How the Leading Artist Management Agency digitally transformed its Brand Strategy

Fly Entertainment


Media & Entertainment

The Project

Brand Strategy and Business Process Transformation

Known as the champion for artistes in South East Asia, Fly ENTERTAINMENT has always fought its fights as David would have against the Media Goliaths globally.  Today FLY ENTERTAINMENT has produced South East Asian Regional stars like Henry Golding (Crazy Rich Asians), Allan Wu (The Amazing Race), Tan Kheng Hua (Crazy Rich Asians, Phua Chu Kang), Benjamin Kheng (Sam Willows, BenZi Project). After 20 years in the industry, it was time to embrace FLY Entertainment’s coming of age and re-define her Brand positioning to take the brand into the future.

With the support from ESG and IMDA, Astreem, was selected to conduct a Brand transformation project leveraging technology.

The Brief

To re-imagine the FLYENTERTAINMENT Digital Brand strategy so as to strengthen her position as the Leader in Artiste Management in South East Asia, both in brand positioning and product offering.

Simultaneously, FLY ENTERTAINMENT was ready to embrace digitisation and wanted to ensure that the branding and business process transformation would happen hand-in-hand.

The Discovery

Interviews were conducted with a cross section of FLY ENTERTAINMENT’s Artistes reflected their views on the agency’s Value add and what being a FLY ENTERTAINMENT Artiste meant to them. Internal  Stakeholder interviews were also conducted to understand how the business was conducted and what the key processes were.

Brand Transformation Road map

Through the findings derived from the conversations with many artistes, the need to expand FLY Entertainment’s role as the Leading Artiste Management Agency in SEA became clear. What started out as a project to leverage technology in FLY ENTERTAINMENT’s Brand strategy evolved into developing new strategies that could potentially disrupt the Casting sector.

The team at Astreem and FLY ENTERTAINMENT put togethr new ideas to:

  1. Create Corporate Owned Events to increase IP Value
  2. Develop the road map towards building a new way to facilitate casting
  3. Re-design the lead management and implementation process.



The brand transformation was focused not so much on the way the brand looked but was more on the positioning of the FLY ENTERTAINMENT as the advocate and thought leader serving to bridge casting opportunities between South East Asia leveraging technology. At the end of the project, a new new brand paradigm was designed and it was through this new positioning that all other communication and technology implementation was conducted. Some projects slated to be developed are the New FLY Branded EVENTS as well as developing a disruptive and scalable Digital Casting Platform.

The Outcome

Even before the project was complete, COVID 19 hit. Due to the on-going work on Brand Strategy Transformation leveraging technology, FLY ENTERTAINMENT was able to embrace the sudden digital acceleration of  the entertainment industry. Today, the FLY ENTERTAINMENT Team is managing its business through Digital processes that allow them to  build more efficient processes, encourage more collaborative work and allow the team to function remotely. Another very key benefit is the increased ability for management to easily track and manage leads, as well as capture & analyze data that was not accessible in the past.



Irene Ang

Founder of Fly Entertainment Pte Ltd
“So glad we embarked on this journey with Astreem to transform Fly’s overall Brand strategy and business processes. Through the stakeholder interviews, we discovered our blind spots, some gaps in our processes and what it takes to compete with international agencies. To be taken seriously in the global arena we need to increase our brand largesse and that is what we have set out to do.

Through this project, we also learnt the importance of developing and protecting our  Brand Intellectual property. To increase our business value, we have innovated our existing business processes and activities!”

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