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 its soulful and dreamy soundscapes, HONNE has won the hearts of fans worldwide, amassing an online following of over 1 million YouTube subscribers, 1.5 million Spotify followers, and over 4 million online streams per week. Its music transcends language and geographical boundaries, earning them a loyal following in Southeast Asia, particularly in Indonesia, Malaysia, the Philippines, and Thailand.
During HONNE’s 2023 Asia tour, the band sold over 50,000 tickets for their headline shows across the region. Its popularity is a testament to their musical talent and ability to connect with fans, establishing them as one of the most promising acts today.
Terrence Voon, Executive Director, Southeast Asia, STB, 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, 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 and James of HONNE said, “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.”