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What began as an academic venture has blossomed into a thriving business for Afiqah and Geraldine, the dynamic co-founders of AKAR CO. Their experience at SP was instrumental in shaping their path, marked by determination and a supportive community.

The Spark of Inspiration at SP

Afiqah and Geraldine’s road to AKAR began during their time at SP, where they pursued a Diploma in Media and Communication. Their motivations for choosing this course were personal.

“I was interested in video editing when I was in secondary school. I started with apps like iMovie and was interested in content creation and media. This motivated me to drop the idea of going to Junior College and go to Polytechnic,” recalls Afiqah.

Geraldine, too, was captivated by the world of media from a young age. “I was always interested in Media. Even when I was young, I was exposed to a lot of television shows and movies. The Media and Communication course struck me because it offered a mix of business and creative aspects. That’s why I chose it.”

Their experiences at SP were not just about academic learning but also about adapting to new challenges. “My time in SP went by fast, especially with the first year being during COVID. Everything was online, and the lecturers really supported us in adapting to online classes,” shares Afiqah. This adaptability was a crucial skill that would later serve them well in their entrepreneurial journey.

Getting Down to Business

The dynamic duo also honed their business sense through the course, which offered a broad spectrum of knowledge and skills, blending business practicality with creativity. Geraldine and Afiqah found the curriculum engaging and comprehensive, covering areas from marketing strategies to hands-on media production.

“It was like a buffet of everything. You learn about the business side of marketing and the creative aspects. That really stood out to me,” says Geraldine. This holistic approach prepared them to tackle various aspects of the media industry, equipping them with the versatility needed to start their own company.

From Classroom to Boardroom

The turning point for Geraldine and Afiqah came during the Batey Hackathon in 2021, a competition that challenged them to think outside the box and develop innovative solutions. Tasked with addressing a problem in the creative arts industry, the five-member team, originally known as dreamALIVE (rebranded as AKAR), entered the competition. As performers themselves, they had firsthand experience with the challenges faced by emerging artists. Drawing on their combined expertise in music and dance, they proposed a business aimed at helping local talents kickstart their careers in the industry.

“We wanted to have a go at the accelerated introduction to entrepreneurship course and ended up winning silver, which gave us $3k and mentorship. With support from SPiNOFF and our mentor, Mr Tan Bee Thiam, we decided to start the company,” says Afiqah.

SPiNOFF, SP’s entrepreneurship centre, played a pivotal role in their journey. It provided them not only with funding but also with the confidence to pursue their business idea seriously. “SPiNOFF gave us the resources we needed to build that first step,” Geraldine emphasises. The initial grant was used to hire a lawyer to draft an artist’s contract, a crucial step in onboarding talent and legitimising their operations.

Despite the initial challenges, including a steep learning curve and the need to establish a network in the music industry, Geraldine and Afiqah’s persistence paid off. “A lot of the things, such as the Accounting and Corporate Regulatory Authority (ACRA) registration, Inland Revenue Authority of Singapore (IRAS) tax filing, and starting up a bank account, we had to learn from scratch,” Geraldine notes. Yet, these obstacles only fortified their resolve and sharpened their business acumen.

Supporting Local

AKAR is more than just a talent agency. This hybrid label combines talent management with creative content production and marketing. Geraldine and Afiqah leverage their skills and experiences to offer a unique platform for emerging artists in Singapore.

“We help emerging artists market their work and promote themselves. Our goal is to create content that helps artists build their brand and connect with their audience,” explains Geraldine.

Their approach is multifaceted. AKAR provides talent management, guiding artists through the complexities of the music industry. They also produce high-quality content, from music videos to promotional materials, ensuring that artists have the tools they need to stand out.

Continued Growth

After their time at SP, both Geraldine and Afiqah pursued further education, which significantly contributed to their business acumen. Afiqah studied arts management at LASALLE College of the Arts, a choice driven by her desire to better understand the local music scene and enhance her skills. “I decided to pursue my studies in an area which could help me finetune my skills as well as get the connections and know the industry better,” she explains.

Geraldine, on the other hand, pursued a degree in psychology at the National University of Singapore (NUS). Her decision was influenced by her interest in understanding human behaviour, which she believed would help in crafting compelling stories and managing a creative business. “When you better understand people, you’re also better at telling more relatable and compelling stories,” she says.

Reaching the Community

Afiqah and Geraldine’s journey is not just a story of business success but also of personal growth and community impact. They have become integral figures in the local music scene, fostering a supportive environment for emerging artists. “When I go for gigs now, people come up to me and ask if AKAR is going to create a new show or pitch their ideas. It’s really nice that there’s a community reaching out to us and appreciating our work,” Afiqah shares.

Their events, such as RE:surgence Vol. 1 and Field Trip! at Esplanade Annexe Studio, have been milestones that solidified their reputation and showcased their commitment to the arts. “RE:surgence Vol. 1 was significant. It brought together artists and industry partners, helping us rebrand AKAR and gain more recognition,” Afiqah explains. Geraldine adds, “Field Trip! was a sold-out show and a significant achievement for us as a young company.”

Merging Dreams and Realities

Looking ahead, both co-founders are clear about their future aspirations. Afiqah aims to explore being a festival curator and continue her involvement in the music industry. Geraldine, on the other hand, dreams of making a mark in the film industry. “My far, far, far goal is to have my own feature film out by 30-35. It’s possible but takes a lot of work and budget,” she admits.

Their advice to aspiring entrepreneurs and SP alumni is rooted in their experiences. “Don’t be afraid of rejection and failure. Take your time and don’t rush. Learning from rejection helps you grow,” advises Afiqah. Geraldine echoes this sentiment, emphasising the importance of making opportunities for oneself and treasuring the present.

Passion, perseverance, and the entrepreneurial spirit. Thanks to the supportive environment at SP and the tangible impact of initiatives like SPiNOFF, these two young SP alumnae are writing a story that inspires and resonates within Singapore’s creative industry.

Ms Afiqah Amir & Ms Geraldine Foo
Co-Founders, AKAR CO.
Diploma in Media and Communication (2023)