SINGAPORE — 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 a fresh perspective of Singapore.
Initially 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 lockdown and so far, only features scenes from Andy’s and James’ daily lives at home. With the new partnership with STB, the series goes overseas for the first time. “Inside-out in Singapore” also serves as the band’s first-ever collaboration with a destination.
Known for their soulful and dreamy soundscapes, HONNE has won the hearts of fans worldwide, amassing an online following of over one million YouTube subscribers, 1.5 million Spotify followers, and over four million online streams per week. Their music transcends language and geographical 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 shows across the region. HONNE’s popularity is a testament to their musical talent and ability to connect with fans, establishing them as one of the most promising acts today.
Mr. Terrence Voon, STB Executive Director for Southeast Asia, said, “We are delighted to work with Warner Music Singapore and HONNE to spotlight Singapore’s lesser-known offerings through music. HONNE is hugely popular in Southeast Asia. While many travelers from this region may be familiar with Singapore, we hope HONNE’s new take on some of their most-streamed hits will inspire their fans to uncover fresh perspectives of our city.”
Gerald Ang, Managing Director at Warner Music Singapore, said, “We are delighted to team up with STB and HONNE for this exciting project, which showcases an innovative and distinctive view of Singapore. HONNE’s music has a universal appeal that knows no language or geographic barriers, making them the perfect ambassadors to showcase Singapore’s hidden gems and new offerings to fans around the world.”
Andy Clutterbuck and James Hatcher of HONNE added, “Although we’ve been to Singapore several 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 range of new and unexpected experiences that showcase why Singapore is such a vibrant place, and we can’t wait to share this with our fans around the world!”
“Inside-out in Singapore” follows Andy and James as they explore Singapore. The series comprises three videos shot from the distinct perspective of being 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 to be seen on HONNE’s “inside-out in Singapore”:
Joo Chiat
Located along the east 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. Here, HONNE’s Andy and James showcase locations such as the Micro Bakery at Red House, a proudly Singaporean bakery known for small-batch, handcrafted bread, and Kohi Roastery & Coffee Bar, a hole-in-the-wall takeaway coffee shop popular with young professionals.
Keong Saik Road
Keong Saik Road is a spot to visit for anyone looking for a delicious bite to eat or a good drink to cap off a day as some of the most exciting restaurants and bars Singapore has to offer can be found here. In this video, HONNE gets a close look at the pockets of street art found along Keong Saik Road and finds their way to Potato Head Singapore, a multi-concept space that houses a restaurant, bar, and club all within the walls of a pre-war shophouse.
Marina Bay
Marina Bay is home to some of Singapore’s most iconic attractions. Located in the central area of Singapore, HONNE’s trek through this neighborhood sees the duo visiting the Here is SG sculpture which was just launched in 2022. Sustainably built and made in collaboration between design and woodworking experts, a walk around the 20-meter-long installation reveals a point where the sculpture’s unique shapes converge to form the SG Mark.
The “inside-out in Singapore” campaign has launched across STB and HONNE’s social media platforms last July 18.
