TULUS IS KEEPING LOW KEY, DESPITE HIS MAINSTREAM MUSIC BREAKTHROUGH

Words Sebastian Partogi Photos Denny Mirrocle

When asked how it feels to be a superstar, Tulus responds with a question: '€œDo you think I'€™m a superstar?'€

The 29-year-old says his life hasn'€™t changed much, despite releasing two best-selling albums. '€œWhen I come home, I still change into a shirt that'€™s torn here and there and go to sleep. The only difference is that I take baths more regularly'€”because I never know who I'€™m going to meet when I go out and they recognize me.'€

He says his drive to sing coalesced when he watched a live performance of the late legendary Indonesian pop singer Chrisye in his hometown of Bukittinggi, West Sumatra, in junior high school. '€œI observed how [Chrisye] was happy to do what he did'€”and how he spread the happiness to the audience, who was dancing to his tunes. This was when I realized that I needed to be a singer.'€

ENGINEERING SUCCESS

Tulus said he was interested in music long before seeing Chrisye and was helped along by his mom, an entrepreneur, and dad, a building contractor. '€œMy father likes to listen to music at home, although he'€™s not a musician. I'€™ve been listening to popular songs since I was a kid. When I got good grades in school, my parents usually gave me cassettes as a reward.'€

He did not imagine pursuing an interest in music professionally until he was studying architecture at Parahyangan Catholic University in Bandung, West Java.

In school, Tulus met other students who also liked music, jamming with them in college bands while developing his skills as a songwriter.

'€œSome of my friends showed me the wonderful world of song, where you could condense years and years of experiences and emotions into three- or four-minute tracks. I liked it because I wanted to condense my stories into a short medium of expression,'€ Tulus said.

His parents were supportive, he adds. '€œMy parents gave me their blessing'€”with the requirement that I finished my studies first.'€

Tulus then tarted writing and recording his own songs in college, using his pocket money to rent mini-studios or recording in the boarding houses of friends.

After graduation, Tulus sent demo tapes to some major record labels while working as an architect, renovating and designing buildings.

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"Some of my friends showed me the wonderful world of song, where you could condense years and years of experiences and emotions into three- or four-minute tracks "

The tapes were rejected. '€œThe labels might not have recognized the value of what I did at the time. Perhaps it wasn'€™t my path. I came home and asked my family for suggestions. My older brother [Riri Muktamar] suggested that we raise money to create our own recording label as we went along.'€

With Riri, Tulus started to connect with people in the music industry and continued to hone his writing skills. When eventually introduced to music executive Ari Renaldi, who he calls a mentor, Tulus already had a body of work to show off.

The pair set up a record label, Tulus Co, in 2010 and released his eponymous debut album in 2011, which was followed in 2014 by Gajah (Elephant), boasting a blend of musical influences, from pop, jazz, RnB to swing.

According to one indie label owner, Tulus is a breakout star: While a typical indie album sells about 10,000 copies, Tulus'€™ first album sold around 37,000 copies and his second album more than 85,000.

Tulus says the lyrics for his second album were deeper and more personal than his first'€™s, when he was simply aiming at introducing his music and voice to the public.

'€œI think the reason behind the sales figure hike is simple'€”a multiplier effect,'€ Tulus said. '€œPeople who listened to my first album told their friends about me.'€

Both albums were distributed by indie label Demajors, which offered him an advantage, he adds. '€œFewer people are involved in indie labels than major labels. It'€™s faster to execute your musical ideas. Your ideas won'€™t be compromised by record label executives who add their opinions and viewpoints.'€

He added that in growing economies like Indonesia, the independent recording industry is a lucrative business, since the market is still expanding.

Tulus has thrived as an independent artist despite woes in the mainstream industry, such as the recent collapse of record store giant Disc Tara and the death of video music channel MTV Indonesia'€”both fueled by rampant piracy made easy by digital music formats.

Artists like Tulus have had to find new ways to sell and distribute their music, such as indie labels'€”although breaking into the mainstream is tough.

Given that the overwhelming majority of Indonesians get their entertainment from television, which has musical content dominated by dangdut; opportunities for artists like Tulus are small, making his breakthrough remarkable.

When asked about why he connected with audiences and achieved success, Tulus shrugged. '€œI don'€™t consider myself successful. If you think so, then Alhamdulillah [Praise God]. I choose to see my achievements as how far I'€™ve walked so far."

Tulus, however, does have some secrets on creating a great album.

'€œYou have to make sure that you work not just with excellent musicians, but also with those who are compatible with your personal style,'€ he says. '€œThis is where a good producer comes into play. He'€™s the one who helps you form a solid team that is confident, hardworking and disciplined. These things are keys to success.'€

Turning to Japan

Tulus says he wants to reach a wider audience with his third album, which currently lacks a name and a release date.

He recently released a Japanese-language version of '€œSepatu'€ (Shoes), a song from his second album, on the Apple iTunes music store in that nation.

'€œMy brother and I had the idea for almost two years. We have a Japanese friend who'€™s also a musician and Indonesian-Japanese translator. We chose Japan. As an audience, [they Japanese] are quite appreciative of different types of music,'€ he said.

Although its too soon to gauge the reception of the song, titled '€œKutsu'€ in Japanese, Tulus said the release has opened some doors: He was recently invited to perform at a music festival in Hamamatsu.

'€œThis is great,'€ he adds. '€œI definitely want to expand my listener niche'€”to not only those who live in Indonesia, but also beyond.'€

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Side Spin

On song writing

I find it difficult to explain the song-writing process'€”and I think most songwriters would tell you the same thing. The only thing I can tell you is I just write the words and add melodies to them. I give them to the arranger to give music to the lyrics.

The song that took the longest to finish?

Typically, a song has three parts: the intro, a chorus and an outro. Some songs are harder to finish because I see only fragments of the work. For instance, I might know the opening and the chorus without having any idea of how the song should end. In some cases, I just haven'€™t found the right sound yet. That was the case with '€œJangan Cintai Aku Apa Adanya'€ [Don'€™t Love Me As I Am] and '€œSepatu'€, both of which took two years to write. I just keep them in my pocket until I'€™m able to finish.

And the fastest?

'€œTuan Nona Kesepian'€ (Mr. and Ms. Lonely) took 15 minutes to write. Inside a car.

Biggest influences...

Chrisye'€™s '€œUntukku'€ [For Me] and '€œSurya Tenggelam'€ [Sundown] are two of my favorite songs of all times.

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