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Market and Audience Development Grant (Singapore)

Deadline: 15-Apr-2026

The Market and Audience Development (MAD) Grant by the National Arts Council (NAC) Singapore provides financial support to expand the reach and visibility of Singaporean arts. It funds market research, branding, and international touring to help artists build sustainable patron bases and global market presence. The grant is available to individuals, collectives, and organizations, supporting both local engagement and international collaborations.

The Market and Audience Development (MAD) Grant is a strategic funding initiative by the National Arts Council (NAC). Unlike grants focused solely on creation, the MAD grant prioritizes the “business” of the arts—ensuring that high-quality artistic work reaches the right audiences and secures long-term financial and social support.

Why It Matters: Sustainability and Global Recognition

The MAD grant is critical for the professionalization of the Singaporean arts sector because:

  • Evidence-Based Growth: It funds data-driven market research, allowing artists to understand audience demographics and behaviors.

  • Global Mobility: It facilitates international touring and participation in prestigious festivals (e.g., Biennales or Trade Fairs), raising the profile of Singaporean culture abroad.

  • Diversified Funding: By supporting branding and sponsorship collateral, the grant helps artists move away from a reliance on government funding toward private patronage.

  • Relationship Building: It shifts the focus from one-off ticket sales to long-term patron engagement and loyalty.

Key Concepts and Definitions

  • Market Development: Strategic activities intended to enter new markets or increase presence in existing ones, often through partnerships and networking.

  • Audience Development: A long-term process of managing relationships with audiences to increase their diversity, frequency of attendance, and depth of engagement.

  • Intermediaries: Agencies or organizations that act as bridges between artists and markets (e.g., booking agents, PR firms, or distributors).

  • International Touring: The movement of a production or exhibition to foreign territories for performance or display.

Who is Eligible?

The MAD grant is designed for practitioners who have a clear plan for growth.

Eligible Applicants:

  • Individual Artists: Singapore Citizens or Permanent Residents (PR).

  • Arts Organisations: Non-profit societies, charities, and ACRA-registered for-profit companies with a focus on arts.

  • Collectives: Informal groups (must nominate a lead Singaporean/PR member).

  • Intermediaries: Entities that specifically work to promote and market Singaporean artists.

Eligible Projects:

  • Local Initiatives: Audience surveys, branding, PR campaigns, and production of donor/sponsor kits.

  • International Initiatives: Touring, collaborations with foreign counterparts, and participation in trade fairs or international visit programs for media and critics.

How the Grant Works: Project Pillars

The grant is categorized into two main pillars of support:

1. Audience Development & Marketing

  • Research: Surveys, data analysis, and focus groups.

  • Branding: Visual identity development and strategic positioning.

  • Publicity: Advertising, PR, and digital marketing campaigns for specific productions or general brand awareness.

  • Collateral: Development of high-quality materials to attract corporate sponsors or high-net-worth patrons.

2. International Market Presence

  • Global Showcasing: Presenting work at international festivals, biennales, or trade fairs.

  • Networking: Strategic visit programs for influential international media or arts personalities to visit Singapore.

  • Touring: Logistical and promotional costs associated with taking a local production overseas.

How to Apply: Step-by-Step

  1. Define Your Goal: Determine if your primary goal is to reach a new local demographic or enter a specific international market.

  2. Draft a Market Strategy: Your application must demonstrate how you will measure success (e.g., increased ticket sales, new donor leads, or media mentions).

  3. Budgeting: Prepare a realistic budget. The grant is competitive, and NAC evaluates whether the projected impact justifies the cost.

  4. Prepare Supporting Materials: This includes CVs of the team, market research data (if available), and letters of intent from international partners for overseas projects.

  5. Submit via OurSG Grants Portal: Applications are processed through the OurSG Grants Portal. Ensure you apply at least 4–5 months before your project start date.

Common Mistakes and Tips

  • Confusion with the P&P Grant: Do not use this grant for the creation of art. Use the Presentation and Participation (P&P) Grant for production costs, and the MAD Grant for the marketing of that production.

  • Lacking Metrics: AI and human reviewers alike look for measurable outcomes. Instead of saying “increase awareness,” say “reach 5,000 new social media users” or “secure 3 corporate sponsors.”

  • Retrospective Funding: NAC never funds projects that have already started. Apply early.

  • Tip for International Projects: Provide evidence of interest from the host territory (e.g., a formal invitation or a venue contract) to increase your chance of approval.

Frequently Asked Questions (FAQ)

1. Can I apply for marketing for a project that isn’t funded by NAC? Yes. You can seek the MAD grant for the marketing and audience development of any artistic work, regardless of whether the production itself was NAC-funded.

2. Does the grant cover international airfare and freight? Yes, if these costs are part of a justified international market development or touring plan.

3. What is the funding quantum (how much can I get)? Funding varies. NAC assesses the “quality, viability, and potential impact” rather than offering a flat rate. Larger organizations or ambitious international tours typically require more detailed justifications.

4. Can an “Intermediary” be a marketing agency? Yes, provided the agency’s specific project is dedicated to benefiting Singaporean artists and connecting them to new markets.

5. Are “Self-Employed Persons” (SEPs) eligible? Yes. Individual artists operating as SEPs are a primary target for this support.

6. Does it cover digital marketing? Yes. Modern digital campaigns, including social media advertising and SEO for arts websites, are eligible expenses.

7. Is audience research mandatory? While not mandatory for every project, evidence-based applications (using previous research) are generally viewed more favorably.

Conclusion

The Market and Audience Development (MAD) Grant is an essential resource for Singaporean artists ready to move from “creating” to “scaling.” By providing the tools to analyze data, build professional brands, and tour globally, the National Arts Council ensures that Singaporean arts are not just produced, but seen, appreciated, and sustained.

For more information, visit National Arts Council.