SPONSORS REPORT

Page 1 of 54
 CONTENTS

Executive Summary
[4]

Performance & Exhibition Details

[7]

Sponsors, Partners & Supporters

[ 15 ]

Publicity & Marketing | Outreach

[ 20 ]

Audience Feedback
[ 41 ]

Fringe Team 2011

[ 51 ]

M1 Singapore Fringe Festival 2012

[ 52 ]

Page 2 of 54
 “... the works in this year's line-up... will
showcase the power of art to teach and
empower both the artist and the audience.”
- The Straits Times Life!

Something About Education But Not Exactly... by Leung Chi Wo (Hong Kong)
Photo credit: Leung Chi Wo

Page 3 of 54
 Executive Summary
The M1 Singapore Fringe Festival celebrated its 7th anniversary with the theme Art & Education.
The Festival, which took place from 5 to 16 January 2011, presented 18 works from 10 countries
including Japan, Belgium, India and the United States. The Festival also commissioned 7 local
artists and arts companies including the little dröm store, Elysa Wendi, Nelson Chia, Sean Tobin
and Natalie Hennedige, Lim Shengen, Felicia Low and local music collective PMP.

The 2011 Festival presented fewer ticketed shows, but more free events, reaching out to over
149,000 people. Ticketed events filled up 71% of total capacity, a slight decrease from 73% in 2010
but an increase from 2009’s 60%.

In terms of programming, the audience was once

again treated to some of the most engaging and
innovative contemporary productions ever to be
presented in Singapore. From Belgian confessional
theatre and rock performance [Entre Nous by Hell’s
Kitchen] to cutting-edge New York dance [Monster
by Pappas and Dancers], the Fringe showcased the
best of fringe works at city centre venues including Photo credit: Tom Verbruggen
The Esplanade, National Museum of Singapore, ION
Orchard, The Substation, The Arts House and Singapore Art Museum.

All in all, the ticketed and free events reached out to an estimated 152,000 people.

Overall, local shows fared better than international performances. The Necessary Stage’s Model
Citizens and Sean Tobin and Natalie Hennedige’s What Did You Learn Today? saw full houses,
while other performances received more than 80% attendance. The events were not just a hit with
the audiences but also with critics with positive reviews in the press and online.

The Official Opening of the Festival was held at ION Orchard on 5 January with the Guest of
Honour Mrs Goh Chok Tong. The Opening also coincided with the launch of Another Me:
Transformations from Pain to Power, a photographic exhibition by Indian artist Achinto Bhadra.
The exhibition, featuring young women who had been rescued from child prostitution and slavery
in Kolkata, struck a chord with many who viewed it.

Page 4 of 54
Publicity-wise, The Festival received unprecedented media coverage, especially in The Straits
Times, Today and Lianhe Zaobao. The Straits Times LIFE! featured the Festival as its cover story
twice in 2 months.

Marketing and publicity efforts were also enhanced

with several above-the-line media such as Official
Media OKTO and Official Magazine Time Out. The
Festival also continued with relationship with
Official Blog Community, Nuffnang – Asia’s first
blog advertising community. Other partners include
the Singapore Tourism Board and JCDecaux, both of
which provided very public and prominent exposure Photo credit: The Necessary Stage

to the Festival such as street banners and bus-stop

advertisements. The Festival also 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. For the very first time, the Festival collaborated with
top app developer Omnitoons to create a free iPhone application for the public. The increase in
media interest and publicity is testimony to the Festival’s deserved significance on the Singapore
arts scene.

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 2011. 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 2011.
We would love to hear your feedback and comments so that we can make next year’s Festival even
more meaningful to us and to our audience.

Here’s to our future partnerships!

Alvin Tan & Haresh Sharma

Artistic Directors, M1 Singapore Fringe Festival

Page 5 of 54
“A good alternative to more mainstream
fare, Singapore's annual M1 Singapore
Fringe Festival offers an interesting and
varied programme.”
- The Economist.com

The Ma(r)king of Nanjing: 1937 by Nelson Chia (Singapore)

Photo credit: Dorothy Png

Page 6 of 54
 PERFORMANCE &
EXHIBITION
DETAILS

A-Ma & A-Niang by Elysa Wendi & Shi Jing Xin (Singapore | China)
Photo credit: Shi Jing Xin

Page 7 of 54
 Performance & Exhibition Details

Dates of Events

PERFORMANCE OR EXHIBITION DATES

Festival Highlights

Another Me: Transformations from Pain to Power

5 – 16 January 2011
by Achinto Bhadra (India)
School of Hard Knocks
22 December 2010 – 23 January 2011
by the little dröm store (Singapore)

Back to School

What Did You Learn Today? 13 – 15 January 2011

by Sean Tobin & Natalie Hennedige (Singapore) (4 performances)
Aromascape of Singapore
5 – 16 January 2011
by Maki Ueda (Japan | The Netherlands)
Something About Education But Not Exactly...
5 – 23 January 2011
by Leung Chi Wo (Hong Kong)
Primary 1
5 – 23 January 2011
by Jemima Yong (Singapore | UK)

