The Singapore Tourism Board (STB) has partnered with Warner Music Singapore and hit English alt-pop duo HONNE to create “inside-out in Singapore” – a video series that uses the power of music to showcase new view of Singapore.
Originally started by HONNE’s Andy Clutterbuck and James Hatcher in 2021, “inside-out” is a video collection of the duo performing acoustic renditions of their hit songs, captured by a camera placed inside a guitar. The “inside-out” series was created during the lockdown and until now, only shows scenes from the daily life of Andy and James at home. With the new partnership with STB, the series will go overseas for the first time. “Inside-out in Singapore” also serves as the band’s first collaboration in a single destination.
Known for their brooding and dreamy soundscapes, HONNE has won the hearts of fans around the world, amassing an online following of over 1 million YouTube subscribers, 1.5 million followers on Spotify, and more than 4 million online streams per week. Their music transcends language and geographic boundaries, earning them a loyal following in Southeast Asia, particularly in Indonesia, Malaysia, the Philippines, and Thailand. During their 2023 Asia tour, the band sold over 50,000 tickets for their headline show across the region. HONNE’s popularity is a testament to their musical talent and ability to connect with fans, establishing them as one of today’s best acts.
Mr. Terrence Voon, Executive Director, Southeast Asia, STB, said, “We are delighted to be working with Warner Music Singapore and HONNE to promote Singapore’s lesser-known offerings through music. HONNE is very popular in Southeast Asia. While many travelers from this region may be familiar with Singapore, we hope that the new HONNE of some of their most streamed hits will inspire their fans to reveal new perspectives on our town
Gerald Ang, Managing Director, Warner Music Singapore, said, “We are delighted to be partnering with STB and HONNE for this exciting project, which showcases a new and different vision of Singapore. HONNE’s music has a universal appeal that knows no language or geographic barriers, making them perfect ambassadors to showcase Singapore’s hidden gems and new offerings in the fans all over the world.
Andy Clutterbuck and James Hatcher of HONNE said, “Although we’ve been to Singapore many times, we’ve never had the chance to really get to know the city and find out what makes it special. Through this project, we got to immerse ourselves in a variety of new and unexpected experiences that show why Singapore is such a vibrant place, and we can’t wait to share it with our fans on whole world!
“Inside-out in Singapore” follows Andy and James as they explore Singapore. The series consists of three videos taken from different perspectives inside a guitar. Each installment introduces viewers to a different neighborhood in the city and features exclusive performances of some of HONNE’s biggest songs in the region such as ‘Location Unknown’, ‘No Song Without You’, and ‘Day 1’ .
Here are the neighborhoods featured in HONNE’s “inside-out Singapore”:
Located on the eastern side of Singapore, Joo Chiat is a neighborhood where beautifully preserved Peranakan shophouses line the streets alongside cool cafes and independent boutiques to create a vibrant mix of old and new. -o. Here, HONNE’s Andy and James show off locations like Red House’s Micro Bakery, a proudly Singaporean bakery known for its small-batch, handmade bread, and Kohi Roastery & Coffee Bar, a hole-in-the-wall -in-the-wall takeaway coffee shop popular with young professionals.
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Keong Saik Road
Keong Saik Road is a place to visit for anyone looking for a good meal or a good drink to end the day as some of the most exciting restaurants and bars Singapore has to offer can be found here. In this video, HONNE takes a closer look at the pockets of street art found along Keong Saik Road, and finds their way to Potato Head Singapore, a place with a lot of concept with a restaurant, bar, and club all within the walls of a pre-war shop.
Marina Bay is home to some of Singapore’s most beautiful attractions. Located in the central area of Singapore, HONNE’s journey through this neighborhood saw the duo visiting the Here is SG sculpture which was recently launched in 2022. Sustainably built and created in collaboration between design and woodworking experts , a walk around 20 meters long. The installation reveals a point where the unique sculptural forms meet to form the SG Mark.
The “inside-out in Singapore” campaign will be launched by STB and HONNE on social media platforms on July 18. Click here to watch the teaser of the series.
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