Chinese New Year 2027 Music Video

Summary

Mediacorp is looking to produce a Chinese New Year 2027 music video for the Year of the Goat, as a key creative expression of the festive campaign 羊年迎春，暖聚万家 (Welcome the Year of the Goat, Bringing Warmth to Every Home)

Objectives

Inspired by the Goat’s associations with auspiciousness, kindness and harmony, the campaign celebrates the warmth that brings people together. We are looking for a festive music video with a strong emotional story that begins with family and loved ones, then extends beyond the home to friends, neighbours and the wider community, reflecting a distinctly Singaporean CNY.

At its heart, the MV should communicate that the warmth of CNY becomes more meaningful when it is shared. The main takeaway of the CNY festive campaign is social connection. We want to position CNY as more than a festival of individual households and family reunions. It is also an opportunity to reconnect, reach out and bring people closer together.

The MV should celebrate shared festive experiences that cross generations, backgrounds and communities, while remaining grounded in Chinese New Year traditions and recognisably Singaporean experiences.

The MV should feel:

Warm, Heartfelt & Connected

• Capture genuine family connections, reunion and intergenerational bonds.
• Show how warmth grows when it is shared with others.
• Your proposed technical approach for capturing a live theatrical performance.

Festive, Uplifting & Joyful

• Feel celebratory, optimistic and unmistakably CNY.
• Go beyond generic festive imagery by focusing on human connection and meaningful moments.

Uniquely Singaporean

• Reflect how CNY is celebrated in Singapore today, across homes, food, language and shared community spaces.
• Balance Chinese traditions with a contemporary and relatable treatment.

Inclusive & Hopeful

• End with a sense of collective celebration, belonging and a warmer, more connected Singapore.

CNY2026 Video Reference:

What Are We Looking For?

1. Singers & MV Cast

   We are open to proposals on the singer(s) and cast, with TCA actresses as key on-screen personalities, subject to availability and approval. Other relevant Mediacorp personalities, creators, influencers or public figures may also be proposed. Casting should feel natural to the concept and support the MV’s emotional and festive tone.

2. Original Song Composition

   The song should feel festive, contemporary and memorable. We encourage fresh, out-of-the-box musical ideas. For example, last year’s song incorporated rap. Please plan for two versions: 1) Mandarin-only, and 2) Mandarin-led with selected dialect lines in the chorus. The overall tone should be joyful and emotionally engaging.

3. Lyrics

   Lyrics should be catchy, easy to understand and sing along to, and reflect themes of warmth, connection, reunion, well-being, care and belonging. For the dialect version, selected dialect lines may be incorporated naturally into the chorus, subject to Mediacorp’s approval.

4. Commercial Sponsorship & Product Placement

   The MV should allow for commercial sponsorship and product placement. Proposals should identify possible moments where brands or products can be integrated naturally into the story, artiste interactions, festive activities or visual environment. Specific clients and products will be confirmed later and will be subject to Mediacorp’s approval.

Scope of Work

The production house will be appointed to undertake end-to-end production of the CNY Music Video, including but not limited to:

• Pre-production
  • Concept and story development for the MV
  • Provision of storyboard (required)
  • Original song and lyrics composition, arrangement and studio recording of the music track, including both required language versions
  • Casting of Performer/singer(s) in accordance with the MV concept/story
  • Integration of sponsors' requirements and product placement, where applicable
• Production
  • Filming
  • Recording
• Post-production
  • Editing
  • Creation and insertion of graphics
  • Up to 2 rounds of revisions

Scope of Presentation

• Concept & Story, including how the campaign theme is brought to life
• Proposed Cast / Talent
• Styling & Visual Treatment of MV
• Song (Music & Lyrics) Concept / Direction
• Proposed commercial integration / product placement opportunities, including how sponsor requirements can be incorporated organically without compromising the creative
• Budget

MV Requirements

• – Primary Language : Mandarin
• – Language Versions : (1) Mandarin-only; (2) Mandarin-led with selected dialect lines in the chorus.
• – Target Audience : Mass
• – Song Duration : 3 – 5 mins
• – Music Video Length : 4 – 6 mins
• – Platform : FTA, Mewatch, YouTube, Facebook, Instagram, TikTok
• – Release : 4 January 2027

Budget

• Total budget: S$80k (including artiste fees)
• Pease provide a budget breakdown

TAFEP Adopters

Production Partner must be an adoptee of TAFEP (Tripartite Alliance for Fair & Progressive Employment Practices) and be registered under the relevant Media SSIC code for Procurement of Services from Media Freelancers

Rights

Mediacorp to own 100% Programme and Underlying Rights

Timeline

Final Deliverables

Note: Final song/MV delivery should account for both language versions above. Exact versioning required for each platform will be confirmed by Mediacorp during production.