Within Singapore, pop, rock and hip-hop genres are easy to find, but the recent explosion of the electro and house music genres were grossly undeserved. To combat this imbalance in the market, Samsung Singapore created SONAR, Singapore’s first multimedia online and mobile streaming app. It gives fans access to their music and lifestyle across various media with videos, lyrics, fashion news and cultural happenings all at the user’s fingertips while operating on Android and bada platforms.We partnered with top night-life magazine Juice to provide the latest scene content and enlisted celebrated house DJs Chris Ho and Vandetta to be the hosts of SONAR’s flagship channel. But the real voice of SONAR is that of the users. They have ultimate control of their community by being able to “yay” or “nay” songs played and e-mail, text and call the DJs to dedicate songs or make requests in real time.

SONAR gave absolute transparency to a music culture by filling a gap in genre accessibility and ing sustainable community while improving awareness of the Samsung Singapore brand. Within four months of its launch, 64,335 apps were downloaded. That’s a 40 percent growth rate, which far exceeded expectations. SONAR was so effective that more than 100,000 apps have now been preloaded in Samsung mobile devices.We set out to do what Apple couldn’t and succeeded, gaining market share for Samsung in the process. Samsung Singapore’s SONAR continues to let users build communities instead of restricting them to one.