Live Fringe (Theatre)

The Ma(r)king of Nanjing: 1937 7 – 8 January 2011

by Nelson Chia (Singapore)
Model Citizens
by The Necessary Stage (Singapore)
Entre Nous
by Hel's Kitchen (Belgium)
(2 performances)
11 – 15 January 2011
(6 performances)
7 – 8 January 2011
(2 performances)

Live Fringe (Dance)

A-Ma & A-Niang

by Elysa Wendi & Shi Jing Xin
(Singapore | China)
Orpheus Marathon
by Ferenc Fèher (Hungary)
Monster
by Pappas and Dancers (USA)
6 – 7 January 2011
(2 performances)
12 – 13 January 2011
(2 performances)
14 – 15 January 2011
(2 performances)

Page 8 of 54
PERFORMANCE OR EXHIBITION DATES

Sonic Fringe

Perceptio
by PMP (Singapore)
15 January 2011 (1 performance)
This is Tomorrow
by Oldfish (South Korea)

Fringe Gallery

Void: Utopia
5 – 16 January 2011
by Lim Shengen (Singapore)
Inclusively Yours
5 – 16 January 2011
by Felicia Low (Singapore)
Okinawa Ark
5 – 16 January 2011
by Kanako Sasaki (Japan)
Until the Sun Rises
5 – 16 January 2011
by Emmanuel Guillaud (France)

TOTAL NO. OF WORKS 18

TOTAL NO. OF PERFORMANCES 21

“The [Fringe] team was very friendly, efficient and productive. They accommodated
our needs very well, in light of the last minute changes we made.”
- Sian Ní Mhuirí, collaborator of Jemima Yong, for Primary 1

Page 9 of 54
 Performance & Exhibition Details

Venues of Events

PERFORMANCE OR EXHIBITION VENUES

Festival Highlights

Another Me: Transformations from Pain to Power ION Art Gallery, Level 4,
by Achinto Bhadra (India) ION Orchard
School of Hard Knocks JCDecaux Bus Stop Shelters &
by the little dröm store (Singapore) Esplanade Tunnel

Back to School

What Did You Learn Today?

Play Den, The Arts House
by Sean Tobin & Natalie Hennedige (Singapore)
Aromascape of Singapore Glass Porch, Level 2,
by Maki Ueda (Japan | The Netherlands) Singapore Art Museum
Something About Education But Not Exactly... Esplanade – Jendela
by Leung Chi Wo (Hong Kong) (Visual Arts Space)
Primary 1 Esplanade – Jendela
by Jemima Yong (Singapore | UK) (Visual Arts Space)

Live Fringe (Theatre)

The Ma(r)king of Nanjing: 1937 Gallery Theatre,

by Nelson Chia (Singapore)
Model Citizens
by The Necessary Stage (Singapore)
Entre Nous
by Hel's Kitchen (Belgium)
National Museum of Singapore
Gallery Theatre,
National Museum of Singapore
Esplanade Theatre Studio

Live Fringe (Dance)

A-Ma & A-Niang

by Elysa Wendi & Shi Jing Xin The Substation Theatre
(Singapore | China)
Orpheus Marathon
Esplanade Theatre Studio
by Ferenc Fèher (Hungary)
Monster
Esplanade Theatre Studio
by Pappas and Dancers (USA)

Page 10 of 54
PERFORMANCE OR EXHIBITION VENUES

Sonic Fringe

Perceptio
Esplanade Recital Studio
by PMP (Singapore)
This is Tomorrow
Esplanade Recital Studio
by Oldfish (South Korea)

Fringe Gallery

Void: Utopia Chapel, Level 2,

by Lim Shengen (Singapore)
Inclusively Yours
by Felicia Low (Singapore)
Okinawa Ark
by Kanako Sasaki (Japan)
Until the Sun Rises
by Emmanuel Guillaud (France)
Singapore Art Museum
Basement 3 Event Space,
ION Orchard
The Atelier,
National Museum of Singapore
Moving Image Gallery, Level 2,
Singapore Art Museum @ 8Q

TOTAL NO. OF VENUES 14

“[The] marketing and publicity was more than I expected. For example, the banner
in the National Museum [was] so amazing! Overall, the staff are in tune with
everything and they know and are aware of the situation. Very organised.”
- Kanako Sasaki, artist of Okinawa Ark

Page 11 of 54
 Performance & Exhibition Details

Total Attendance – Free Events

ESTIMATED
EVENT VENUE
ATTENDANCE
Another Me: Transformations from
ION Art Gallery, Level 4,
Pain to Power by Achinto Bhadra 1,500
ION Orchard
(India)
School of Hard Knocks JCDecaux Bus Stop Shelters &
133,704
by the little dröm store (Singapore) Esplanade Tunnel
Aromascape of Singapore
Glass Porch, Level 2,
by Maki Ueda (Japan | The 2,340
Singapore Art Museum
Netherlands)
Something About Education But Not
Exactly...
by Leung Chi Wo (Hong Kong) Esplanade – Jendela
2,850
(Visual Arts Space)
Primary 1
by Jemima Yong (Singapore | UK)
Void: Utopia Chapel, Level 2,
2,640
by Lim Shengen (Singapore) Singapore Art Museum
Inclusively Yours Basement 3 Event Space,
3,600
by Felicia Low (Singapore) ION Orchard
Okinawa Ark The Atelier,
1,200
by Kanako Sasaki (Japan) National Museum of Singapore
Until the Sun Rises Moving Image Gallery, Level 2,
1800
by Emmanuel Guillaud (France) Singapore Art Museum @ 8Q

