What is EMMA?

The European Mobile Media Association, or EMMA in short, was founded way back in 2000. What was initially seen as a small group of audiophiles with a deep passion for mobile media has spawned a massive following on a global scale, notably in Europe and Asia. EMMA serves as the perfect networking platform for mobile media enthusiasts, mobile media specialists and entrepreneurs, as this helps them to narrow their topic of interest to a niche bunch of like-minded individuals. EMMA has established a strong foothold in more than 40 countries worldwide, and held more than 300 events comprising at least 20,000 competition cars since 2011.

What is Singapore’s involvement in EMMA?
Singapore might be geographically inferior when we factor in the idea of space, but do not judge sheer landmass with what local EMMA representatives can create within a small market to play with. There are 13 members with decades of experience in the in-car entertainment (ICE) industry in the EMMA work group, organising events and seminars on a frequent basis. This close-knit team of friends wanted to realise the dream of creating an integrated community where locals can share their knowledge with fellow ICE enthusiasts. The European EMMA scene might be held at a larger scale with cars decked out in themes limited only by our wildest imagination, but EMMA Singapore can certainly hold its head up high for bringing heart-thumping action right into the heart of this island nation. They are actually consistently active in the scene, because most of them are in fact owners and employees of reputable car audio shops in Singapore.

What EMMA categories can you participate in?
We admit that there were countless categories to participate over the past few years, leaving some of us perplexed when it comes to opting for which segment to partake. But from this year onwards, EMMA Singapore intends to make the categories more concise for the benefit of a wider target reach. Four categories will be launched, namely “Experienced”, “Advanced”, “Master”, “Best of Sound” and EMMA Racing. EMMA Racing, according to an EMMA Singapore spokesman, will be revamped to include a more exciting and inviting atmosphere for all – good news for those who were part of 2014’s festivities that received positive feedback!

How do you know which category to participate in?
The “Experienced” and “Advanced” categories are only for consumers that are not related to the 12-volt industries. This means that they cannot be part of a sponsor. And to emphasis the element of a level playing field, they will not be able to partake in these two categories if they are past winners. They cannot be an active EMMA judge, too.

How many EMMA Singapore competitions are there each year?
Every year, EMMA Singapore conducts two Heats and ends off with a National Final. The venue varies, but past locations were held at Big Splash along East Coast Parkway, City Beach Resort beside Labrador Park and The Grandstand along Turf Club Road. They might vary the venues to gather more exposure, all in search of expanding EMMA Singapore’s branding throughout Singapore.

How can we prepare for an EMMA competition?
Information about upcoming EMMA events, seminars and competitions can be found on their website at www.emmasingapore.com. REV will also be giving readers up to date news on latest EMMA Singapore happenings, with live updates on our Facebook page as well. Ready for an action-packed year of mobile media excitement, yet?