I met the Indonesian music industry players. There is still optimism for the music industry in an increasingly disruptive digital era.
I packed my things, Thursday (14/12) night. Instead of rushing to go home, that night I was interested in stopping by Pechakucha Volume 32. Incidentally, that night, there was a talk show that presented practitioners from the country’s music industry, as the speakers.
They explain how the music industry can survive in the midst of a digitalization era. That is known to be disruptive (destroying the old market). Ridho, Slank’s guitarist, who was one of the speakers that night, admitted that there are advantages and disadvantages. To the physical album era and the streaming era, like today. He does not deny that the digital era has changed the face of the Indonesian music industry more deeply.
“In the old days, a song and an album were the taste of a producer. I’ve sent ten albums to ten different labels. If one album is ten songs, it means there are a hundred songs. Nothing is ok. That may have been the negative of the past. The good thing is that in the past, promotional media can be counted. Now one billion is also used up if we promote in the digital era, “he said.
It’s different about song production. According to musicians, song production in the digital era is easier,
“I recorded at the home, hotel, or at that time I was in judi online Ambon. Sending it to Jakarta was easy,” he said.
Disruptive Era Music Business
The era of selling one million copies of physical albums has ended. In the digital era, musicians have to be even more creative when it comes to business. Not to mention that the competition is getting tighter with the presence of new talents. Who easily go viral with only cover songs.
“Now we are talking about the digital music business, where I already have a contract with iTunes and others. The report is that they are making a new filter again. In fact, it’s easy they just love it. But he gave reports about deductions to these companies, “said Ridho.
“Now there is a movement, people are starting to miss physical albums again. Slank’s latest (physical) album, sold 150 thousand copies. Sold at one of the chicken food outlets. Right now, it is also possible to sell physical albums through online distribution channels, “said Ridho.
This made musicians like Ridho, Polka War (band), and Danilla Riyadi (singer) not only dependent on streaming. They are still optimistic about original music that has listeners out there. Even so, they must be more active in performing and have a precise strategy in promotion on digital platforms.
Different Point of View
Danilla, a soloist who started his career in the digital era, has another view on this matter. As a musician born in the digital age, Danilla sees this era in a more positive light.
“This era is the era when you like it, just buy it. Musicians actually can’t be called a promising career. For today’s musicians in this digital era, (streaming) is a passive income,” he said.
Danilla admits that today’s music consumers have different consumption behaviors from the physical album era.
“Now listeners don’t easily accept what they get. They (listeners) have a rebellious spirit, which is why they end up looking for their own music, “said Danilla.
Survive in the Streaming Era
Ananta Giovani, Music Producer and founder of Indomusikgram see another phenomenon in the music industry in Indonesia. The more opportunities are opened to become a musician in the digital era, bringing the quality of musicians down. Even the patterns for gaining fame are easy to grasp. The phenomenon of making cover songs can make amateur musicians quickly famous.
“This phenomenon has made me think, whether to become a musician you have to always make original songs,” said Ananta.
Dimas Ario, Music Curator, saw the phenomenon of musicians who survived from stage to stage performances. However, he warned, musicians must release an album or at least produce one song title.
“They have to know when to release an album or song. If they continue to perform without releasing a work, it will definitely decrease (their popularity), ”said Dimas.
Changing consumption behavior in the digital era actually forces serious musicians to produce albums.
“Personally, if I want to make a statement, I will make an album. As a curator, I believe that any song with any medium will meet its listeners, ”he said.
He gave an example of how the Banda Neira band, which decided to disband after releasing two albums. It can be hear again by many people in the digital era like now. One of their songs became Raisa-Hamish’s accompanying song. As a result, the Banda Neira song streaming has increased again.
Johanna May, Music Testmaker at Nex Step Inc., London. Gives an insight into how to survive in this digital era music industry.
“For example, becoming a music blogger or by becoming a YouTuber. Many things. The existence of digital does not mean we have to be afraid. But we have to learn because change is certain, “he suggested.