SGAG CEO Karl Mak confident on bringing fun DNA offline as brand turns 10

Singapore comedy content platform, SGAG, plans to go beyond online content production by expanding the brand's offline touchpoints to engage its audiences. In a conversation with MARKETING-INTERACTIVE, CEO Karl Mak shared that the ambition to translate its fun engaging content products to real life experiences has been in the works from 2020, but was put on hold due to the pandemic. However, as the markets slowly start to open and consumers start looking for new experiences, plans have been revived as the brand turns 10. 

The ambition to create experiences first began when the brand created its bespoke card games and saw great feedback from its fans and communities. Last year the team also collaborated with partners to create the Bubble Tea Factory - a pop-up showroom in *Scape for two months showcasing Singaporeans' love for the beverage.  The exhibition was interactive, engaged and was one of the first of its kind in Southeast Asia with Instagram-worthy spots to lure Millennials.

Mak said:

Our DNA has always been to bring Singaporeans together with fun and laughter. The success of the cards and The Bubble Tea factory gave us confidence that we could do more and create events and experiences that would transcend from digital content into the physical realms. 

Mak added that the company is in talks with potential brand partners to co-build new experiences for Singaporeans.

Simultaneously, the brand also plans to nurture a new generation of content creators who can contribute to the brand's vision of increasing emotional uplift and resulting in a positive brand experience.

This comes as the brand celebrates is 10th anniversary on 6 February. Founded in 2012 by Adrian Ang and Karl Mak, the SGAG team has grown from strength to strength, amassing a following of 2.46 million on Facebook, Instagram, YouTube, and TikTok. According to the company, its videos garner an average of 5.57 million views per month and it has worked on 2,118 campaigns to date. Among the list of clients it has worked with include McDonald's, Disney, Lazada, and Hasbro.

It currently has 60 full-time employees and is also present in Malaysia, Indonesia and the Philippines. Last November, SGAG's parent company Hepmil Media Group bagged US$10 million in Series A funding for its regional expansion. The funding is said to further deepen the content capabilities of SGAG, as well as MGAG and PGAG to support new niche content areas, including social commerce capabilities. The funds will also be used to expand its esports and gaming network, as well as grow more revenue streams. 

Ang, who is co-founder and chief creative officer of Hepmil Media Group, described 10 years to be an amazing milestone and that SGAG would not be where it is today without the support of its team, partners, and fans. "We’re proud to have created SGAG to show that Singaporeans do have a sense of humour, and we want to continue to be a go-to for all things entertainment that is not only locally relatable but globally relevant. As such, we decided to mark this important milestone with a series of content that will bring old and new SGAG fans together to enjoy what we’ve created together as a community," Ang said.

Meanwhile, Mak, who is the CEO and co-founder, said they would have never thought that a hobby page that started back in school would birth a business that would reach millions of people locally and globally. "Ten years may be a milestone to be celebrated, but this also marks a new page for us as we evolve to set the stage in becoming a household name for all things entertainment – in Singapore and beyond. We aim to chart the direction for Singapore’s entertainment industry through creative content and solutions which will continue our mission in making every Singaporean’s day a better one while exploring new channels and platforms to reach more audiences," he said.

Mak said the team is also extremely thankful to its clients, investors, and audiences who have supported and journeyed with SGAG for the past decade. "Without them, none of this would be possible," he added. To mark its 10th anniversary, SGAG will be releasing a series of special content across its Facebook, Instagram, YouTube, and TikTok channels to thank fans. It will kick off with an anniversary music video titled "Who knows SGAG more?!" that will go live on its platforms on 6 February.

On the content creation front, Hepmil Media Group rolled out Hepmil Creators' Network in 2020 to offer Southeast Asia's independent comedy content creators, including those on TikTok, with business opportunities. This is all while leveraging the company's expertise in comedy to mentor these talents.

Targeting Millennials and Gen Zs, the network will support brands and agencies in partnering independent creators in the region to develop resonating and brand safe content for the audience, first on TikTok then on Facebook, YouTube and Instagram. 

Related articles:
EVOS Esports and SGAG's sister firm eye Indonesian ad dollars with exclusive inventory
SGAG says 'KTHXBUY' as it jumps on shoppertainment hype with Lazada tie-up
SGAG and MGAG parent firm rolls out inventory targeted at esports and gaming channels
Media owner of SGAG and MGAG bags SG$1.3m in pre-Series A funding