymn of Angelology by Muse Motion | Performer Studio (Hong Kong) Mighty Ballistic by Josephine Turalba (The Philippines)
V ENUE
The Substation Theatre Esplanade Theatre Studio Esplanade Jendela (Visual Arts Space) Esplanade Tunnel
Gallery Theatre, National Museum of Singapore The Substation Theatre Esplanade Theatre Studio Gallery Theatre, National Museum of Singapore Gallery Theatre, National Museum of Singapore The Substation Theatre Esplanade Theatre Studio Esplanade Theatre Studio Esplanade Waterfront
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PERFORMANCE OR EXHIBITION
Fringe Gallery Goddess of Mercy by Alecia Neo (Singapore) Kim Jong Phil by Phillip Toledano (UK) Feng Shui by Munkao (Malaysia) We Oui! by Fumiko Imano (Japan) TOTAL NO. OF VENUES
V ENUE
The Substation Gallery ION Art, Level 4, ION Orchard ION Art, Level 4, ION Orchard The Atelier, National Museum of Singapore 9
The curatorial asects and criteria seems to be unified in terms of the thematic scope. It is good that the works do not have evident commonalities but a well thought thread that unifies the Festival. - Felipe Cervera and Fezhah Maznan from Corposcopio Teatro, for Imam Husseum
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EV ENT
The Triple Gem by Htein Lin (Burma)
V ENUE
Esplanade Jendela (Visual Arts Space)
ESTIMATED ATTENDANCE
1,440 18,000 240 960
Iraq is Flying by Jamal Penjweny (Iraq) Esplanade Tunnel Mighty Ballistic by Josephine Turalba (The Philippines) Goddess of Mercy by Alecia Neo (Singapore) Kim Jong Phil by Phillip Toledano (UK) Feng Shui by Munkao (Malaysia) We Oui! by Fumiko Imano (Japan) The Atelier, National Museum of Singapore Esplanade Waterfront The Substation Gallery
3,000
1,200 24,840
Our artistic goals are high and the Festival gave us the tools to reach the highest quality possible... The Festival is concerned with giving the audience a memorable experience and this shows in the way the Team responded actively to our queries. - Pierre Palleut, Tour Manager of Van Huynh Company, for [Black Square]
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EV ENT
Cane by Loo Zihan (Singapore) [Black Square] by Van Hunyh Company & the Hong Kong Academy of Performing Arts (UK | Hong Kong) Tongues by Sean Tobin & Jason Wee (Singapore) Hantaran Buat Mangsa Lupa (Offerings for the Victims of Amnesia) by Teater Ekamatra (Singaapore) Singapore by The Necessary Stage (Singapore) Imam Hussein by Corposcopio Teatro (Mexico) At the Ark at Eight by Masterskaya Theatre (Russia) The Prayer by Eng Kai Er (Singapore) INRI by Cie. Zerogrammi (Italy) Hymn of Angelology by Muse Motion | Performer Studio (Hong Kong)
TOTAL ATTENDANCE
70
202
610
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TOTAL ATTENDANCE (TICKETED) TOTAL ATTENDANCE (NON-TICKETED) TOTAL NUMBER OF AUDIENCE FOR THE FESTIVAL TOTAL PERCENTAGE OF HOUSE FOR TICKETED SHOWS
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For audiences tired of the mainstream, the M1 Singapore Fringe Festival promises to provide audiences with alternative works that provoke and challenge. - Lianhe Zaobao
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Special Thanks
M1 Singapore Fringe Festival Sponsors | Partners | Supporters
No. of Sponsors, Partners and Supporters
30 17
Bureau for the Advancement of Lifestyle & Longevity fFurious IDP Media Fridae.com First Printers CS Lite Time Out Singapore Nuffnang Hotel Re!
