Responding to the Sluggishness of Music Industry in Digital Era

Responding to the Sluggishness of Music Industry in Digital Era

The world of the music industry had triumphed in the 70s and 80s. And even reached its peak in the 90s because of the emergence of many young talents. The enthusiasm of the public to watch their idol musicians on each concert stage is quite high.

Plus, digitalization was not global at that time. The music industry which relies on magnetic tape is still the main choice of consumers. Wherever we can easily find record stores.

Record album sales by musicians sell well in the market. Some people also try their luck with a career in the music world. Either form a band or become a solo singer.

After that, an audio recording appeared on a Compact Disc (CD). Initially, this was more expensive than a cassette. This striking difference makes parties not responsible for reproducing and producing pirated CDs on a massive scale.

Public interest in buying original works of musicians has begun to show a downward trend. Meanwhile, songwriters and musicians take disadvantages too much. Because they do not get royalty rights on their album sales.

Who is to blame? The hijackers, of course. Unfortunately “cleaning” all the actors from the music industry is not an easy matter. Piracy is rampant and has resulted in a number of musicians going out of business.

Advances in Technology in the Digital Age

The rapidly developing technology seems to have contributed to the people’s reluctance to buy cassettes and CDs. Music file-sharing sites have mushroomed, countless.

Internet users can also watch videos of their idol music groups on Youtube. So why buy a physical recording if you can download the song you want for free?

So don’t be surprised, a shop as big as Aquarius Mahakam in Jakarta was closed in December 2013. Then followed by Disc Tarra which closed a number of outlets as of December 31, 2015.

National record producers began to realize that record and CD stores were no longer reliable. Making breakthroughs in the music industry is a must. Namely promotion through fast-food restaurants, mini markets, and gas stations, but the results were in vain.

What happened in Indonesia is also experienced in other countries in the world. Tower Records, an international retail music franchise based in Sacramento, California, United States. Closed down in 2006 because of bankruptcy.

Lifestyle Shift

Technological advances have changed the lifestyle of the younger generation, including the way and habits of consuming music. Kompas poll in August 2015 reflects this bitter result.

As a result, only 1% of the 734 respondents in this poll admitted. That they still listen to music through a cassette or CD player. Meanwhile, 62% of respondents download songs in digital format, and 15% access the Youtube page.

The Global World Index research concluded. The number of people listening to music on the internet increased by 76% during the 2012-2015 period. The majority of them are 16-24 years.

Other data from the International Federation of Phonographic Industry (IFPI) noted. That digital music recordings rule 46% of the global music industry revenue in 2014.

Seeing this trend, big labels are now using the trick of releasing a single artist first on Youtube or Vevo. From there they monitor how many viewers are watching.

The stage began to be quiet

Off-air concerts are rare. Fingers can count how many concerts each year. This is because the costs are quite high and the results are not necessarily effective. If there anything else, it came from event organizers and sponsors that trigger so. Not purely a record label.

One example, the music stage at the JakCloth event in 2017 became the last stage. After nine years the event has simultaneously run well.

“In 2018 the concept is no longer like this. We used to introduce clothing through bands. Now it’s the opposite, ”said Ucok Nasution, CEO of Lian Mipro as the organizer of JakCloth.

According to Ucok, several JakCloth events in previous years, the music stage disturbed visitors. Who wanted to come to the clothing booth. “Some of the visitors came before the band played. They are lazy when people watch it, it becomes narrow,” he said.

In fact, the Hammersonic metal music festival. Rumour spreads that the last music festival takes place in Carnaval Beach Ancol, Jakarta on July 22, 2018. Following a post in the 2018 Hammersonic teaser, namely “The Last From Us!”

“I know that there was the last from us, surprising. Unfortunately, it must end, because Hammersonic is the biggest and consistent festival in Southeast Asia. When else can I watch a big band?” said Adam ‘Vladvamp’, one of Koil’s personnel.