Regina Song
From a viral breakthrough to a regional stage
When ‘the cutest pair’ began finding an audience across social media in late 2024, Modern Doberman recognised an opportunity to bring Regina Song closer to the listeners discovering her music. Within two months, we put together her first overseas tour: four cities across Asia, with time built in for media appearances and connections with local artists.
- Our role
- Tour development · Festival bookings · Regional media relations · Local artist connections
- Markets
- Singapore · Malaysia · Thailand · Indonesia · Philippines
Kuala Lumpur
Bangkok
Jakarta
Manila
Meeting the moment
We began working with Regina as ‘the cutest pair’ was gathering momentum. For a Singaporean artist, the scale of that breakthrough represented a significant opportunity—and a reason to move quickly.
The next step was to give those new listeners a chance to experience her music in person. Working around four of her key markets, we developed the Regina Song fangirl Tour in two months, taking her to Kuala Lumpur, Bangkok, Jakarta and Manila in January 2025. It marked her first time performing outside Singapore.
Making time for each city
The performances were one part of a broader introduction.
We built additional time into each stop for in-person press appearances and media interviews, giving Regina opportunities to share her story with local audiences. We also made space to meet artists in each city, get to know their work and develop a better understanding of the local music scenes.
That approach gave the tour a purpose beyond the shows themselves: helping Regina establish personal connections in places where her music was already resonating.
From headline rooms to festival stages
The fangirl Tour was a sold-out success, bringing Regina’s online momentum into live rooms across the region.
We continued developing her regional live presence by securing appearances at Wanderland in Manila in March 2025 and LaLaLa Festival in Jakarta in August 2025. These bookings brought Regina back to two of her key markets, introducing her music to wider festival audiences following her first headline performances there.
An ongoing relationship
Our work with Regina continues. Modern Doberman is currently supporting publicity for her first-ever headline concert in Singapore, scheduled for November 2026.
Following her overseas headline tour and regional festival appearances, the show marks a new milestone at home—and the next chapter in our ongoing relationship.