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Collective Minds

Digital Marketing

As a collaborative events and talents agency, Collective Minds works with culture-pushers across diverse disciplines that share a goal of gathering like-minded communities through mutual interests. They have brought musicians and performers like Aluna George, Alex TBH, and Craig David to Asia while working to curate entertainment for private events with brands like Chanel, Marc Jacobs, Red Bull, and Edition Hotels.



As a retainer, we spearheaded their digital marketing communications and developed content and paid media strategy to amplify their content through digital channels and brand partnerships for projects undertaken in 2020:

  • Paris My Neighbourhood, a collaboration with Department for Culture, Education and Science of the Embassy of France in Singapore

  • Social media management for now-defunct 222 Arts Club 

  • Majulah Live, a digital music festival with Singaporean artists 

  • Back to Live, a live concert comeback with Singaporean artists


In December 2020, AEG Asia and Collective Minds collaborated with Singapore Tourism Board (STB) to launch a 2-day concert at Marina Bay Sands under the Ministry of Health's pilot programme adhering to safety management measures featuring local artists like Benjamin Kheng, Charlie Lim, Sezairi, and more.

With only a 6-day timeframe to promote the event, we developed and executed a consistent and regular publishing schedule on the dedicated social media channels (Facebook and Instagram); devised a paid media strategy to ensure we achieve the desired objectives in conversion and reach; co-led the art direction for the communication design and offered consumers a value proposition. Furthermore, we formed partnerships and collaborations with the industry influencers, brands alike to give additional amplification towards the event. ​


  • Garnered 2.1 million social media impressions

  • Over 700,000 social media reach

  • Over 8,000 website pageviews

  • Over 60,000 views on Back to Live teaser video

  • Total tickets take-up rate was at 69%

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