The Music & Drama Company (MDC) was established to strengthen the morale of our SAF Armed Forces through live entertainment like musicals, song and dance performances and music videos. As well as on-stage performers, the company employs a range of experts who work hard behind the scenes to make these productions a success.
Take Nur Amirah Bte Ahmad Azam, for instance. As a Senior Lead Technician in Show Production, she manages LED screens, live switching, multi-camera production and content creation.
Amirah joined MDC in 2018. She is also the Head of Video, a role that involves overseeing all video aspects and concepts within her department.
Building a career in Show Technologies
Amirah graduated from Ngee Ann Polytechnic with a diploma in Audio-Visual (AV) Technology. An internship at The Show Company, a local show production and equipment hire company, further deepened her interest with Show Technologies and fuelled her desire to learn more about the industry. She then took on freelance roles as a Show Technologies crew member, steadily refining her skills and developing the expertise that has shaped her career.
While working at MDC in 2019, she pursued a Bachelor of Science degree in Digital Media, graduating in 2023.
Amirah explains that she was drawn to her job because she wanted to try something new and different.
“After working on all kinds of events during school and my internship, I developed a genuine interest in the field,” she says.
“Understanding the intricacies of running a show, managing clients’ expectations, and seeing the tangible results of my hard work have continuously motivated me to stay in the industry and strive for growth.”
She explains why Show Technologies is crucial to any production, particularly live performances.
“It is a key element in creating an immersive and emotionally engaging experience for the audience, ensuring that the intended message is effectively conveyed.
“A well-crafted soundscape fosters an emotional connection between the audience and the event, offering clarity and depth. Every aspect of Show Technologies plays a vital role in enhancing the atmosphere and engagement of an event. With synchronised visuals, lighting, and powerful soundscapes, AV Show Technologies sets the energy and tone, delivering an unforgettable experience for the audience.”
No two productions are the same
What Amirah loves most about her job is that every live production is different. This, she says, gives her the opportunity to experience and contribute to a variety of events, meet diverse individuals, and work in all kinds of environments. It also allows her to explore countless creative aspects and inspires her to innovate for future productions.
“Being a part of MDC allows me to work with colleagues from different departments and to tap into my creativity and technical expertise. Plus, it gives me the chance to suggest ideas that might enhance the quality of a show,” she says. “I also get to contribute ideas, take creative ownership of projects, and see my input directly reflected in the final production. This involvement, together with my responsibilities, has given me a deeper appreciation for live event production.”
Naturally, the job comes with its challenges, one of which is keeping up with the latest Show Technologies trends and staying relevant in an industry that is constantly evolving. However, Amirah believes that adapting to changes and embracing new technologies is essential, especially with advancements such as AI, Machine Learning, Virtual Reality, and state-of-the-art display technologies shaping the future of Show Technologies.
“While staying relevant is challenging, it’s also exhilarating and drives me to grow and improve,” she adds.
Bringing new ideas to the job
Amirah relishes bringing new ideas and immersive solutions to live productions. For example, she actively researches and experiments with advanced video systems like Augmented Reality (AR) and projection mapping to discover innovative ways to enhance immersive experiences.
She also collaborates with colleagues who specialise in different skill sets, such as lighting and audio, because “great ideas often emerge from brainstorming and creative teamwork,” she points out.
Amirah sometimes reflects on past productions, too, to get new ideas or to go over what could have been done better. And she gets inspiration from attending concerts and live productions.
While there’s no room for error in her line of work, Amirah says that she has experienced a couple of technical glitches in the past.
“I once encountered a power trip, or electricity cut-off, right in the middle of an event. It brought the entire show to a halt so we had to rush to restore power,” she explains.
“My team and I had to act swiftly and decisively in that critical moment. Everyone needed to execute the necessary steps to get the show back on track. All this had to be done in seconds, so it was quite stressful!”
Doing work that’s important and meaningful
Amirah has been involved with several important events for MDC.
In 2018, she was part of the MDC team that worked on the ASEAN Defence Ministers Meeting (ADMM) and its gala dinner. In 2021, she was Overall Video Lead at the Singapore Defence Technology Summit. And in 2023, she served as Technical Manager for the National Day Observance Ceremony (NDOC) and was part of the creative team for MDC50, held at Victoria Theatre.
In 2016 and 2017, prior to joining MDC, she was the main visual programmer for the National Day Parades (NDP).
Amirah is proud of the fact that her work serves a meaningful cause.
“I love knowing that my efforts help amplify the message of honour and appreciation for our service members’ contributions,” she explains.
One significant production she’s worked on is SAF Day, an annual event that celebrates the service of former and current NSmen, NSFs, Regulars, and veterans. As the second-most important military parade after NDP, Amirah says that it holds great significance.
“Each year, MDC is committed to delivering a professional, high-quality AV Show Technologies system that is continuously maintained and improved. One of the most powerful moments in the parade is when the participating NSmen recite the SAF pledge, reaffirming their loyalty to Singapore. It is in these moments that I truly feel the impact of my work.”
In the near future, Amirah hopes to produce her own technology-based art and have it featured in i Light Singapore, Asia’s leading sustainable light festival. Until then, she wants to continue to touch the hearts of NSmen and bring a smile to their faces by creating engaging live visuals that show gratitude for their contributions.
“By leveraging cutting-edge technology, including immersive and interactive elements, I aim to deliver memorable experiences,” she says.
“My goal is to not only impress but also show appreciation for our NSmen by ensuring that their events are special.”
Read more about the team of talents who work with Nur Amirah at MDC, including wardrobe designer and stylist Jeremy Jiang and senior sound designer Guo Ningru.
Follow MDC socials for the latest updates: Instagram @musicanddramacompany, TikTok @musicandramacomp, Facebook @musicanddramacompany and YouTube @musicdramacompany
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