It begins, as it always does, with music. On the banks of Clarke Quay, where neon lights spill over the Singapore River, over forty bands from 18 countries will plug in their guitars, tune their instruments and take the stage for Music Matters Live. For six nights from 26 September, the city will play host to an international showcase of new talent, the kind of festival where one moment you stumble across a rising Korean pop act, and the next you’re watching a Singaporean artist share a bill with performers from Indonesia, Australia or the UK. The performances are free, the atmosphere electric, and the promise is simple: discovery.

It’s a fitting opening act for All That Matters, which celebrates its 20th anniversary this year with a bold ambition: to imagine the future of entertainment at the crossroads of culture, technology and commerce. Running from 26 September to 1 October 2025 at the Hilton Singapore Orchard, the festival coincides with F1 Week, giving the city a dual heartbeat of racing engines and creative energy. What started in 2006 as Music Matters has grown into a gathering where leaders from sport, gaming, media, marketing and tech join musicians, executives and fans in shaping the conversations that define what’s next.

For Jasper Donat, CEO and Co-Founder of Branded, the milestone is both personal and global. “When we started this journey 20 years ago, we had no idea that All That Matters would grow into Asia’s most dynamic convergence of entertainment and business,” he reflects. “This year, we’re not only honouring our history but challenging ourselves and our community to shape what’s next.”

But if the festival is about looking forward, it’s also about recognising where Singapore’s creative community already stands. That was evident at the recent relaunch of the official Singapore Chart, now part of IFPI’s Regional Charts covering six Southeast Asian countries. At the launch, the Recording Industry Association of Singapore (RIAS) underlined why the charts matter: “These charts are transparent and with integrity, not something anybody can just make up. You need something like this as an official reference point for all labels and all artists.”

That integrity matters because Singapore’s charts reflect something rare in the region: a true mix of sounds. As RIAS noted, “We have English, we have Korean, we have Mandarin, we have Indonesian, and we hope it continues to be diverse.” For artists like Alif, who is charting not just in Singapore but Malaysia too, this is proof that local music travels, and that the charts provide both recognition and credibility.

Industry leaders see the moment as transformative. IFPI’s CEO, Victoria Oakley, spoke with both candour and passion at the launch: “All too often I go to music events where we don’t have artists, we don’t talk to real people who make real music. So thank you to all of you who have chosen to come and be here with us today.” For her, the charts are about more than rankings: “They matter for fans, who love tracking and following where their favourite artists are. And above all, they matter to artists, who can be celebrated. They give us a single, trusted platform to showcase the strength of the market and celebrate the unique voices within it.”

She pointed out that Singapore’s recorded music revenues are projected to top US$50 million this year, contributing to a Southeast Asian industry ranking among the world’s top 15 markets. “Music is about human connection, identity, and belonging,” Oakley said. “Here in Southeast Asia, music is the heartbeat of the region… With these new charts, we have a powerful stage for your talent, an opportunity to elevate regional artists and connect Southeast Asia’s music to the world.”

Her colleague, IFPI Regional Director Meera Chat, echoed that optimism: “The official Southeast Asian charts have been created by the industry, with the industry, for the industry. Their precision and transparency give them authority and authenticity, ensuring that every stream and every fan counts.” She highlighted how cross-border hits are already reshaping the scene, from Indonesian tracks topping multiple markets to fictional K-pop bands from cinema releases holding No. 1 spots in Singapore. “These successes capture the excitement of our region,” she said, “cross-border hits, rising stars, and an audience deeply engaged and eager to discover the next great big sound.”

For the artists, the recognition is equally energising. Local singer-songwriter Sunny Low described the launch as “a celebration that couldn’t happen without the immense love and support from fans,” while fellow musician Brief called it “a powerful step forward for our regional music. The next ones are going to hit even harder.”

Taken together, All That Matters and the new official charts paint a picture of a region stepping into its own spotlight. Singapore marks itself as a host city for global talent and a regional hub for creativity, a launchpad for Southeast Asia’s most exciting voices, and a stage where local and international culture collide. And in the days ahead, as Clarke Quay fills with music and Hilton ballrooms buzz with debate, the message will be clear: the next chapter of Asia’s creative story is being written right here.

All That Matters 2025 runs from 26th September to 1st October at Hilton Singapore Orchard, with Music Matters Live shows across Clarke Quay. Find out more at www.allthatmatters.asia.