That Matters, Asia’s only business-to-business and business-to-fan experience held over six days from 20 to 25 May in Singapore, concluded with astounding success with the biggest-ever conference line-up which included Digital, Social, Sponsorship and Music Matters held at The Ritz-Carlton Millenia, Singapore and five days of live festival Music Matters Live with HP at Clarke Quay and YouTube FanFest with HP at *SCAPE. YouTube FanFest with HP registered more than 100,000 viewers who watched their favourite stars perform via YouTube.

Business Matters
Over 1850 participants from 462 companies across 42 countries attended the three-day Digital, Sponsorship, Social and Music Matters conferences held at The Ritz-Carlton Millenia, Singapore, which consisted of 210 speakers including keynote presentations and interviews from advertisers, music industry veterans and digital entertainment creators including Coca-Cola, Mondelez, Maker Studios, global YouTube creators, Universal Music, Glassnote Entertainment as well as 22 roundtables and workshops focusing on digital innovation and entertainment, artist management, mobile and content consumption, social media engagement and more.
There were also lots of evening parties and networking sessions, which included All That Matters Opening Night featuring Samsung, Digital Matters Cocktail Party with E!, Music Matters Cocktail Party with KOCCA and Social Matters Cocktail Party with HootSuite.
(21 – 22 May) Digital Matters Presented by Samsung kicked-off with exciting updates from the world of digital entertainment, including lively exchanges with Peter Vesterbacka, the digital maven behind Angry Birds, while YouTube gurus Alex Carloss (Global Head of Entertainment, YouTube) and Rene Rechtman, President of International from Maker Studios who elaborated on content that excites and effectively engages audiences online.
(21 – 23 May) Music Matters opened with a welcome address by Janice Koh, Nominated Member of Parliament, Singapore, followed by a keynote interview with Max Hole, Chairman and CEO of Universal Music Group International, who highlighted Asia’s growing influence and significance in shaping the future of the global music industry. Apl.de.ap, member of the Grammy award-winning Black Eyed Peas and Co-founder of BMBX Entertainment shared with the audience his musical journey and views of Asia audiences and its potential. An exciting keynote address included Daniel Glass, Founder and President, Glassnote Entertainment Group, one of the most revered independent music labels in the world. Daniel shares with delegates his insights on breaking some of the music’s must successful acts, including Phoenix, Mumford & Sons and The Temper Trap.
(21 May) Sponsorship Matters, presented by FOX International Channels and in partnership with the newly inaugurated Asian Sponsorship Association, premiered at All That Matters with a focus on the importance of sponsorship in the dramatically changing global landscape and audience engagement tools. Sponsorship thought leaders such as Giles Morgan (Global Head of Sponsorship and Events at HSBC), Vipul Chawla (Managing Director, Pizza Hut, Asia FBU, Yum! Brands) and Adrian New (Managing Director, Asia Pacific, Chelsea Football Club) shared tips and advice on how to effectively court quality sponsors and sponsorship activation.
(22 – 23 May) Social Matters in partnership with leading advertising agency network Ogilvy & Mather, made its Singapore debut at All That Matters with two days of thought-provoking insights from industry players across the region. Secrets of digital market were shared by global brands including Unilever, Coca-Cola, Mondelez, Nissan and key decision makers revealed their business insights in producing compelling content marketing and visual storytelling. Attendees took away the latest and brightest updates in the world of social media engagement.

In between conference sessions, attendees across the three conference days were also treated to exhilarating performances by eight of today’s breakout artists from Australia, Indonesia, Japan, Korea, Singapore and Taiwan.

