2.2 Programming

There are at least four key elements in programming success. One of it is the need for a distinguishing core concept in the program. Singapore Biennale 2008 inviteed both regional and international artists to exhibit their works together with those of Singapore artists. Thus, this event provides a platform for collaborations with the global arts community, making the event more meaningful. The second element is the need to marry the event program with its physical environment or site. One of the many exhibitions was held at Marina Bay. The display was actually a projection of the words ‘Beware of the God’ into the sky. In order to complement the display, the projection was done at Marina Bay where the night scenery was commendable, the area being surrounded by buildings such as the Esplanade and Fullerton Hotel. The entire effect was amazing in that surroundings. The third element is the role and operational approach of the artistic director/producer. In this case, one of the purposes of the event was for Singaporeans and Singapore artists to engage with the international art world. In my opinion, they managed to achieve the objective as this exhibition is said to have presented the best of both Asian and international art practices, with 66 artists and art collectives from more than 35 countries and regions and this credit goes to the artistic director/producer, Fumio Nanjo, since he is the one who picked out the art pieces to be exhibited. The third element is the established criteria for program content which I think is referring to the theme for the event this year which is ‘Wonder’. Thus, every art pieces shown in the event has to be related to the theme ‘Wonder’. The program content should also have a standard ratio of the number of local art pieces and those done by international or regional artists. The event managed to make use of this component of the marketing mix effectively. It was able to fulfil the whole purpose of this event and to make sure that the surroundings complemented the exhibits to portray the best effect of the exhibits to the visitors.