Ready, Cassette, Go! | rehyphen

Name of the submitted project or idea (in English or both English and your language)

MusicCloth®
URL of a video introducing the work（under 5 minutes）

https://youtu.be/h9l-bFqwD1U?si=GZ8-oQg1Fz8kf7O9
Detailed explanation of the submitted project or idea (in English or both English and your language)

Singapore faces two key challenges — global climate change and the ageing population in the country. These issues, if unaddressed, could potentially impact our quality of life in Singapore. “Ready, Cassette, Go!” uses music as a medium to encourage the public to reimagine how we care for our planet, and to challenge our community to make waste and memories beautiful. The project’s mission is to collaborate, educate and create change by tapping on five United Nation Sustainable Development Goals (SDGs). This include #8 Decent Work and Economic Growth, #11 Sustainable Cities and Communities, #12 Responsible Consumption and Production, #13 Climate Change and #17 Partnership for the Goals. Besides, it also provides working opportunities for seniors as in-house weavers, and serve as a bonding place for locals and foreigners, academic students and faculty and youth and family. It aligns with the latest SG art plans of strengthening programme design and to firstly maximise the impact of the arts on society, and secondly strengthen communities through shared experiences. The goal is to make Singapore a connected society, a distinctive city that produce creative economy.
How does your work address the 3 P’s (for Planet, for People, for Profit) for Sustainability?

’Ready, Cassette, Go!’ is closing the gap between new and old music, and link them together seamlessly and environmentally. Arts today does not necessary need to categorised as spiritual self-expression of the artists, but it can be an important tool to pass emergency messages to the general public in a non-formal manner. ‘Ready, Cassette, Go!’ consists of three types of cultural values. Cassettes tapes represent cultural moments which has an intrinsic value to Gen X and Millennials. Seniors will find a sense of belonging in this space. They will be motivated knowing that what they owned in the past has now been turned into something useful. The instrumental value here is to use ‘culture’ to achieve mass social outcomes as well as create economic value. It has an institutional value for strengthening community bonds.
Where (country, region, etc.) have you primarily carried out your project?

Singapore, Taiwan, Hong Kong, Dubai, Germany
What is the timeline your project has taken place over?

2018-Present
Keywords

#cassettetapes #music #upcycle
If you have a website for your submitted project or idea, please provide the URL

www.rehyphen.org
If you have a social media account for your submitted project or idea, please provide the URL

http://www.instagram.com/re_hyphen
Special Prize Question 1: Is there a mechanism in place to inherit culture and industry as assets for people living in that area 100 or even 1000 years from now?

The power of reminiscing and evolving nostalgia through viewing old photographs, listening to a familiar song, or tasting childhood foods and smells is one of the best activities that benefit seniors’ mind and body, especially for seniors with dementia. Thus, "ready, cassette, go!" would be a powerful project for seniors to recollect their past memory. "ready, cassette, go!" uses music as a tool to pass emergency climate change message to public; to create job opportunity and reminiscing space for seniors; to turn waste that generate in the past into creative economy; to preserve Singapore’s music and its history; and to bond and strengthen Singapore community. It is an innovative circular system that embrace the change where local and foreigner visitors could participate and be inspired to act differently in their daily life.
Special Prize Question 2: What is the positive impact on biodiversity? Is the project creating a cycle not just from a human-centered perspective but for the entire ecosystem?

As Minister for Culture, Mr. Jek Yuen Thong said in 1974, “A truly Singaporean art must reflect values that will serve Singapore in the long run and it has a significant role to play from within the framework of nation building.” Consider the nation prosperity and the threats tied in with climate change and super-aged nation status, the role of arts is an important question. Arts today does not necessary need to categorised as spiritual self-expression of the artists, but it can be an important tool to pass emergency messages to the general public in a non-formal manner. Singapore should not only strive to be a creative city that has all the 3T’s- technology, talent and tolerance by Richard Florida’s creative class theory, it should also strive to be a creatively sustainable city that is willing to lead and to take up the responsibility to fight climate change. Considering the rising number of seniors in Singapore society, it is important to include our seniors in this process.
Special Prize Question 3: Are you enabling new forms of collaboration with others? New forms of collaboration might include cross-industry cooperation, co-creation with consumers, or role transformations within the supply chain.

We are taking up a role to preserve the cultural roots of Singapore’s music and use music as a tool to pass this emergency climate change message to the next generation. Our main clients and collaborators include:
DBS bank, City Developments Limited, National Heritage Board, Corum Watch Singapore, National Environment Agency, MTV Asia, Singapore Airline,NYC x Design, Grand Design, Airbnb, Swatch Group and more.