Facilitator’s Name: Sheila Sim
Class Group: PB03
Student’s Name: Victor Lee Jing Yew
Admission Number: 1601046D
Non-Plagiarism Clause
By submitting this work, I am / we are declaring that I am / we are the
originator(s) of this work and that all other original sources used in this work
has been appropriately acknowledged. I / We understand that plagiarism is
the act of taking and using the whole or any part of another person’s work
and presenting it as my / our own without proper acknowledgement. I / We
also understand that plagiarism is an academic offence and that disciplinary
action will be taken for plagiarism.
1.Event Introduction
Why – Explain
the objectives of Arts in Your Neighborhood
Arts in your neighborhood
is one of the initiatives under the Arts For All organization which is also
under the National Arts Council of Singapore, which primary purpose is to help
promote self-expression, improve creativity and lastly bonding with others
through the arts by bringing it to the people either through where they live,
they work or where they play.
To achieve this
they collaborate with artists, corporations and community partners to bring
these programmes to different places and segments of the society. There are 4
different initiatives being Silver Arts for senior citizens, Arts In Your Neighborhood
for places within our living vicinity, Arts & Culture Nodes available at
art nodes island-wide and lastly Art Reach for people like underserved communities.
However, the main
focus for this blog is on Arts In Your Neighborhood which aims to bring art
experiences to the different neighborhoods of Singapore with the support of
their network of Arts and Culture Nodes along with the NAC-Exxonmobil Concert
in the Park. Instead of having people come to the art, they are bringing the
art to the people. To encourage Singaporeans to embrace arts and culture as an
integral part of their lives. Their installations are at places such as your
doorstep, workplace, living, learning and leisure and lastly at places in
between transits. Providing a wide variety of arts and culture activities to
cater to people of different interests at their conveniences.
Who - Describe
the target market(s) of the event
Arts in your neighborhood
aims to target Singaporeans from all walks and all seasons of life, to
appreciate and participate in arts and culture. But the main target market
would be families and people who are busy and don’t have the time to visit art
events. As the main purpose of bring the art to the people is so that people
who normally don’t have the time no longer has an excuse not to visit. As the
event dates are mostly set towards the weekends where people are tending to be
freer and can go out and visit.
Families is
because the places where this art events and monuments are installed at are
places such as parks and waterfronts, places where families would visit on
their weekends. This only further encourages them to visit as not only an art
learning experience, but a chance to bond together through art.
Where –
Discuss the choice of Woodlands as the anchor neighborhood for this staging of
the event
Woodlands in my
opinion why it chosen to be the anchor neighborhood would be because Woodlands
is a place that is not commonly visited and the things that they have there is
not known due to that. Since it is a pivotal town that connects Singapore to
Johor Bahru Hence, by using this opportunity to let people discover the
interesting things about Woodlands. While showcasing the art installations the
visitor will also be able to enjoy the different parks and areas that are
unique to Woodlands.
What – Examine the event programme
for types of art forms presented over the 18 days of the event
The few types of art forms that are
presented are such as Theatre, Music, Visual Arts Literary Arts and lastly
dance.
For Theatre there are the Rubbish
Prince, Jumbo Fabrica, Puppets from around the world, Awang Batil and Rama
& Sita and Badang, The Strong Man.
For Music there are Musical Notes,
The Four Flavours Of Life, Joe Hisaishi for Studio Ghibli: A Complete
Retrospective, When We Get Together and Sing, SCO!
For Visual and Literary Arts there
are Placing Home Woodlands, Woodlands Memory Capsules.
Lastly for Dance there are The Four
Flavours Of Life and Dimensions of Dialogue.
2. Stakeholders in the Arts Industry
Public:
National Arts Council: National Arts
Council or in short (NAC) is an important stakeholder of the Arts Industry in
Singapore because it helps to organize initiatives and events under its name.
