When Getai Stars Turn Into Live‑Stream Sales Superstars
With the pandemic pulling the rug out from under live Getai shows, Singapore’s iconic stage performers are swapping their usual “song‑and‑dance” act for something a bit more practical: selling everything from hand cream to fresh seafood on a virtual stage.
Why the Switch?
The Great Gloom of COVID‑19 has left a big hole in our pockets. With porters pausing the Grammys for a virtual kitchen show, Getai hosts and singers are now standing in front of webcams to tug at our wallets. “We don’t really have a choice,” says 32‑year‑old Lee Peifen – a host who loves a good tune just as much as she loves a good purchase.
Getai Traditions Re‑imagined
- Getai are free concerts that usually sprout up around the Hungry Ghost Festival, offering a mix of music, comedy and community spirit.
- Since physical crowds are no longer allowed, the only “fans” roaming around are those online, sitting along with their laptops or phones.
- Traditional “chōpě” (the local term for reserving a slot in a show) has been replaced by “click‑and‑shop” – pay, place your order, and voila!
Buying the New Underground
Corporate sponsors have swooped in to fill the gap, arranging virtual Getai events that blend the beloved talents of respected singers—like Sherraine Law (27) and vintage veteran Marcus Chin (66) – with flashy product promos.
Marcus, who usually trades in selling heat‑wave blankets in the off‑season, now transacts vitamins, sauces and even the occasional raw fish. He admits sales isn’t as easy as belting a back‑in‑the‑day hit: “You’ve got to learn the tricks of the trade – lucky‑draws, free gifts, audience timing.”
Lee’s “New Normal”
Lee hosts 13 shows this season and feels a rather dramatic cut in income (down to about 35 % of her usual earnings). “These online shows are harder truths – the audience can instantly see in the comments if you’re nailing it or not.”
Liu Lingling: Boss Mode
Veteran host Liu Lingling (55) will only do the live‑stream sales if the company lets her curate the show – giving her the chance to line up other Getai singers and musicians, ensuring they get both work and a spotlight.
She’s hopeful the ‘normal’ hustle will return next year, but for now, she’s “adapting to feed ourselves.”
Getai Goes Digital
While this may sound like a new form of “influencer marketing,” it’s all about keeping a community afloat in a world that needs… a bit more supporting hand. For Getai’s present, the music and the merchandise will both be played — live‑streaming style. The night is young, and it’s both a laugh‑filled performance and a tiny marketing adventure.
