Every year, Formula One brings the biggest names in racing and fast cars to sweltering Singapore. But while the motor-heads take to the tracks, the Singapore Grand Prix is also boosting the city-state's live music scene.
For the past few years, high-profile artists have been flying in to perform at concerts that are part of the Grand Prix celebrations. For 2015 Pharrell Williams, Jon Bon Jovi, and Maroon 5 will take the stage.
This influx has helped spark a broader interest in outdoor concerts. Early-bird tickets to this year's inaugural "Road to Ultra" music festival, which features electronic music superstars such as Skrillex, Nicky Romero and Alesso, sold out within 21 minutes.
"People love it. It's the escapism I think," said Michael Roche, executive director of the Singapore Grand Prix.
"It's just a human, emotional thing. So much is on tablets and mobiles and things like that, but people still want to get in touch with the superstar."
Roche also heads up music promoter Live Nation-Lushington, and despite disruption in the industry, he thinks that music remains deeply relevant to people's lives, and says that the big money has simply moved from radio and record labels into live music.
"Acts that we'd pay $100,000 before, became a million. The ones that were half a million shot to $2 million. Nobody could even conceive of that before," he says.
You gotta fight for your right to party
But sold-out concerts don't necessarily guarantee long-term success.
The popular Future Music Festival went bust this year after a string of high-profile cancellations . Anything from artist availability to licensing and permits can present a business risk.
Asia's famously strict drug laws present added complications for producers and promoters.