Marketing the arts in a Singapore context: M1 Youth Connection

Introduction
The M1 Youth Connection is an annual event held by The Necessary Stage (TNS). This event is a theatre festival held for, as the name implies, the youth. The festival does not only include theatrical productions but also art exhibitions, concerts.

It is an established event that has been on-going for five years. It is also Singapore’s only annual festival of theatre and other arts for young people. Backed by its main sponsor MobileOne (M1), the youth connection attempts to fulfil its aims.

Aims of the festival:
a. To expose young people to high quality, relevant and meaningful contemporary drama productions for young people
b. To involve young people in art-making
c. To provide opportunities for young people to develop their artistic and aesthetic selves
d. To address issues and concerns relating to young people, and to enable the wider community to access young people’s concerns

Marketing the festival is perhaps one of the most challengin...