TOTAL ESTIMATED ATTENDANCE (FREE EVENTS) 149,634

“All administrative, marketing and publicity matters were taken care of by the
organizers, leaving me with all the time to deal with creation and artistic issues.”
- Nelson Chia, artist of The Ma(r)king of Nanjing: 1937

Page 12 of 54
 Performance & Exhibition Details

Total Attendance – Ticketed Events

VENUE ESTIMATED
EVENT
(NO. OF PERFORMANCES) ATTENDANCE
What Did You Learn Today?
Play Den, The Arts House
by Sean Tobin & Natalie Hennedige 446
(4 performances)
(Singapore)
Gallery Theatre,
The Ma(r)king of Nanjing: 1937
National Museum of Singapore 285
by Nelson Chia (Singapore)
(2 performances)
Gallery Theatre,
Model Citizens
National Museum of Singapore 954
by The Necessary Stage (Singapore)
(6 performances)
Entre Nous
Esplanade Theatre Studio 146
by Hel's Kitchen (Belgium)
A-Ma & A-Niang
by Elysa Wendi & Shi Jing Xin The Substation Theatre 134
(Singapore | China)
Orpheus Marathon
Esplanade Theatre Studio 159
by Ferenc Féher (Hungary)
Monster
Esplanade Theatre Studio 185
by Pappas and Dancers (USA)
Perceptio by PMP (Singapore) |
This is Tomorrow by Oldfish Esplanade Recital Studio 135
(South Korea)

TOTAL TICKETED ATTENDANCE 2,444

TOTAL ATTENDANCE (TICKETED) 2,444

TOTAL ATTENDANCE (NON-TICKETED) 149,634

TOTAL NUMBER OF AUDIENCE FOR THE FESTIVAL 152,078

TOTAL PERCENTAGE OF HOUSE FOR TICKETED SHOWS 71.00%

Page 13 of 54
“For audiences tired of the mainstream, the
M1 Singapore Fringe Festival promises to
provide audiences with alternative works
that provoke and challenge.”
- 联合早报 Lianhe Zaobao

Primary 1 by Jemima Yong (Singapore | UK)

Photo credit: Jemima Yong

Page 14 of 54
 SPONSORS,
PARTNERS &
SUPPORTERS

Okinawa Ark by Kanako Sasaki (Japan)

Photo credit: Kanako Sasaki

Page 15 of 54
 Special Thanks
M1 Singapore Fringe Festival

Sponsors | Partners | Supporters

No. of Sponsors, Partners and Supporters 30

No. of Repeat Sponsors 21

M1
Esplanade – Theatres on the Bay
National Arts Council
Ambassade de France
Japan Foundation Kuala Lumpur
National Museum of Sigapore
ION Orchard | ION Art
Singapore Art Museum
The Substation
JCDecaux
InFocus
fFurious
IDP Media
Fridae.com
AXA Insurance
First Printers
CS Lite
OKTO
Time Out Singapore
Nuffnang
YourSingapore

Page 16 of 54
 No. of New Sponsors 9
CulturesFrance
Shiseido
Singapore Art Museum
Bureau for the Advancement of Lifestyle & Longevity & Success
Omnitoons
Keppel Nights
Hotel Grand Pacific

No. of Repeat Partners 2

NUS Centre For the Arts
OCBC Cards

Another Me: Transformations from Pain to Power by Achinto Bhadra (India)

Photo credit: Achinto Bhadra

Page 17 of 54
 Organised by Title Sponsor In Collaboration With

Official TV Station Official Magazine Official Blog Community

Official Hotel Held in

Supported by

Page 18 of 54
Partners Special Thanks
NUS Centre For the Arts All the beautiful, fun-loving and fantastic Fringe
OCBC Cards interns and volunteers who help make this possible;
All others who have lent us their kind support in one
form or another but whose names we were not able
to include at the time of going to print.

