Strike While the Iron Is Hot — Concerts Exclusive to Singapore Are the Way Forward

With its first-mover edge, nation should pursue this strategy for as long as it can before peers catch up

- Anjali Raguraman

In the snaking lines for Lady Gaga merchandise at the Singapore Sports Hub's foyer two weeks ago, one could hear a smattering of Tagalog and Vietnamese, Thai and Hindi, and mainland Chinese Mandarin among the chatter.

It was a smorgasbord sampling of fans from Asia and beyond, who had descended on Singapore for Lady Gaga's only shows in the region at the National Stadium from May 18 to 24.

If they wanted to see the American pop star in the flesh in this part of the world — on a brand-new tour that had been performed in only three other cities — they had to come to Singapore.

As with Taylor Swift's runaway success of sold-out shows in March 2024, the Republic had once again managed to work out such a deal — making sure that Lady Gaga performed only here.

Besides the economic boost, this strategy of securing international superstars for Singapore-exclusive shows could fuel the country's aspirations of being a global entertainment epicentre — and is one that should be pursued for as long as possible.

SLOWER UPTAKE, BUT OPTIMISTIC SIGNS FROM GAGA CONCERTS

In March 2024, US pop star Swift held six sold-out concerts at the National Stadium — a series of shows that were later revealed to have been secured by Kallang Alive Sport Management (KASM), which runs the Sports Hub, and a team led by then Minister for Culture, Community and Youth Edwin Tong.

Swift set a high bar, with six shows that sold over 300,000 tickets. Her concerts as well as British band Coldplay's six shows in January 2024 injected up to $450 million into the Singapore economy, bringing in high international visitor arrivals, hotel occupancy rates and tourism revenue, according to private-sector estimates.

Lady Gaga's shows were expected to draw over 200,000 local and international fans, according to KASM.