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11
The Hong Kong Academy for Performing Arts AVS X-mini M.A.C. Mediacorp OOH! ChurpChurp
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"We believed then that the festival could have an important role in filling a gap in the Singapore arts scene. A long-term sponsorship obviously benefits the project as it offers sustainability. For the sponsor, it is an investment to create the desired positive association with the brand and the corporate image. This also needs a reasonable period of time to take effect." - Chua Swee Kiat, ex-General Manager of Corporate Communications at M1, in The Straits Times Life!, "Win-win sponsorship" [25 Nov 2010]
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COLLATERAL | AV ENUE
Print
DESCRIPTION
Programme Booklets
40,000 copies | A5 size | 34 pages (4 designs, each with 10,000 copies)
40,000 booklets were distributed to all SISTIC authorised agents, community libraries, M1 stores, secondary schools, international schools, tertiary institutions, arts schools, arts venues, embassies and cultural organisations, cafes, restaurants, clubs, and entertainment and retail outlets around Singapore. 10,000 copies of in-house designed and printed programme leaflets about each work and artist were distributed at all performances and exhibitions. The Festival was advertised on prime spots in all M1 customers' bill print-outs to inform them of the Early Bird discounts as well as the Festival. The Festival was provided with a full-page advertisement in the print and online version of TODAY on 14 October 2011 The Festival was advertised in M1's newsletters, TalkTime and Voices, distributed to all subscribers of M1 M1 printed and displayed a huge poster at their foyer, advertising the Festival All M1 Singapore Fringe Festival 2012 events at the Esplanade were included in The Esplanade Diary for January March 2012, with 120,000 disseminated at SISTIC counters, lifestyle caf chains, hotels, arts venues and Esplanade from end-November 2011. All M1 Singapore Fringe Festival 2012 events at The Substation were included in The Substation's quarterly publication What's On, with 4,000 copies disseminated at arts venues. 4 half-page advertisements for the October 2011, November 2011, December 2011 and February 2012 issues were included to announce the Early Bird promotions for the Festival as well as the Festival in general.
M1 bill listings
Esplanade Diary
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COLLATERAL | AV ENUE
Print OCBC Credit Cards Billing Inserts
DESCRIPTION
Inclusion of the M1 Singapore Fringe Festival in the billing inserts for all credit card bills for November and December 2011. Events from the Festival that hailed from Europe were listed in the ENCORE! events listings in their programme booklet, disseminated free islandwide from January to February 2012. 2 full-page SISTIC Run-on-Print advertisements were featured in the November 2011 and February 2012 SISTIC Entertainment Guides, available at all authorised SISTIC agents islandwide. 1 full-page advertisement was featured in the January 2012 issue of Artzone.
ENCORE! flyers
SISTIC Run-on-Print Advertisements ArtZone Advertisements Outdoor & On-Site Advertising Mediacorp OOH! bus stop advertisements Arts & Heritage District street banners Singapore Tourism Board street banners
130 bus stop posters advertising the M1 Singapore Fringe Festival 2012 were displayed at bus stops around the island from January to February 2012. 17 street banners were displayed along Armenian Street and North Bridge Road within the Fringe belt. 23 street banners were displayed along Orchard Boulevard and Stamford Road around the Fringe venues. The Festival TVC was screened at 280 office buildings, 15 heartland malls, as well as the Takashimaya taxi stand screen as part of Focus Media's outdoor network package through January to February 2012. 2 A1-sized directional signages about Fringe works at ION Orchrd were displayed at concierge desks at the mall.
1 electronic billboard advertisement advertising the M1 Singapore Fringe Festival was shown on rotation at the electronic billboard spaces at ION Orchard's Basement 3 in February 2013. The Fringe Festival TVC was also looped on the ION Orchard outdoor screen in February 2012.
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COLLATERAL | AV ENUE
Esplanade on-site marketing collaterals
DESCRIPTION
Banners, floor stickers, directional signages, and posterboards of various sizes were displayed at venues in and around the Esplanade, such as the Box Office, Bus stop, Concourse and Tunnel. The Festival TVC was also screened. 2 ad panels were displayed at the National Museum of Singapore from January to February 2012. The Festival TVC was also screened on on-site plasma screens. 1 full-sized outdoor banner was displayed at The Substation facade from January to February 2012. 2 A1-sized posters advertising the Festival were displayed at City Square Mall from October 2011 to February 2012.