To help increase awareness and participation from the citizens with the arts of
Singapore. In this case they organized the Arts in Your Neighborhoods to bring
the community together by organizing events in your neighborhood and for people
to explore.
Ministry of Culture Community and
Youth: MCCY works with the
industry stakeholders to create an environment where Singaporeans can pursue
their aspirations for a better quality of life. While together we can build a
gracious and caring society that we are proud to call home. It also seeks to inspire Singaporeans
through the arts and sports, strengthen community bonds, and promote
volunteerism and philanthropy through organizing of events and support of other
related initiatives. It is also a supporter of this event Arts in Your Neighborhood.
Lasalle College of the Arts: Is a
tertiary institution in Singapore that practices in cutting edge contemporary
arts and design education and practice. It offers more than 30 diplomas,
undergraduate and postgraduate programmes in fine arts, design communication,
interior design and many more. It is also led by a community of important
figures in the industry such as award-winning artists, designers, educator and
researches. They are important as they are a platform for people interesting in
studying a certain form of arts and they provide that form of assistance in
education. Dr Wang Ruobing who is an artist and curator is also a teacher at
Lasalle is the one responsible for the art “Placing Home: Woodlands” at the
Woodlands Waterfront Park.
Private:
Theatre Companies: Theatre Companies
is a stakeholder in the arts industry of Singapore, as they produce performances
with stories and the purpose to educate and entertain. Theatre companies regarding
those participating in Arts in Your Neighborhood are Cake Theatrical Production
who is the creator of Jumbo Fabrica by Sweet Tooth, Paper Monkey Theatre who is
part of the Puppets from Around the World along with Teater KAMI, a Malay
professional theatre company who is the creator of Awang Batil.
Musical Ensemble: Musical Ensembles
are a wide variety of instrumental ensembles ranging from Bands to Orchestras.
Those in participation in Arts in Your Neighborhood are The TENG Ensemble who
is part of The Four Flavours of Life, Orchestra Collective which is part of the
Joe Hisaishi for Studio Ghibil: A Complete Retrospective and lastly Singapore
Chinese Orchestra which is the creator of Sing, SCO!
Dance Company: A company that focuses
on creating and collaborating with both local and international dance-makers.
In this case would be Frontier Danceland who is the creator of Dimensions of Dialogue.
They are a team of professional dancers who are committed to inspire audiences
with a dynamic range of diverse, experimental and accessible contemporary dance
works, and to create opportunities for Singaporean and international dance
artists.
Arts Companies: 3Pumpkins is the creator
of The Rubbish Prince, their main purpose and objective is to push boundaries
in participatory and socially engaged art practices. Another art company would
be WHENIWASFOUR that is the creator of Woodlands Memory Capsules, they are a
design studio and label in Singapore which specializes in creating local-flavored
lifestyle products, which is inspired by the littlest things in life and emphasizing
simplicity in their creations.
People:
Artists: Artists would be the people
behind the creations of various installations and project collaborations such
as the Placing Home: Woodlands where they recreated a space for humanity
associated with a piece of soul. Another one would be Woodlands Memory Capsule
where they recreated products with Singapore Flavored ideas.
Performers: The performers are a huge
part of the arts industry as they are the one executing the ideas and creations
of the artists making it into a performance. Such would be the performers from
the theatre performances.
Dancers: Dancers are also a part
since dancing is also an artform which makes them one of the stakeholders of
the Arts Industry. The Frontier Danceland would be one example of the dancers
in the arts industry.
3. Arts and the Community
Importance of the Community to AYN
Feedback
The participation of the community to
such events like Arts In Your Neighborhood is also important, as it gives
relevant data and feedbacks to the organizers which can be used for future
events. As with an increase in the participation and positive feedbacks it will
encourage further of such events to be recreated in the future. The negative
feedbacks then can be used to improve and correct the parts that are lacking to
further focus on what is needed to become better.