Apl.De.Ap speaking to Dom Lau at Music Matters
Max Hole, CEO of Universal Music Group speaking at Music Matters
Peter Vesterbacka speaking at Digital Matters
Scotts Dinsdale (Accenture) with Guy Nicolucci (Hollywood Emmy screenwriter) at Social Matters
Festival Matters
(21 – 24 May) With an expanded line-up, Music Matters Live festival with HP was held over four nights at various venues in Clarke Quay featuring 60 bands from 18 countries. This year’s festival saw 170 shows played across eight venues in nights at various venues in Clarke Quay featuring 60 bands from 18 countries. This year’s festival saw 170shows played across eightvenues in Clarke Quay, with country showcases from Australia, Canada, Japan, Korea, Philippines, Singapore and Taiwan. An estimated 6,000 fans attended the shows and hundreds of thousands watched the festival via YouTube, which was streamed ‘live’ to the global audience for the third year in a row.
Ash Grunwald performing at Music Matters Live with HP
Jaurim performing at Music Matters Live with HP
Jaurim performing at Music Matters Live with HP
Lim Kim Performs at Music Matters Live with HP
MC Hotdog on Stage at Music Matters Live with HP
The Boxer Rebellion performing at Music Matters Live with HP
The Fountain Stage at Music Matters Live with HP in Clarke Quay
The Fountain Stage at Music Matters Live with HP in Clarke Quay
The Gentle Bones performing at Music Matters Live with HP
TheLionCityBoy, Apl.De.Ap, Slapshock performing at Music Matters Live with HP

(24 –25 May) Following last year’s success,YouTube FanFest with HPreturnedto Singapore for a second year featuring some of the biggest YouTube stars around the region and beyond. With over 50 million combined online subscribers, 18YouTube stars entertained almost 3,000 fans attending the shows and 2,000 fans on the red carpet over three ‘live’shows in two nights at *SCAPE. The stellarline-up features superstar YouTubers including Jenna Marbles (USA), Ryan Higa (USA), Vsauce (UK), Bethany Mota (USA), Tyler Oakley (USA), IISuperwomanII (CA), Troye Sivan (AU), David Choi (USA), Tree Potatoes (SG & MY), Joseph Germani (MY), Xiaxue (SG), Alodia Gosiengfiao (PH), Tosh Rock (SG), Dee Kosh (SG), Trick (SG), ShiGGa Shay (SG), Afgan (ID) and Jakarta Beatbox (ID).

Education Matters

(23–24May) Music Matters with HP Academywas back fora fourth yearmuch to the delight of aspiring musicians in Singapore. Organised by Branded and supported by The Music Society, Singapore (SGMUSO) to help emerging artists to learn, be seen and be heard, the Academy saw mentoring sessions ledby industry heavyweights Apl.de.ap, Thomas Dolby, Benjy Grinberg, Daniel Glass, Brian Message and more. 
(24May) Young YouTubers also had a chance to meet and listen to established YouTube creators through the YouTubeFanFest with HP Academywhich comprised of two half-day workshops to help attendees share, learn and explore everything YouTube related. 
“GivingSingapore three days of the highest level conferences, six days and nights of incredible entertainment and two days of academy sessions, we once again deliveredon our promise to grow the event each year. We’d like to thank our terrific line-up of speakers, bands, YouTubers, sponsors and partners for making thisan unforgettablejourney and we look forward to delivering more memorable performances and groundbreaking industry news and updates at All That Matters next year,” said Jasper Donat, Co-founder & CEO ofevent organisersBranded Ltd. 
All That Matters is proudly supported by the Singapore Tourism Board, Media Development Authority of Singapore and InfocommDevelopment Authority of Singapore. Other key sponsors on board for 2014 are: HP, YouTube, Samsung, Movideo, NBCU, NETS, FOX, Accenture, ESPN, HootSuite, LinkedIn, BMI, Omnifone, Pacific Beverages, Invest HK, My Republic, National Arts Council, Scape, Audio Network, KOCCA, ICON, Sounds Australia, Canadian Independent Music Association, Australian High Commission, Music Publishers Association of Japan, DDEX, CCP, Asia World Expo, BARKS.

All photos credit to Branded Ltd.

Leave a Reply

Your e-mail address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.