The Substation on-site marketing collateral City Square Mall Poster Placements Online Advertising & Marketing
A dedicated Festival website was created at www.singaporefringe.com, generating 18,714 unique page views and 10,673 visits from 14 October 2011 to 26 February 2012. The website, designed by fFurious, has also been featured on design blogs for its impressive design. For the first time, the Festival website was adapted as a mobi-site (i.e. a mobile-friendly website) designed by fFurious to allow for ease of access to information via smartphones. The mobi-site generated 795 page views and 597 visits from its launch to 26 February 2012. A dedicated Facebook page was created, with regular event invitations, updates and discussions, as well as images of the festival and scans of articles. A dedicated Twitter account was created, with regular event updates, contest giveaways, blurbs, discussions and recommendations, as well as uploads of preview and review articles.
Facebook Page for the M1 Singapore Fringe Festival 2012 Twitter Account for M1 Singapore Fringe Festival 2012
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COLLATERAL | AV ENUE
DESCRIPTION
7 unique EDMs were sent to a total mailing list of 100,000 (comprising databases of local and international partners of The Necessary Stage, SISTIC, embassies, sponsors, partners and venues, schools, The Necessary Stage's Volunteer E-Group and the Arts Community EGroup). Genre-specific EDMs were sent to targeted groups such as educators and students. Daily Whats-On listings in text were sent via Facebook during the Festival. Advertising banner spaces on the Esplanade's dedicated website (www.esplanade.com), which receives 200,000 hits per month, were allocated for M1 Singapore Fringe Festival events that would be held at the Esplanade. 5 EDMs were also sent to selected demographics of Esplanade's mailing list of about 11,500 people. Events at ION Orchard were listed on ION Orchard's dedicated webpage for ION Art, as well as on their Facebook and Twitter blurbs. (www.ionorchard.com). A dedicated EDM announcing the opening of the Festival was sent by ION Orchard to their mailing list database. Events of the Festival held at The Substatin listed on The Substation's website (www.substation.org) as well as on their Facebook page. 4 EDMs were sent out to previous customers of the M1 Singapore Fringe Festival as well as customers of similar festivals on SISTIC's database.
2 SISTIC e-Buzz Sub-Headers, 1 SISTIC Rotational Icon, 1 SISTIC Small Highlight Icon, 1 Calendar Icon and 2 Online Promotions were included on SISTIC's website to advertise the Festival from October 2011 to February 2012.
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COLLATERAL | AV ENUE
DESCRIPTION
The M1 Singapore Fringe Festival 2012 website was used as the skin for the main Nuffnang page from January to February 2012. Network wide cost-per-click campaign provided box ads of the Festival to blogs signed up to Nuffnang (10,000 clicks) from December to February 2012. Feature blog post on the Festival was included on the Nuffnang site. 1 EDM advertising the M1 Singapore Fringe Festival was sent out to registered Nuffnang bloggers islandwide. For the first time, the Festival worked with ChurpChurp as Official Social Media Community to provide network wide cost-perclick campaign (2,000 clicks on platforms including Twitter and Facebook) from January to February 2012. 5 EDMs were sent out to Fridae.com's distribution lists and members. Premium Homepage Banner advertisements were included on Fridae.com's website over a 10-week period. 3 Banner advertisement inserts were included in Fridae.com's weekly newsletters.
3 Featured Agenda advertisement buttons were included on Fridae.com's website over a 4-week period each. 3 Run-on-Site Banner advertisements were included on Fridae.com's website over a 4-week period each. Preview articles and listings of events were included on Fridae.com's website Inclusion of the M1 Singapore Fringe Festival 2012 in the yoursingapore.com website by Singapore Tourism Board.