"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, General Manager of Corporate Communications at M1,
in The Straits Times Life!, "Win-win sponsorship" [25 Nov 2010]

Page 19 of 54
 PUBLICITY,
MARKETING &
OUTREACH

Inclusively Yours by Felicia Low (Singapore)

Photo credit: Felicia Low

Page 20 of 54
 Publicity & Marketing
List of Publicity Materials
COLLATERAL | AVENUE
Print
Programme Booklets
40,000 copies | A4 size | 26 pages
(4 designs, each with 10,000 copies)
Programme Leaflets for all productions and
exhibitions
10,000 copies | A5 size | 4 pages
M1 bill listings
Esplanade Diary
National Museum of Singapore programme
booklets
Singapore Art Museum Quarterly Calendar
brochures
The Substation Quarterly Publication What's On
Time Out Singapore advertisements
DESCRIPTION
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.
All M1 Singapore Fringe Festival 2011 events
at the Esplanade were included in The
Esplanade Diary for January – March 2011,
with 120,000 disseminated at SISTIC
counters, lifestyle café chains, hotels, arts
venues and Esplanade from end-November
2010.
All M1 Singapore Fringe Festival 2011 events
at National Museum were included in the
Museum's programme booklet for January =
February 2011, disseminated islandwide from
December 2010.
All M1 Singapore Fringe Festival 2011 events
at Singapore Art Museum were included in the
Museum's Quarterly Calendar brochure
(January – March 2011), with 40,000 copies
disseminated at the museums, community
clubs, arts venues, etc. from December 2010.
A-Ma & A-Niang was 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
2010, November 2010, December 2010 and
January 2011 issues were included to
announce the Early Bird promotions for the
Festival as well as the Festival in general.
Page 21 of 54
COLLATERAL | AVENUE DESCRIPTION

Print

Inclusion of the M1 Singapore Fringe Festival

OCBC Credit Cards Billing Inserts in the billing inserts for all credit card bills for
November and December 2010.
2 full-page SISTIC Run-on-Print
advertisements were featured in the December
SISTIC Run-on-Print
2010 and January 2011SISTIC Entertainment
Advertisements Guides, available at all authorised SISTIC
agents islandwide.
1 full-page advertisement was featured in the
ArtZone Advertisements November 2008 issue of Artzone.

Outdoor & On-Site Advertising

22 bus stop posters (comprising 12 island

JCDecaux bus stop advertisements
for the Festival
Arts & Heritage District street
banners
light, 5 shelter lights and 5 shelter column
posters) advertising the M1 Singapore Fringe
Festival 2011 were displayed at bus stops
around the island from December 2010 to
January 2011.
Another 72 bus stop posters (comprising 55
shelter lights and 17 shelter columns)
exhibiting School of Hard Knocks by the little
dröm store were displayed at bus stops
islandwide from December 2010 to January
2011.
34 street banners were displayed along
Stamford Road, Victoria Street and North
Bridge Road within the Fringe belt.
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
ION Orchard on-site marketing collaterals billboard spaces at ION Orchard's Basement 2
in January 2011.

Another 1 electronic billboard showcasing

Inclusively Yours by Felicia Low was shown
on rotation at the same electronic billboard
spaces in January 2011.

Page 22 of 54
COLLATERAL | AVENUE
Esplanade on-site marketing
collaterals
National Museum of Singapore on-site
marketing collaterals
The Arts House on-site marketing collateral
City Square Mall Poster Placements
Online Advertising & Marketing
M1 Singapore Fringe Festival 2011 website
www.singaporefringe.com
M1 Singapore Fringe Festival 2011 iPhone App
Facebook Page for the M1 Singapore Fringe
Festival 2011
Twitter Account for M1 Singapore
Fringe Festival 2011
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 – one for Okinawa Ark by Kanako
Sasaki and another for The Ma(r)king of
Nanjing: 1937 – were displayed at the
National Museum of Singapore from
December 2010 to January 2011. The Festival
TVC was also screened on on-site plasma
screens.
The Festival TVC was screened on on-site
plasma screens.
2 A1-sized posters advertising the Festival
were displayed at City Square Mall from
October 2010 to January 2011.
A dedicated Festival website was created at
www.singaporefringe.com, generating an
astounding 118,425 unique page views and
33,676 visits from 06
October 2010 to 16 January 2011.
The website, designed by fFurious, won
numerous design accolades and awards
internationally.
For the first time, a specially designed iPhone
application powered by Omnitoons and
designed by fFurious was made available for
free to the public for download. The app
provided information about all events by date,
venue and genre, as well as location-based
directional assistance.
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.
Page 23 of 54
COLLATERAL | AVENUE
Electronic Direct Mailers (EDMs)
Esplanade's online support
National Museum of Singapore's online support
ION Orchard's online support
Singapore Art Museum's online support
The Substation's online support
DESCRIPTION
11 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
E-Group).
Genre-specific EDMs were sent to targeted
groups such as educators and students.
Daily What’s-On listings in text were sent via
email to arts mailing lists 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 the National Museum were listed on
the National Museum's website
(www.nationalmuseum.sg).
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 at Singapore Art Mueum were listed on
the Museum's website
(www.singaporeartmuseum.sg)
A dedicated EDM featuring the works at
Singapore Art Museum was sent out by the
Museum on 5 January 2011 to their mailing
list database of about 4,000.
A-Ma & A-Niang was listed on The
Substation's website (www.substation.org)
An EDM distributed to The Substations
database of 5,000 also featured A-Ma & A-
Niang as a highlight in the mailer.
Page 24 of 54
COLLATERAL | AVENUE DESCRIPTION

3 EDMs were sent out to previous customers

of the M1 Singapore Fringe Festival on
SISTIC's database (6 October 2010, 1
December 2010, 3 January 2011)

SISTIC's online support 2 SISTIC e-Buzz Sub-Headers (7 December

2010 and 4 January 2011), 1 SISTIC Large
Highlight (8 – 12 October 2010) as well as 1
SISTIC Small Highlight (1 December 2010 to
15 January 2011) icons were included on
SISTIC's website to advertise the Festival.
The M1 Singapore Fringe Festival 2011
website was used as the skin for the main
Nuffnang page from 20 December 2010 to 16
January 2011.

