How this S’porean DJ trio is revitalising the local club scene with wacky themed parties

Loud pounding music, strobing lights, and sweaty bodies that reeked of alcohol—that scene is what many of you might envision when clubbing is mentioned.

While we agree that some enjoy it, not everyone can appreciate the same EDM tracks and Spotify Top 40 hits, including Singaporean DJ trio, Vira Suria, Ashraf “Ash” Karim, and Ahmed “Fai” Faizal, who are also founders of Culture SG.

According to the founders, Culture SG was formed in response to the local clubbing scene becoming “stagnant”—with the same concepts being recycled and the lack of “fresh” ideas.

“Most venue owners and promoters seemed to be playing it safe, sticking to tried-and-true formulas that guaranteed steady earnings but didn’t push any boundaries,” said Vira.

That’s when they had their “a-ha” moment. The trio saw a “hunger” among clubgoers for a more curated and elevated experience from the typical clubbing scenarios. So, they took up the opportunity by introducing new music genres and immersive themed nights, and hopefully, fostering a stronger sense of community.

To revitalise the local clubbing scene, all three founders collectively invested around S$6,500 of startup capital, and Culture SG was born in 2021.

Starting their business during the pandemic

However, they were in the midst of the COVID-19 pandemic, when many clubs in Singapore shut down due to financial constraints.

The circumstances forced many DJs to seek alternative sources of income, pivoting to online and livestream gigs to continue connecting with their audiences and practise their craft.

Despite their efforts, it often did not compensate for their losses from the lack of in-person events, as the digital space was becoming saturated quickly, making it difficult to stand out and monetise effectively.

To support themselves, all three founders took on part-time jobs in other sectors—a major change in their routine as they had to balance new work responsibilities while refining their DJ skills.

The uncertainty of when measures would be lifted and when we could return to normal operations added another layer of stress. It required us to constantly adapt our plans and expectations, all while trying to stay motivated and relevant in a rapidly changing landscape.

Despite these challenges, this period also pushed them to innovate and hone their skills, eventually changing their approach to running the business.

Catering to a “lost generation” of clubbers

Due to the COVID-19 pandemic, many were not able to experience the clubs when they hit 18 years old, and hence, were looking for fresh, exciting experiences to make up for “lost time”—a gap that did not go unnoticed by Culture SG.

To establish themselves as “the go-to destination for unique, trend-driven nightlife experiences”, the founders made several changes to the business, starting with their themed parties.

Audience involvement is a pillar of Culture SG’s business, as the team looks to their requests and the latest trends to decide the theme of their parties so they can create memorable, high-quality experiences that resonate with people.

However, there were instances where people classified them as another party organiser or DJ collective that solely held themed parties, which, according to the founders, was only a fraction of what the company offered.

While themed events are indeed part of our repertoire, we quickly realised we needed to better communicate the full range of our services.

We’re not just about creating unique nightlife experiences—we also provide comprehensive event solutions and marketing services for established corporate companies.

The trio also made the conscious decision to bootstrap the business, allowing them to retain full control of their vision and direction from the get-go. Yet, they have also struggled to fund their events, pushing them to be strategic with how their limited capital is used.

When asked about Culture SG’s monetisation model, Vira explained that the business leverages two key areas to diversify its income: direct consumer sales (i.e. ticket and merchandise sales) and B2B services (i.e. event solutions, events and marketing partnerships).

He also acknowledged that financial challenges are common in the events industry, but with a robust model, the business can adapt to market changes and capitalise on their expertise in the sector.

To educate people about what Culture SG truly brings to the local party scene and beyond, the team employed several strategies, such as creating behind-the-scenes content on social media.

Moving to bigger and, maybe, better things

Since its inception and the lifting of social distancing measures, Culture SG’s parties became extremely popular among the younger generation of clubbers, with tickets selling out within minutes upon release.

The founders shared that they were able to expand the B2B side of the business and organised larger scale events. Notably, the company collaborated with global creator and entertainment company Gushcloud for MOOD:LIVE, which was touted as Singapore’s largest hip-hop festival.

Currently, the team is hosting weekly events with their second edition of Neighbourhood Desk Tunes, a party that spotlights local artists at Kim San Leng Coffeeshop locations.

Moving forward, all three founders have expressed that they aim to double down on maintaining their niche in the local club scene.

As to how they plan to do so? Sad to share that their lips remain sealed… for now.

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Featured Image Credit: Culture SG