Singha roots for creativity with festival for artists, inventors

Through a concept of creating “a festival of the inventors” and “a festival of phenomenon”, the event will be held on January 30-31 at the Makkasan Airport Link.

It aims to differentiate itself from other events that celebrate ideas and creativity and become an acclaimed happening. 

PongsakornTaweetanasap, event and brand manager for the Singha Corporation, said that in 2016 the company would focus on creative events. 

He said each event must be based on a big idea and must be a different, never-before-done event to reflect Singha brand’s personality and young-generation image. 

“As an organiser of the Singha Craft event, we consider several factors when we come up with it and we are confident that differentiation would attract our target consumers,” he said. 

“Same-old events cannot catch up with the diverse group of consumers whose behaviour has changed rapidly. Singha Craft will be a starting point of something creative and clear goal for certain groups of target consumers. 

“And we hope to open a new chapter, particularly a creative one, among the event organising circle in Thailand.”

Muse Corporation managing director Ram Ratanaporn said Yuccie, or young, urban creative, was a global trend. That was replacing the hipster trend. 

Yuccies are those who love to be creative. They are free-spirited and want to be successful in life by finding success in their own way. They consume creative work and don’t imitate or copy anyone. 

“I think that Singha Craft can closely answer to their lifestyle,” Ram said. “As a creator of this event, I think it is a challenging work to come up with something like this, as the event organising market is currently highly competitive. 

“There are so many concerts and festivals to come to every week. To think of something different, with a clear concept and creativity, is what each event should have had. So we hope the Singha Craft will impress everyone who would like to come. And we promise to bring you something new every year.”

The event’s highlights will include performances by Jessemek; Mattnimare; Young Man and the Sea; Sundaydrive; The 38 Years Ago; My Life as Ali Thomas; Moving and Cut; Somkiat; The Richman Toy; Polycat; Proud, T-Bone; Apartment Khunpa; and Greasy Cafe.

It will be divided into more than 10 zones including: “The Feast” with sweet girl Oom Napat; “Singha Salon” by Ong-Pawit from Saloon of Salon; “Singha Selected” by Pek Zeal; the “People on Pause” store and other restaurants; “Singha Invention”; and “Vinyl Van” for vinyl record lovers.