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Jakarta Post

Indonesian music market has high potential: Yonder Music CEO

News Desk (The Jakarta Post)
Jakarta
Fri, December 23, 2016

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Indonesian music market has high potential: Yonder Music CEO Indonesia is perceived as having high potential as a music market by Adam Kidron, CEO of US-based digital music streaming service Yonder Music. (Shutterstock/File)

T

he CEO of US-based digital music streaming service Yonder Music, Adam Kidron, perceives Indonesia as having high potential as a music market. This, he said, was caused by the combination of the characteristics of its listeners, artists and labels, which was unique compared to other countries.

According to Antara news agency, Adam had also praised Indonesians’ active use of social media to spread information about their favorite artists. “On social media fans usually say, ‘Have you seen this?’,” he said. “They want their idols to be known.”

Adam also noted the importance of how Indonesian artists had the power to control their self-image, which was advantageous in support of album promos. In other countries, image was usually managed by the labels. Moreover, Adam noted the habits of Indonesian artists, who personally used social media to interact with their fans. “It is really good,” he said.

(Read also: Yonder enters RI market, plans to promote local acts)

Another factor in the Indonesian music industry's huge potential was that the range of public taste. “Indonesians listen to a vast variety of music, starting from EDM to ‘dangdut’,” he stated, adding that although music streaming services were within reach, fans still also enjoyed live music as much as the musicians enjoyed performing. “Most of the artists who collaborate with Yonder still perform live. I'm happy to see Rossa and Iwan Fals sing live, they are true artists.”

Launched in Malaysia in November last year, Yonder Music has marketed its service in Indonesia through partnership with telecommunications operator PT XL Axiata since May 2016. (asw)

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