
“Money making, money making…” chants the refrain of the eponymous new single from Indonesia’s answer to Wolfmother, SIGIT (or The Super Insurgent Group Of Intemperance Talent). In a country seemingly ready to consolidate its place as a global power in the 21st century, it appears the rock’n’roll dream is alive and well in Indonesia, and ready for business.
On the face of it, Indonesia is an attractive market for both local and international music industry opportunists. A shade under 240 million, it’s the fourth most populous country on the planet – that’s mighty big fan club potential! Strategically it straddles two continents and has a strong history of trade between the rising powers of India and China, as well as Europe. It’s also right on the doorstep of Australia – perfect for inclusion on any tour itinerary through Australasia.
However, you don’t need to paddle too far to reveal a couple of ripples on your journey to Indonesian pop stardom. Firstly, the country is a complex collage of different ethnic and language groups spread over 17,508 islands. Secondly, it’s a largely rural and poor populous who have little – if any – disposable income to spend on music. And thirdly, like much of South East Asia, music piracy is a simple fact of life.
Toss in the fact that indigenous music makes up about 80 per cent of the local market plus a severe lack of tour infrastructure (venues, promoters, agents) and your all-conquering Indo-quest is looking a little sketchy (unless you have an amphibious tour bus and a multi-lingual tour manager).
But fear not, potential superstars – Indonesia is on the rise. There’s a growing middle class hungry for music and the Internet is slowly beginning to infect local social trends. Top Indo acts such as the hilariously raucous Changcuter and Jakarta’s exotic groovers White Shoes And The Couples Company are now expertly versed in the viral business of MySpace and other forms of social networking.
Indonesia appears ready to rock.
“Indonesia is ready for people to have a go,” explains Jerry Soer, an Indonesian-born band manger and blogger for whothehell.net now living in Australia. “There are a lot of people throwing money around; people doing festivals. Some of them fail. But there’s opportunity.”
But before you go booking a two-penny flight to Bali on one of the many new discount airlines popping up in the region, there’re a few things you should know.
First up – surprise, surprise – the Indonesian music business operates in a completely different universe to the clinically studied Western model. So your first lesson: no music fan in their right mind is going to buy your CD or pay to see you in concert. That’s right, in Indonesia music comes – heaven forbid – free. Sure the average teenager may pay for a ringtone every now and again, but the general rule is you are not going to make a scant rupiah on music sales.
So, short of winning a karaoke quest, how do you make money? The answer is…cigarettes! No, we aren’t suggesting you enter the cigarette smuggling trade. But we are suggesting you get all-cozy with a cigarette company, as that’s where the humble Rupiah dwell in the gazillions.
A few significant players dominate the music industry in Indonesia: the record companies, major TV networks and a sponsor (more often than not a cigarette company). Record companies in Indonesia were doing 360-degree deals (recording, publishing, touring, merchandising, online enterprising) long before Live Nation entered the lexicon of the biz.
The record company – or a third party agent – usually brokers a deal between a television station and a sponsor. Basically the sponsor pays the cost, the record company provides the acts and the television station arranges the free-for-all gig and televises it live. And this happens on a weekly basis all throughout Indonesia. The sponsors get their message across, the TV station gets the cred, the artist gets paid and the punter gets a free night out. Everyone’s happy.
“It’s a very commercially driven industry and of course there are moral questions,” Soer explains. “But at the same time it makes the music freely available to a lot of people. People are used to free entertainment over there – a band has to be really good for you to pay money to see them.”
But Soer admits that too is slowly changing – namely in the electronic music market. International DJs touring Australia are increasingly including Bali and Jakarta club shows into their tour schedules, satisfying a hunger from the country’s growing middle class. These are largely low cost, low maintenance shows that are booked and paid for by the nightclubs, through European-based agents.
And where electronic music goes popular music eventually follows (jazz and hip hop are already hugely popular genres throughout the country). And that could mean a bright future for Indonesia as a major music market of tomorrow. In turn, Indonesian acts are already proving a popular curiosity in other markets around the globe – namely punk rock groups such as Superman Is Dead and SIGIT.
Soer agrees that it’s certainly a matter of ‘watch this space’ as Indonesia surges forward into the 21st Century. “I think there’s a great future,” he concludes. “What I would like to see in the future are artists stopping in Asia as part of an Australian tour. Like Singapore, Malaysia and Thailand, Indonesia is ready.”
So brush up on your Javanese, Minangkabau, Sudanese and Balinese…it’s time to roll.