Connecting through Music – STB as ‘Country Partner’at Bacardi NH7 Weekender



India: Connecting through Music – STB as ‘Country Partner’at Bacardi NH7 Weekender. As the year draws to a close, a virtual music festival collaboration to keep the Indian audience engaged and entertained

Continuing its stride of innovative and interesting partnerships, the Singapore Tourism Board (STB) recently collaborated with India’s popular music festival ‘Bacardi NH7 Weekender’ which had gone virtual for the first time.

The 11th edition of Bacardi NH7 Weekender featured a host of exciting contemporary artists, with genres spanning from Indian classical to rap. The platform, which was built by Paytm Insider, was a state-of-the-art virtual experience replete with cutting edge features designed to make the at-home experience as immersive as possible. Over 3 days, 65,000 people witnessed the magic of this indie-music festival.

International and homegrown artistes performed from various parts of the world to curate a completely unique never-been-seen set for the Bacardi NH7 Weekender audience. Singapore’s English-Tamil rap sensation Yung Raja enthralled the crowd with his hip-hop performance. His most recent music video, featuring some of Singapore’s popular spots such as Gardens by the Bay skywalk, Singapore Flyer, Esplanade, Little India was played at the festival. Through the music video, Yung Raja took the audience through his music journey and connection with the places close to his heart in Singapore.

Another artiste who headlined the event was Indian-American rapper, singer and songwriter Raja Kumari. Her music video ‘Unstoppable’, a project by the STB and VH1 India two years back, was also screened before her performance at the Bacardi NH7 Weekender. ‘Unstoppable’, as the title suggests, urged viewers to evoke their experience-and-discover spirit by pursuing and living up their passions. Raja Kumari, along with the Chemical Brothers of India’s ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’ had come together to pool their unique talents and the common passion for creativity, music, sounds, dance and entertaining audiences in this music video.

Speaking about this association, G B Srithar, Regional Director, India, Middle East & South Asia (IMESA), Singapore Tourism Board (STB), said “We are delighted to be the ‘Country Partner’ with Bacardi NH7 Weekender. While travel restrictions are still in place, the STB and our tourism partners have been leveraging technology and the digital medium for creative consumer outreach. It is to keep Singapore close to their hearts and minds. The virtual music festival gave us the opportunity to reach out to the young Indian millennials and showcase the vibrant locations of Singapore. We are happy to support our Singapore talent Yung Raja who has a good following in India and Raja Kumari who shares a special connect with Singapore.”

Gunjan Arya, CEO, Only Much Louder adds, “We were happy to have Singapore Tourism Board with us as a Country Partner – it’s great to connect with like-minded organizations who share a similar cultural outlook when it comes to supporting artists.”For more information, visit or or follow us on Twitter @STB_sg (





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