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COLLATERAL | AV ENUE
DESCRIPTION
Online banner advertisements for December 2011, January 2012 and February 2012 on Time Out's website. 3 EDM blasts for December 2011, January 2012 and February 2012 sent out to Time Out's database. Facebook & Twitter blasts from December 2011 to February 2012 on various social media platforms, with online referrals to the M1 Singapore Fringe Festival's website. Previews and event listings on Time Out's website from December 2011 to February 2012.
Listing and visual in the OCBC Arts Showcase EDMs disseminated in November 2011 and December 2011.
Festival video
A 20-second Festival video was produced and screened from October 2010 January 2011 on OKTO, Singapore Tourism Board's plasma screens, all M1 shops, Fringe website, partners' websites, and on-site plasma screens at arts venues.
$3,713,403.10
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Festival Mobi-Site
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AUDIENCE FEEDBACK
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AUDIENCE FEEDBACK
Fringe Highlight:
Fringe Highlight:
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AUDIENCE FEEDBACK
Fringe Highlight:
What I remembered most about this exhibition: a number of simple but profound statements made by the artwork. I found the statements made in the work very humble and interesting - Visitor Strong message of faith and hope. The emotions conveyed in the exhibition are very powerful. - Visitor
Fringe Highlight:
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AUDIENCE FEEDBACK
Live Fringe:
Live Fringe:
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AUDIENCE FEEDBACK
Live Fringe:
Live Fringe:
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AUDIENCE FEEDBACK
Live Fringe:
Very interesting concept and excellent execution... Tricky topic dealt in a very light-hearted manner. - Audience member
Live Fringe:
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AUDIENCE FEEDBACK
Live Fringe:
Live Fringe:
AUDIENCE FEEDBACK
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Live Fringe:
Fringe Gallery:
What I remember about the exhibition: I love that the exhibition was a full sensory experience. - Visitor Such an honest exhibition. I enjoyed the homely feel, contrasting knick-knacks and the lovely music and smells. - Visitor
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AUDIENCE FEEDBACK
Fringe Gallery:
Fringe Gallery:
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AUDIENCE FEEDBACK
Fringe Gallery:
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Production Office
Production Coordinator Molizah bte Mohd Mohter Visual Arts Coordinator Juraidah bte Rahman
Assistant Production Coordinator Nur Khairiyah bte Ramli Lighting and Technical Coordinator Mohd Fadlin bin Mohd Saffri Fringe Production Interns Norisham Osman Iskandar Zulkarnain bin Mustaffa Yi Jing Nur Zulaikha Nur Nabilah binte Abdul Moen Edwin Cheah
Board of Directors
Tan Chong Kee Vincent Lim Diana Lim-Chong Haresh Sharma Ken Takiguchi Alvin Tan Christopher Tan Serene Tan Andy Yeo
The public relations for the M1 Singapore Fringe Festival 2012 is managed by Phish Communications Pte Ltd.
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A work does not have to be esoteric, cutting-edge, experimental and exploratory before it is accepted as art. What is at stake is the integrity of the work and if it is done well, shouldn't it be a piece of art, whether or not it entertains? That is why contemporary art works can be both critically acclaimed and box-office successes. Interestingly enough, the dichotomy between art and entertainment is oftentimes drawn by art creators themselves. In today's world, few - if any - art works are composed for the sake of pleasing specific patrons, aristocrats and royalty. Yet the notion of art being the pursuit of intellectuals and the wellheeled persists today. Is this differentiation necessary or would it merely serve the purposes of inflating the importance of Art (and subsequently its creators)? Does such elitism even warrant our attention and discourse in this day and age? If art fails to entertain - and fails to communicate as a result - does it have a purpose at all in our world? I believe that entertainment can aspire to be art, and can become art, but if you set out to make art you're an idiot. - Steve Martin Join the Fringe as we tease out the intricacies and grapple with the relationships between art and entertainment. 16 27 January 2013. Get involved.
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