Some of our most experimental ideas didn’t come from technology. They came from conversations. This is how the Eras Tour influenced Merlins Screen to Streets thinking – because the magic is on the streets.
While traveling, we spent time speaking with fans — Swifties — around the Eras Tour stop in Singapore. What stood out wasn’t the concert itself, but how people arrived there. Fans came from across Asia, Europe, Australia — many countries converging on one city. For a few days, Singapore wasn’t just a host city. It became a shared emotional space.
People weren’t talking about set-lists or production. They talked about the journey.
The streets. The energy. The feeling of being surrounded by others who had traveled just as far — emotionally and geographically — to be there. It became clear that the experience of culture doesn’t begin on stage. It begins in the city.
That realization stayed with us.
At Merlins, our Screen to Streets thinking grew from moments like this — where fandom spills beyond venues and into cafés, sidewalks, queues, and late-night conversations. Where excitement isn’t observed from afar, but felt from inside the crowd. Those conversations helped shape our curiosity around presence, first-person perspective, and capturing moments as they’re lived — not performed.
The technology came later. The insight came first. That’s where our micro-dramas begin.