Since 1999, the Ultra Music Festival has been creating joy for fans of electronic music around the world. Originally pioneered in Miami, Florida, the Ultra festival is now a global event, with festivals taking place in tens of cities around the planet.
Pico was tasked with delivering the inaugural edition of this signature music festival and building on the Ultra brand by:
－Creating an exceptional experience for festival goers;
－Assisting with the challenges of an untested venue;
－Bringing the world’s biggest independent electronic music festival to Singapore and bringing in various partners to make the event even bigger;
－Ensuring the inaugural event attracted extensive media coverage both pre- and post-event.
Held on September 10 and 11 on a 30,000 sq. m. site near Marina Bay Sands, the debut of Ultra Singapore was a breakthrough for the festival industry in Singapore – this was the largest-ever event we have assisted with.
To do justice to the Ultra brand, the festival had to embody creativity at every turn. With three separate and distinct stages, numerous F&B outlets and a lineup of almost 50 A-list electronic music stars including Afrojack, Above & Beyond, Alesso, Axwell, DJ Snake, Far East Movement, Marshmello, DJ Carnage and Kygo, to name a few of the 47 artistes that Ultra Singapore 2016 delivered.
Fusing technology, music and happiness is never an easy task and an enormous amount of work had to be put in to ensure this result, but it was completely worth it. The blasting sound, blazing lights and pumping beats of this joyful two-day party were simply something that Singapore had never seen before.
Ultra Singapore had to provide value for participating brands. At first this posed a challenge, as Singapore had never hosted such a youth-oriented festival before and thus potential partners were unsure of the commercial value of Ultra. However, with numerous studies underlining the fact that millennials are forming an ever-larger part of the economy, brands began to come around and see the value of exposure.
The Venue was also a challenge as it was an untested venue with no infrastructure components available. Thus, the Pico team had to work with the Ultra team to develop creative ways to create these infrastructure components and to meet the stringent government license and permits requirements.
For the Pico team, the discovery of new partners has opened up new horizons and exposed us to new brands and partners for future engagements, allowing us to further build on our strong expertise in sponsorship marketing.
Right from the on-set, especially working with an untested venue, we required a level of expertise only Pico is able to offer. The team worked with us from start to finish across virtually every component of event production. The team is thorough, results-oriented and very capable of adapting when and where needed.
- Alexander Chew, Executive Producer / Partner, Ultra Singapore Pte Ltd
Festivalgoers: More than 45,000 across 2 days
Truly international event: 15,000 foreign visitors from 41 countries
Online viewers: 500,000+, engaging millions of reactions and responses both locally and globally
All things considered, this spectacular turnout and success has paved the way for a fantastic future between Ultra Music Festivals and Pico.
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