Network wide cost-per-click campaign

provided box ads of the Festival to blogs
signed up to Nuffnang (10,000 clicks) from 13
Nuffnang's online support December 2010 to 16 January 2011.

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.
5 EDMs (2 generic ones and 3 production-
specific ones) 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.
Fridae.com's online support 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

Singapore Tourism Board's online support 2011 in the yoursingapore.com website by
Singapore Tourism Board.

Page 25 of 54
COLLATERAL | AVENUE
Time Out Singapore's online support
OCBC Cards' online support
Broadcast Advertising
Festival video
OKTO interstitials
OKTO contest advertisements
Others
Media Launch of the Festival
Opening Reception of the Festival
OVERALL PR VALUE OF 2011 FESTIVAL
DESCRIPTION
Online banner advertisements for November
2010, December 2010 & January 2011 on
Time Out's website.
3 EDM blasts for November 2010, December
2010 & January 2011 sent out to Time Out's
database.
Facebook & Twitter blasts from November
2010 to January 2011 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 November 2010 to January
2011.
Listing and visual in the OCBC Arts
Showcase EDMs disseminated in October
2010 and November 2010.
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.
A 1-minute Festival interstitial was produced
and screened from December 2010 – January
2011 on OKTO.
A contest advertisement for viewers to win
tickets to the Festival was produced and
screened from December 2010 – January 2011
on Arts Central.
The M1 Singapore Fringe Festival 2011 staged
a successful press launch at the Esplanade
which generated several press write-ups
immediately after.
The official Opening Reception of the M1
Singapore Fringe Festival 2011 was held at
ION Art Gallery, ION Orchard on 5 January
2010 and was attended by various members of
the media, sponsors and artists. This garnered
immediate press coverage thereafter.
$4,202,619.83
Page 26 of 54
 Publicity & Marketing
Programme Booklets

Page 27 of 54
 Publicity & Marketing
Time Out Advertisements

Page 28 of 54
 Publicity & Marketing
SISTIC Run-on-Print and Online Advertisements

Page 29 of 54
 Publicity & Marketing
Arts & Heritage District Street Banners

Page 30 of 54
 Publicity & Marketing
JCDecaux Bus Stop Posters

Page 31 of 54
 Publicity & Marketing
JCDecaux Bus Stop Posters

Page 32 of 54
 Publicity & Marketing
Esplanade Onsite Collaterals

Page 33 of 54
 Publicity & Marketing
Esplanade Onsite Collaterals

Page 34 of 54
 Publicity & Marketing
National Museum Ad Panels

Page 35 of 54
 Publicity & Marketing
ION Orchard A1 Poster City Square Mall Poster

M1 Singapore Fringe Festival TV Commercial (Screen Capture)

Page 36 of 54
 Publicity & Marketing
Festival Website

Page 37 of 54
 Publicity & Marketing
Electronic Direct Mailers

Page 38 of 54
 Publicity & Marketing
Festival iPhone App

Page 39 of 54
 Publicity & Marketing
Festival Facebook Page

Festival Twitter Page

Page 40 of 54
 AUDIENCE
FEEDBACK

School of Hard Knocks by the little dröm store (Singapore)

Photo credit: the little dröm store

Page 41 of 54
 AUDIENCE FEEDBACK
Festival Highlight:
Another Me: Transformations from Pain to Power by Achinto Bhadra
“To know that people are touched simply by looking at my
pictures is the best part because it is testament to the hope
and strength that the girls represent.”
- Achinto Bhadra, in The Straits Times Life!,
“Dressing up to hide pain” [8 Dec 2010]

“Very powerful portrayal of women’s lives and

vulnerability.”
- Visitor

“The photos all convey profound meaning and stories

behind every subject, and it did portray the subject in a
different light.”
- Visitor

Festival Highlight:
School of Hard Knocks by the little dröm store
“... I'm sure the series of photographs of Singapore's old
mosaic playgrounds connect to a lot of folks. It gets my
thumbs up for that one thing I feel strongly about though -
the act of documenting these pieces of architectural
heritage.”
- Mayo Martin, in TODAY's For Art's Sake,
“Fringe Fest 2011! Baby signs! Smells funny!”
[13 Jan 2011]

“Poignant and evokes a lot of memories for me. My father

used to take me to play at one of the playgrounds in the
photos, so it's nice to see it being remembered via the
exhibition.”
- Visitor

