Since opening in September 2023, Aloft Singapore Novena has made a concerted effort to showcase homegrown music through their dynamic live programming.
With their growing repuation as a local music hotspot, the vibrant hotel commemorates its first anniversary by partnering with Hear65 to launch a 12-hour cumulative music marathon at Live @ Aloft! This inspiring initiative fast-tracks Aloft's previously stated commitment of showcasing over 50 Singaporean musicians by the end of 2024, echoing their signature programme’s dedication to support the local music scene.
A study conducted by the National Arts Council (NAC) in 2021 revealed that 75% of respondents expressed interest in continuing to listen to local music after initial exposure. In response to this, Live @ Aloft began to provide local artists with a valuable platform to spotlight their talents to both local and international audiences. This philosophy is very much in line with Hear65's national movement to increase awareness of Singaporean music.
View this post on Instagram
“We are excited to partner with Aloft Singapore Novena as they celebrate their first anniversary. Through this collaboration of Hear65 with Aloft’s Live @ Aloft programme, we are offering a vibrant stage for our local talent, as well as enriching the arts tapestry of Singapore. This partnership is a good example of how the public and private sectors can work hand in hand to play a pivotal role in amplifying homegrown artistry and fostering a deeper appreciation for our rich music scene,” shares Serene Lim, Director of the Arts Ecosystem Group (Performing Arts) at the NAC.
As the first and only Aloft Hotel establishment globally to work hand in hand with a national movement, Aloft Singapore Novena pioneers unique initiatives that go beyond typical hospitality offerings. Having already surpassed 100 hours of live performances, featuring over 20 unique local singers thus far, the Live @ Aloft programme aims to double the performance hours, and achieve over 200 hours of live performances by the end of this year.
View this post on Instagram
“Celebrating our first anniversary with Hear65 is a proud moment for us. At Aloft Singapore Novena, we see our hotel as a dynamic cultural hub where diverse voices come together., said Mr Tan Kim Seng, General Manager at Aloft Singapore Novena. “This partnership highlights our commitment to nurturing local talent by offering emerging singer-songwriters a unique platform to connect with a wider audience. The Live @ Aloft programme differentiates Aloft from other hospitality establishments as tourists increasingly seek immersive experiences tied to cultural identity. This collaboration reinforces Aloft as a place where culture and hospitality intersect meaningfully.”
The inaugural 12-hour cumulative music marathon will feature performances from a series of Singapore’s up-and-coming performers, known for their electrifying stage presence and diverse musical talents. Over the next 2 weeks, Aloft Singapore Novena's lobby will feature emerging talents such as Elaine (27 September), rhyu (4 October), and Shelby (5 October), among others. Guests can keep a lookout for such performances every Friday at Live @ Aloft from 7PM to 10PM.
Click here for more information, or follow Aloft Singapore Novena’s Instagram for the latest updates.
