The Indonesian showbiz industry received a boost lately with the upcoming concert starring American pop-singer Kelly Clarkson in the capital city. The concert, scheduled for April 29 at the Senayan Indoor Tennis Stadium in Central Jakarta, has won extremely widespread promotion, but not in the conventional manner – instead through media controversy.
The fact that the billboards promoting the concert feature a huge logo of a cigarette brand splashed above Clarkson’s head has invited a wave of protests from local and international anti-smoking advocates is undeniable proof that the concert has received free and extra publicity, albeit in a negative light. And this is obviously not what the concert promoter has expected.
So, how should we respond to this kind of promotion? Furthermore, how should we deal with the country’s controversial, yet thriving tobacco industry?
Indonesia is the fourth-largest country in the world, in terms of population. With such a huge population, showbiz is indeed a promising industry in the country. And with its mass population, it is not surprising if mass events, like concerts, are considered an effective medium to promote various products, including those of the tobacco industry.
Cigarette producers – the main driver in the tobacco industry – have for time immemorial dominated sports and entertainment events in the country, effectively creating a myth that they are the sole benefactors capable of sponsoring huge, cash-strapped events.
The problem is, based on research into current smoking trends, tobacco is expected to soon become the leading cause of death worldwide, causing more deaths than HIV, maternal mortality, automobile accidents, homicide and suicide combined. In the face of this, the government is expected to take necessary legislative measures that will protect the Indonesian people from the harmful effects of tobacco use.
Being among the world’s leading manufacturers and consumers of tobacco products, Indonesia also stands among the minority of nations that have not ratified the World Health Organization’s Framework Convention on Tobacco Control (FCTC), which regulates the requirement for countries to implement a comprehensive ban on tobacco advertising, promotion and sponsorship in accordance to the respective country’s constitutional principles. What makes matters worse is the country’s bill on tobacco control, which is in a perpetual deadlock at the Legislation Body of the House of Representatives.
There is no substantial reason to postpone, let alone cancel the concert, as it would only ruin Indonesia’s image in the showbiz industry, especially after the cancellation of past events due to security issues.
The show must go on because we need international artists like Kelly Clarkson — the winner of the first American Idol singing competition — to help develop our domestic entertainment industry.
The concert promoter’s decision to go ahead with the show should its main sponsor, a cigarette manufacturer, withdraw its participation deserves praise. It counters the myth of the tobacco industry’s seemingly unparalleled sponsorship domination and gives us a valuable lesson that in the absence of cigarette sponsorship, a mass event can still go on — and be successful.