“[I] agree with the little dröm store that the older
generation is more rugged, and our 'rough' playground
played an important role... Hope some kids will be
intrigued, to know that their Daddy and Mummy, were so
'happening' once upon a time.”
- Sengkangbabies.blogspot.com

Page 42 of 54
 AUDIENCE FEEDBACK
Back to School:
What Did You Learn Today? by Sean Tobin & Natalie Hennedige
“With its gentle, probing quality, this play will stumble
onto deeper areas - about the possibilities of theatre, the
process of trial and error that is life, and how to deal with
the eventual acceptance that it will all come to an end.”
- Adeline Chia, in The Straits Times Life!,
“Honest life lessons” [17 Jan 2011]

“Somewhere in What Did You Learn Today?, it's subtly

pointed out that one of the things we get out of school is,
basically, self-doubt. One of the things you can get out of
watching What Did You Learn Today? is self-
confidence.”
- Mayo Martin, in TODAY's For Art's Sake,
“Fringe Fest 2011! Learning process! Rugby
and violins!” [14 Jan 2011]

“Very engaging. I love the audience interaction and

personal touch.”
- Audience member

“Dear Kay Siu, Swee Lin and creators, thank you for
doing this. It meant something today and at this point in
my life, though you may not know it. You were beautiful
together.”
- Audience Member

Festival Highlight:
Aromascape of Singapore by Maki Ueda
"As young people, you have a strong association with
smell and your life. You can remember the place where
you grew up just by smelling it."
- Maki Ueda, in The Straits Times Life!,
“Sniff out Singapore” [3 Jan 2011]

“Love the idea of scent as an art form - scent is such a

strong instinctual trigger which seems to be least explored
in the art world as we know it today.”
- Visitor

“Interesting perspective to present Singapore.”

- Visitor

“ A very clever concept to provoke thoughts and

memories.”
- Visitor

Page 43 of 54
 AUDIENCE FEEDBACK
Back to School:
Something About Education But Not Exactly... by Leung Chi Wo
'... I was rather pleased with Leung's work, which takes
something even more 'kiddie' and basically runs with it -
to a totally unexpected direction.”
- Mayo Martin, in TODAY's For Art's Sake,
“Fringe Fest 2011! Baby signs!
Smells funny!” [13 Jan 2011]

“Interesting exhibition. I like how the artist used the

classroom setting to depict how we 'learn' our fears and
prejudices in life.”
- Visitor

“Nice way of presenting the work. Provocative. Fits the

space well too.”
- Visitor

Festival Highlight:
Primary 1 by Jemima Yong
“... very delightful and it brought back memories.”
- Visitor

“The babies on the table were such a memorable sight to

behold. Some benign and others slightly angsty, I felt it
reflects the entire picture of how students think about
school.”
- Visitor

“Very inspirational and soul-searching. Job well done!”

- Visitor

“Interesting and meaningful. Appeals to us as students.”

- Visitor

“Unique, interesting and enlightening exhibition.”

- Visitor

Page 44 of 54
 AUDIENCE FEEDBACK
Live Fringe (Theatre):
The Ma(r)king of Nanjing: 1937 by Nelson Chia
“There is a distilled quality about this quiet and pared-
down play... It has a quiet, unruffled dignity to it and one
applauds Chia's restraint in avoiding a spectacle.”
- Corrie Tan, The Straits Times Life!,
“A journey to self” [10 Jan 2011]

“Short, concise, committed.”

- Audience Member

“I liked the journey, the questioning and the neutrality.”

- Audience Member

“What I remembered most: The personal account about

the performer's grandmother because it made a strong
connection to how the performer relates to the subject.”
- Audience Member

Live Fringe (Theatre):

Model Citizens by The Necessary Stage
“... a deep and insightful play that manages to prod the
audience to ask themselves questions about Singapore
society; even if it doesn't give many, if any, answers at
all.”
- Natalie Koh, The Business Times,
“Stellar cast drives Model Citizens” [14 Jan 2011]

“Model Citizens addresses issues of power through race,

language, class, history and politics from a perspective
that is uniquely Singaporean. Even as it navigates
between English, Mandarin, and Malay, it calls to us in a
single voice that is distinctively our own. It also features
the director, playwright and cast - all veterans of our local
theatre scene... at the height of their powers.
Unmissable.”
- Kenneth Kwok, in Flying
Inkpot [11 Jan 2011]

“Thought-provoking performance which raises pertinent

real issues in society.”
- Audience Member

“A balanced critical perspective. Plenty of food for

thought as the play addresses more than one level of the
human condition.”
- Audience Member

Page 45 of 54
 AUDIENCE FEEDBACK
Live Fringe (Theatre):
Entre Nous by Hel's Kitchen
“... kudos to [Helmut Van den Meersschaut] for
developing a new breed of the confessional, one which
still manages to be tender at heart.”
- Corrie Tan, in The Straits Times Life!,
“A journey to self” [10 Jan 2011]

“One finds his self-critiques often both funny and

poignant - it's easy to see your own personal crises
mirrored in his life.”
- Ng Yi-sheng, in Flying Inkpot [8 Jan 2011]

“Different, engaging and brutally honest.”