Exposure to the Arts
These community art events are
important as it helps to raise awareness to the artists, by giving them an
opportunity to display their knowledge and creation to the people. The
community is just what is needed since they are people of the general public
and from different races and occupation this can reach many people and help
give the artists the exposure needed.
Importance of AYN to the Community
Education
By organizing or having such
community art events it helps to educate the general public and/or the people
who visits them about the different types of artforms and the meaning behind
them. As art is not always within the reach of people, having community art
events such as this where the art comes to you is a good opportunity for them
to educate the people. Without such community art events the knowledge of art
will slowly die out within the younger generations due to the lack of interest
and participation. Hence, having such community art events such as the Arts In
Your Neighborhood is a good opportunity for the community to gain exposure to
arts and at the same time be educated by what’s the stories, meaning and also
the purpose behind it.
Community Bonding
Events such as AYN is important to
the community because of Community Bonding. As these events bring in people and
allows them to interact with each other mean whilst experiencing art. This at
the same time allows the participants to have enough family time since these
events are situated at the parks and also during the weekends, it encourages
them to spend more time with the families. This bring the community together as
working on such projects requires the help from various parties, one single
performance requires people to direct them, writers, dancers, performers and
many more. So, when referred to community bonding it is not restricted to only
the general public but also the arts community. Since there are also people
working and volunteering at these events to ensure that it runs smoothly and
for everyone to enjoy.
4. Role of Government in Arts Community Programmes
Engaging the public
The National Arts Council (NAC)
supports the arts in Singapore through engaging the public. In terms of
engaging with the public instead of community engagement, this is in terms of
Capability development. As NAC sees the need to nurture the next generation of
art professional for the sake of development and evolution of the industry in
Singapore. They believe that equipping the next generation with the required
skills that will help them develop the industry in ways such as diversity and
depth. However, priority to this support is only given to the lacking areas of
the Singapore’s art scene.
Furthermore, NAC also offers 2
scholarships for individuals who are creative, bold and passionate about
developing Singapore’s arts and cultural landscape. Both NAC ARTS SCHOLARSHIP
for Undergraduate and Postgraduates. Other than scholarships they also provide
Professional Development to create opportunities in areas such as Leadership
Development, Organizational Development and Career and Artistic Development. Lastly,
they also have a Capability Development Grant which helps support the exposure
to learning in diverse areas of functions and practices within the industry,
such as workshops, masterclasses, seminars, conferences and many more other
programmes regarding professional training and skills development.
In my opinion, the support given is
very crucial in the aspect of support and funding. Without such assurance from
the support given, many individuals may not try to pursue their area of
interest. So, with the proper support to help improve and evolve the arts industry
in Singapore, these skills workshops, scholarships and also grants is very
crucial in recruiting promising individuals to help develop the industry.
Career
Another way that NAC has provided
support and assistance to the growth of the Arts Industry in Singapore is
through providing career options. Firstly, is through an internship programme
which provides hands-on professional and cross-disciplinary experience to
students who have interest and is passionate about arts. The internship
programme also includes working with experienced NAC officers and management as
well as other art professionals in the art scenes.
Other than internship position being
offered to students with interests, there is also job openings to work at the
NAC. Positions such as Manager, Precinct Development, Assistant Manager, Deputy
Director and many more. These positions are from different sectors and
departments such as Traditional Arts, Leasing, Strategic Planning and many
more. This is to ensure that people with interests in developing and engaging
in events in the arts industry, are able to work in the sector of choice either
with the projects like internship or working behind the scenes like the
managers, assistant managers etc.
In my opinion, it is very important
to provide career options and choices to people of interest. This gives them an
opportunity to help with the development and growth of the industry, so this
support for the industry is not restricted to only helping the artists. But also,
people with vast interest in helping out in other various sectors related to
arts.
5. AYN Marketing
5.1 Examine attendee
‘motivation factors’ in relation to AYN. Discuss how AYN provided choices and personalized
experiences to the attendees through programming strategies.
