Rock band Deep Purple taps TikTok influencer Self Help Singh to promote SG concert

English rock band Deep Purple has tapped South African comedian and TikTok influencer Masood Boomgaard to promote its upcoming concert in Singapore.

Boomgaard will work alongside LAMC Productions to promote the concert happening on 1 May. As part of the campaign, Boomgaard will channel his popular character, Self Help Singh, and encourage people to travel to Singapore to catch the "forefathers of heavy rock" play live.  

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According to Lauretta Alabons, founder of LAMC Productions, the Singapore concert is Deep Purple's only show in Asia. It could also be the band's final tour to the region. 

"We've already had people from more than 40 different countries book tickets. This could be their final tour to the region, so we worked with Masood to help us reach out to a younger audience that may only have this chance to see one of the most influential bands in the history of rock music," said Alabons.

"As Self Help Singh says, 'time is precious and so are the tickets'," she said.

Currently, Boomgaard has over one million followers on Instagram and one million followers on Tik Tok. His shows have previously been promoted by LAMC Productions across Asia.

"We've worked with Boomgaard before and we're already seeing a reaction from his fans in terms of social buzz and ticket sales. We're looking forward to bringing him back to the region soon to perform live," added Alabons. 

Tapping a comedy influencer like Boomgaard to promote a rock concert is a particularly interesting move. According to influencer marketing platform Partipost, influencer marketing has become a mainstay in the marketing landscape and is only growing in popularity.

This is especially since 67% of marketers said that they are upping their investment in influencer marketing this year. 

Out of the marketers who are increasing their investment in influencer marketing, 23% have dedicated nearly half of their total budget to it. 

This surge is likely due to the evolving consumer landscape where today's consumers crave authenticity, a personalised touch and narratives that resonate with their personal experiences and aspirations. 

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