Danny Loong still remembers the beginnings of Timbre Group, when he sat at Timbre @ The Substation with Co-Founder Edward Chia. “I was nervous yet excited, watching people trickle in while worrying about possible rain and a low turnout.”
That edge of tension reminded him why his mission was worthwhile. Formerly the leader of the Singapore Universal Blues Band, also known as Ublues, Loong and his bandmembers represented Asia at festivals in Australia, Spain, and the US. Back home, he felt musicians were not respected as professionals and lacked support to thrive.
“How can we give local artists a sustainable career?” he asked. With a clear focus on fair pay and treating performing live music as a profession, he launched the first Timbre @ The Substation in 2005.
Now CEO of Timbre Group, he continues to nurture local talent by helping musicians and food entrepreneurs expand locally and worldwide. This year marks its 20th anniversary, a milestone Loong could hardly imagine back then. “In 2005, it was just about creating a stage for local musicians. After all the storms we’ve weathered, we never imagined we’d still be standing 20 years later,” he says.
Among the biggest challenges was the Covid-19 pandemic, which nearly silenced live music in Singapore. Venues closed, livelihoods were lost, and nightlife took a heavy hit. How did the company pull through the crisis? “We survived because of our team, our musicians, and our patrons. It proved that music really brings people together in tough times.”
Timbre Group also doubled down on the fundamentals by supporting musicians through live-streaming services and helping food partners stay afloat by optimising costs. Additionally, it organised Goodbye Garden, a series of 66 concerts held in 2021 under strict Covid-19 restrictions as a heartfelt farewell to Timbre @ The Substation.
Loong’s own experience with the Ublues reminded him of the challenges he faced as a musician in Singapore. As a result, Timbre Group remains committed to grooming local talent. To build a legacy, artists need more than just a stage; they need a sustainable income, mentorship, and visibility. “Talents like Gentle Bones and The Sam Willows flourish when given respect and a platform,” he adds.
A guiding philosophy at Timbre has always been “Music is food for the soul ”. Loong believes it connects, heals, and brings joy beyond our physical needs. “The power to uplift, especially our youths and the local music community, is deeply personal.”
The company celebrated its anniversary at Timbre+ One North with festivities kicking off on July 31. In addition to a nostalgic reunion performance by original house band Jack & Rai ft. EIC, the event featured crowd favourites, such as Bushmen, The Day Trippers, and Peep Show, as well as various promotions.
Its 20th year also marks the launch of two new venues that reflect Timbre Group’s evolving vision. One of them, Timbre+ Hillview, is an urban food park located within the new Central Manpower Base (CMPB) development. Open daily from 7am to 10pm, it houses 27 F&B stalls, ranging from beloved hawker classics like Briyani Hub to modern local brands such as Munchi Pancakes, and chef-driven concepts, including Ramen Taisho and Timbre Signatures.
The space aims to celebrate Singapore’s evolving food identity in a vibrant, communal setting. Since its soft launch, it has seen strong weekday lunch crowds and family footfall on weekends, with tenants reporting encouraging early sales.
Reinforcing Timbre’s commitment to supporting local talent, it also presents live music four nights a week (Thursday to Sunday), featuring resident and guest bands, such as Luke & Shan, The Music Affair, and Uber Duber.
Timbre Signatures Café @ Siglap, the other venue, is the group’s first cafe focused on social causes. Developed in collaboration with New Hope Community Services, it features a thoughtfully curated menu by consultant chef and Singapore Culinary Olympian Triston Fang.
Founded with a mission to build community through culture, Timbre’s legacy goes beyond entertainment. In addition to youth mentoring programmes and initiatives like Respect SG, which provides students with F&B experience, its investment in social impact and talent development remains “its north star”, says Loong.
According to him, Timbre supports causes that reflect its values of access, uplift, and inclusion, including youth music education, inclusive hiring, and community wellness. “We measure our impact through outcomes such as youth engagement, the partnerships we incubate, and the visibility we create. Revenue is not the only thing that matters.”
At the core of Timbre’s CSR initiatives for 2025 is a pay-it-forward initiative to provide instruments and musical education to underserved youths. The campaign drew national attention when Prime Minister Lawrence Wong auctioned his Paul Reed Smith guitar earlier this year to raise funds for 600 aspiring musicians. There was something
deeply symbolic about this moment, which powerfully displayed how music can be a means of uniting communities.
Loong is optimistic about Timbre Group’s future as it approaches its next decade. He is looking forward to developing more venues, fostering meaningful collaborations, and building a stronger sense of social purpose through hybrid food-music festivals, educational programmes, youth leadership initiatives, and cutting-edge technology such as robotic kopi arms.
“Always music, always community, always evolving,” he muses.
Lessons For Timbre’s Next Decade
- Art thrives when combined with business discipline. Passion must be grounded in reality.
- In a community, nothing is static. Resilience comes from staying adaptive, collaborating, and innovating, especially during disruptions like Covid-19.
- Master the business side early by understanding operations and finance.