Convenience
The first motivation factor would be
convenience. In term of convenience would be the venue of the events, as they
set up their events in the neighborhood of the selected area which is
Woodlands. They set up in the neighborhoods so that the residents and the
people living there can have a reason to go visit the arts since it is so near,
instead of the usual it's too far maybe next time excuses. They set up events
and art installations at various points of woodlands so that is is spread out
and cater to a larger number of people. Additionally, visiting them like a
route would be an adventure for them to explore too.
Other than the art installations that
are already at the fixed venues they also have events happening around Singapore.
So instead of just venue convenience there is also programming, as they spread
out the events over the course of 3 weeks from 8 Nov - 25 Nov. It allows the
people to choose when to visit when they are free instead of having the
reschedule so that they can attend the events.
Interests
The second motivation factor is
interests, as there is a wide variety of programs set up for the attendees to
choose from. It allows the attendees to choose the programs based off their own
interests instead of having to visit what they are not interested in. The
programme pamphlet has precise description and detailed explanation of each
program and also their purpose. The types of programs offered ranges from
Visual Arts, Theatre performances, Dance, Music and also Literary Arts.
This is a form of motivation factor
to the attendees because it provides them with the choice, and it allows them
to plan their own itinerary and have their very own personalized experience.
Since they get to choose to visit what they are interested in.
5.2 Present two social media
promotion strategies used by AYN. Provide your opinion if the event has been
successful in using social media to build communities around common passions
before, during and after the event.
Publicity
Publicity was one of the 2 promotion
strategies that is used. AYN has set up accounts in various social media
platforms such as Facebook, YouTube, Twitter and also Instagram. This is to
ensure that they can reach a wider variety of audience faster and in large
numbers. Since its followers and visitors can get information from their
website easily and have contact number and emails set up for them to contact
the organizers.
In my opinion it was a successful
promotion strategy as they can find likeminded people who are interested in
arts, and by following them on the social media. They are able to be updated on
their latest events and also upcoming events to interested attendees, also
since there is the share function on the social medias, they are able to share
their experiences and also reviews about the events that they have attended
attracting more people.
Advertising
Lastly, is branding being there is
past AYN events it has slowly built up its own reputation and also impressions
from people who have visited in the past. Either the information is conveyed
through social media or through the word of mouth.
As there are also other similar
related arts event to AYN like Silver Arts, Arts & Culture Nodes and Art
Reach. All these other art events are targeted towards specific target markets
such as Elderlies and the Underserved communities. Also, for participants to
enjoy art experiences from nodes island-wide. So past attendees’ experiences
and word of mouth recommendations served as a form of social media marketing by
having other similar related art events.
In my opinion, the promotion strategy
used is good as it gives the image and branding of the organizer as one that
caters to the community. By having different types of events to cater to
different types of people, bringing the communities together to share their
common passion and hobby.
Appendices:
Safeassign Originality Report
Other References:
About Us. (n.d.). Retrieved from https://artsforall.sg/general/about-us.aspx
Arts in Your Neighbourhood. (n.d.). Retrieved from https://artsforall.sg/initiatives/arts-in-your-neighbourhood.aspx
(n.d.). Retrieved from https://www.nac.gov.sg/aboutus/careers.html
(n.d.). Retrieved from https://www.nac.gov.sg/whatwedo/support/funding.html
(n.d.). Retrieved from https://www.nac.gov.sg/whatwedo/engagement/capabilityDevelopment/overview.html
(n.d.). Retrieved from https://www.nac.gov.sg/whatwedo/engagement/capabilityDevelopment/professionalDevelopment.html
(n.d.). Retrieved from https://www.nac.gov.sg/whatwedo/support/funding/capabilitydevelopmentgrant/overview.html
Ministry of Culture. (n.d.). About us. Retrieved from https://www.mccy.gov.sg/About-us.aspx
About. (n.d.). Retrieved from https://www.lasalle.edu.sg/about
Comments
Post a Comment