- Audience Member

“The most raw performance I've ever been to. Provides a

lot of food for thought because I totally identified with it
and glad that he's willing to share his life in
performance.”
- Audience Member

Live Fringe (Dance):

A-Ma & A-Niang by Elysa Wendi & Shi Jing Xin
“... clearly a heartfelt and personal project to both the
artists [Elysa Wendi and Shi Jing Xin], who were earnest
and genuine.”
- Tara Tan, in The Straits Times Life!,
“Granny's tale goes around in circles” [8 Jan 2011]

“What I remembered the most: The beautiful moments

created when the lights, music, projection and movement
combined to create new perspectives and dimensions.”
- Audience Member

“I enjoyed the juxtoposition of history and dance.”

- Audience Member

“Very moving, wonderfully detached.”

- Audience Member

“When they were having dinner, it's a simple affair but

very symbolic of the family institution at the same time.”
- Audience Member

Page 46 of 54
 AUDIENCE FEEDBACK
Live Fringe (Dance):
Orpheus Marathon by Ferenc Fehér
“It is intriguing how [Orpheus Marathon]... turned the
myth on its head... That slow, measured walk to and from
hell for the sake of love that we've all come to know is, in
this instance, a manic act of desperation. The tightrope
walk to salvation transformed into a psychologically
nerve-wracking race towards the finish line. And the
tension and contrast is heightened by Eurydice's
immobility.”
- Mayo Martin, in TODAY's For Art's Sake,
“Fringe Fest 2011! Orpheus! Frogs! Eyeballs!”
[13 Jan 2011]

“... deliciously macabre piece... While electrifying and

unusual, it also had a raw and unfinished quality, which
lent a lot of charm to the piece.”
- Tara Tan, in The Straits Times Life!,
“Mythic dance” [15 Jan 2011])

“Amazing physicaities and contracts between them.

Challenging and unsettling, in a good way.”
- Audience Member

“It was intense, from the dancer's expression to the

movements. Brilliant mix.”
- Audience Member

Live Fringe (Dance):

Monster by Pappas and Dancers
“Strong ensemble work and image moving beyond trite
adolescent language. A modern critical response to
Jewish identity. Thank you for easy access to youthful
professional theatre work.”
- Audience Member

“Great. Related to theme well, at the same time thought-

provoking.”
- Audience Member

“I loved the topic, the dicussion. Very avant-garde for

me... I appreciate the discussion so much!”
- Audience Member

Page 47 of 54
 AUDIENCE FEEDBACK
Sonic Fringe:
Perceptio by PMP
“...a hypnotic show... Visually, you get sucked into the
intricate patterns projected on the screen, the abstracted
city lights... presenting n what I thought was a very
inventive manner, the possibility of impending catastrophe
as data.”
- Mayo Martin, in TODAY's For Art's Sake,
“PMP! Oldfish! An odd couple!”
[15 Jan 2011]

“What I remembered most: Interplay between music and

visual arts.”
- Audience Member

Sonic Fringe:
This is Tomorrow by Oldfish
“A fun, electronica-tinged gig with endearing Korean
bandmembers...”
- Mayo Martin, in TODAY's For Art's Sake,
“PMP! Oldfish! An odd couple!”
[15 Jan 2011]

“Oldfish from Korea was joyful and talented.”

- Audience Member

“I enjoyed the peacefulness, serenity and the sincerity of

the performances from Oldfish.”
- Audience Member

Page 48 of 54
 AUDIENCE FEEDBACK
Fringe Gallery:
Void: Utopia by Lim Shengen
“Unusual use of medium – sound, light.”
- Visitor

“I found the exhibition deep and impressive enough to be

revisited... I’m impressed by the density of time and
image.”
- Visitor

“Superb imagery and subject matter.”

- Visitor

“Unusual use of medium – sound, light.”

- Visitor

“I like the way it was projected – different from

conventional exhibitions where it is displayed on the
wall.”
- Visitor

Fringe Gallery:
Inclusively Yours by Felicia Low
“I wasn't expecting to see an exhibition at this area of
ION Orchard, but it's great to know that these special
needs community had a chance to enjoy the mall
experience too.”
- Visitor

“Well done! Congratulations to the participants and to

the shops for being so sporting. Nice to know the shops
are willing to attract all visitors, no matter who they are
or what conditions they may have.”
- Visitor

“I think it's commendable that the stores at ION Orchard

participated in this event. I'm sure it wasn't easy for both
the kids and the stores to work together, but they did well”
- Visitor

Page 49 of 54
 AUDIENCE FEEDBACK
Fringe Gallery:
Okinawa Ark by Kanako Sasaki
“In the Japanese village [in Bolivia], the idea of a home
as not simply a place but family became clear... 'I learn a
bit about my own Japanese-ness, my culture, a little bit of
my past.' [Sasaki] said.”
- TODAY, “Learning the art way” [7 Dec 2010]

