A Project Initiated by The Arts House to Bring Corporate Sponsorships to a New Level!
Singapore, 21 April 2005 – For the first time ever, musicians NUS Electronic Music Lab will present a 15-minute piece of music combining electronica and MIELE’s latest vacuum cleaners in MIELE Musical Experience, an attempt to provide on occasion in which art is able to articulate and convey the spirit of MIELE – “Forever Better, No Compromise” – in a manner unique to any other!
Said Phan Ming Yen, Artistic Development Director of The Arts House, “MIELE Musical Experience is a project initiated by The Arts House as part of our mission to connect the world of the corporate and private sector with that of the arts. For us, this entire event and collaboration stems from our belief in the possibility of an equal partnership between the arts and businesses that sees the arts as a medium and process that can enrich a product or business with an aesthetic dimension that can reveal aspects of a product or business like no other medium can. We hope that this collaboration between a business (MIELE), the artists (NUS Electronic Music Lab) and an arts organisation (The Arts House) which sees three parties negotiating and engaging in a dialogue to create a common space where all can meet on an equal footing is one that will be repeated and can enrich the lives of everyone involved: those in the arts, those in business and the wider public.”
Said Mr Hans Nasemann, Senior Product Manager of MIELE, "Our objective is to reflect Miele's philosophy ‘Forever Better’ not only in innovative products but in every aspect of our business. The cooperation with The Arts House and NUS Centre for the Arts opens the opportunity to see our products, in this case the new S4 vaccum cleaner, from a new angle. Products of our everyday life become part of a unique performance and enhance our life in a different way. This innovative way of launching the S4 is suitable with Miele's brand positioning and our way of supporting arts in Singapore."
Said Jane Lau, Production Tutor of the NUS Electronic Music Lab – a member of the NUS Centre for the Arts, who developed the concept behind the piece, ”The EML is very excited about working with Miele on this project. It’s very different from the usual commissioned projects where clients tend to nitpick your work and where the artistic work is merely a vehicle to promote their product. This is the first time we are working with a corporation who is very open to the creative process. This time, the artistic work itself appears as important as the product they are promoting. It’s a wonderful opportunity for us to be creative and experiment.”
Indeed, just as how corporations now have to constantly find new ways to launch their new products in this competitive age, artists in Singapore should also challenge themselves to come up with innovative ways to create and conceptualise their masterpieces, be it in the form of music, dance, theatre, visual and literary arts and so forth. Arts sponsorships can now be brought on to a higher level, benefiting the corporations as well as the local artistes and arts groups in a totally new way!
The Arts House at the Old Parliament
Opened in March 2004, The Arts House is Singapore’s newest arts and heritage venue where all are inspired by the arts and where the arts become a fundamental in life through a connection with artists and their works. Built in 1827, Singapore’s first Court House and former Parliament House, is the only gazetted government building designated as a multidisciplinary arts centre. At The Arts House, audiences connect with artists and arts organizations through a broad spectrum of engaging, contemporary arts and entertainment events. The Arts House is managed by Old Parliament House Limited, a not-for-profit full-service arts management company limited by guarantee. For further information, please visit www.theartshouse.com.sg
Miele is a 106 year-old German brand that specializes in premium home appliances. Our state-of-art product range includes multi-functional ovens, steam ovens, hobs and hoods, dishwashers, coffee machines, laundry care and vacuums cleaners.
NUS Centre for the Arts
Established in 1993, the NUS Centre for the Arts (CFA) is a multi-faceted arts agency that promotes the quality and growth of the arts in NUS, Singapore and beyond. CFA’s three main functions are in the areas of management, education and programmes. Besides managing 22 student groups with interests in music, dance, drama, visual arts, film-making and production, CFA also manages the major arts facilities on campus: the University Cultural Centre, Museum, CFA Studios and NUS Theatrette (LT13). As a department of NUS, CFA fulfils its educational role through literary, performing and visual arts programmes.
CFA’s performing arts programmes can be categorized into its five major platforms: Rhythms & Rhapsodies, Dance Reflections, Inspiring Artistes, The Courtyard Sessions, and ExxonMobil Campus Concerts. In addition, CFA also organizes events such as poetry readings, film screenings and visual arts exhibition.
Managed and supported by CFA, the NUS Electronic Music Lab aim to create, perform and record both original and innovative electronic music. These range from experimental electronic music to synthesizer pop; from ambient and underground rave to trance, breakbeat, drum and bass; from hip-hop to avant garde.
For media queries, please contact
Director, Audience Development
The Old Parliament House Limited
1 Old Parliament Lane
Tel: 65 6 332 6901
See Ling Ling
Manager, Marketing Communications
The Old Parliament House Limited
1 Old Parliament Lane
Tel: 65 6332 6903