“Thought-provoking. Genuinely felt displaced seeing the

students’ video and photographs.”
- Visitor

“[I remembered] The collection of pictures in different

frames. These showed a personal, intimate side to the
story the exhibit was trying to tell. They were touching.”
- Visitor

Fringe Gallery:
Until the Sun Rises by Emmanuel Guillaud
“Guillaud's [work utilises]... the space very well - as
viewers enter the pitchblack room with three video screens
projecting images of strangers, alleyways, creating a
sense of claustrophobic intimacy as one waits at the brink
of, well, something.”
- Mayo Martin, in TODAY's For Art's Sake,
“Fringe Fest 2011! Baby signs! Smells funny!”
[13 Jan 2011]

“Sequence of flashing images and how they suggested

depth (formal / spatial) and danger (narrative).”
- Visitor

“[I remembered] The artist’s really good and refreshing

concept when capturing the photographs. Dark, yet with
the great play of light, and very hopeful feel to it.”
- Visitor

“Fascinating work, challenging and effective set-up, very

moving.”
- Visitor

Page 50 of 54
 FRINGE TEAM 2011
Artistic Directors Alvin Tan
Haresh Sharma
Administrative Office
Festival Manager Melissa Lim
International Relations Executive Jezamine Tan
Events Executive Irma Suzanna Ruslan
Education & Outreach Executive Charlene Haridas
Volunteer Coordinator Gloria Tan Si Lin
Production Office
Production Coordinator Molizah bte Mohd Mohter
Assistant Production Coordinator Nur Khairiyah bte Ramli
Visual Arts Coordinator Wang Liansheng
Lighting and Technical Coordinator Mohd Fadlin bin Mohd Saffri
Fringe Production Interns Cheng Nien Yuan
Goh Yi Jing
Leong Shimin Christine
Nazree bin Juma'at
Nur Sofihah Binte Mohammad Sha'har
Richard Neo
Ong Ling Kang
Sakinah Binte Mohd Ansari
Seow Cheng Long

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 2011 is managed by Phish
Communications Pte Ltd.

Page 51 of 54
 M1 SINGAPORE FRINGE FESTIAL 2012:
ART & RELIGION
Religion is defined as "the belief in and worship of a god or gods, or a set of beliefs concerning the
origin and purpose of the universe." While there is a common tendency to associate the notion of
religion to religious faiths, institutions and practices, religion can - and should - go beyond these
definitions, to include the wider notion of faith and beliefs. In short, our firm and fervent belief in
anything - from a religious order, to our culture, to our dietary preferences, to our favourite brand of
clothing - could well be religion to us, depending on the sphere of pertinence these have (religious,
cultural, social, personal).

How we define religion - and how our religions/faiths define us - is part of how we would construct
our world view and react on them. The symbols, rites and rituals we develop based on our religion
affects the external world, and are themselves define/constrained/morphed according to the limits of
this same world.

The Art of Religion

We often consume and approach religion as an institution. And when one consumes religion, one
has the tendency to use it for one's own purpose, which includes worshipping power. Such an
empowered position can lead to arrogance and the justification to be judgmental. Whilst we live as
human beings, we should also transcend the limitations of the human condition to engage
spirituality (which is also part of being human), to connect with one another (from different faiths)
focusing on compassion and inclusion.

What is the role of art in facilitating a credible inter-faith platform where human beings can conduct
one another in the spirit of compassion and inclusion rather than end up predictably polarised? Can
Art bridge the gaps of religious difference and/or indifference? Can Art provide that hope so in
need in our contemporary times? How can Art remain relevant and heal burning contemporary
concerns?

Page 52 of 54
The Religion of Art

Artists have, for centuries, defended the freedom to question and critique, immunizing art and
advocating its integrity. Yet the notion of respecting differences, the notion of recognising the
"other", may conflict with this freedom of expression. Is there a way then to question and/or
critique without disrespect or does Art (at its fundamental core) own the right to comment in
whatever way it wishes? Is there such a thing as a fundamentalist approach to the religion of Art?

Art shares many aspects with religion in terms of providing meaning, asking questions about life,
providing opportunities to reflect, connecting people from different socio-cultural backgrounds,
enhancing our spiritual lives. As such, can Art save? Can Art substitute religion? If so, how?

Art & Religion

Religion is not, and should not, be viewed as a staid set of rules and dictates. Rather, in realising
how malleable religion can be - in opening up to various definitions of religion - perhaps it will
engender tolerance, acceptance and promote negotiation. Art in a similar way strives for this same
sort of interaction and negotiation, to create new worlds, grounds, faiths and understanding.

The M1 Singapore Fringe Festival invites one and all to participate in another exciting installment
as we interrogate and reflect on the explosive relationships between art and religion.

15 – 23 February 2012.
Get involved.

Page 53 of 54
THE NECESSARY STAGE
278 Marine Parade Road
#B1-02 Marine Parade Community Building
Singapore 449282

CONTACT US AT
Tel: (65) 6440 8115
Fax: (65) 6400 9002
Email: admin@necessary.org

www.necessary.org
www.singaporefringe.com

Page 54 of 54