Exclusive Richard Buntario, The Figure Of The Beater Behind The Screen Of Indonesian Music

JAKARTA - The name Richard Buntario became known in the Indonesian music industry when he directed many video clips, which are currently better known as music videos from famous Indonesian singers and music groups since the early 1990s.

Richard Buntario is not much discussed like a musician who appears on stage, or a music songwriter and producer who is credited on the album. However, he is a figure behind the scenes who has made a breakthrough in music, and is still thirsty to crash.

VOI had the opportunity to meet Richard at the Broadcast Design Indonesia office located in Fatmawati, South Jakarta, earlier this week. He also told how he took part in the entertainment world in the country.

Richard worked on his first video clip project for the famous female dancer in the 1990s, Helvy Maryand, through the song Sukaku which became the mainstay of an album with a similar title released in 1992.

At that time, Richard recently returned to Indonesia after completing a study in the United States (US). The first video clip was worked on to support one of the music programs that aired on Rajawali Citra Televisi Indonesia (RCTI), a private television station that was not operating long ago.

I got an offer to make a video clip in MTV style (Music Television - a television station from the US). I was given a challenge to make a dangdut video clip. I thought what rock song R&B, eh he gave dangdut. The artist's name is Helvy Maryand," said Richard.

Armed with the knowledge studied in Uncle Sam's country, assisted by Rizal Mantovani as assistant director, Richard intends to make a breakthrough by presenting a video clip that has higher standards.

Despite being criticized by producers from RCTI, Richard believes he has done something right according to the request to make a video clip of MTV style in the US. What he did also received appreciation from Indonesian music lovers.

"But it turns out that in RCTI, the video clip is famous, said, saying, 'Who made this? This must be the director's foreigner. This must be the cameraman from abroad," said Richard.

The video clip is a talk, so we get the attention of music producers in Jakarta. And slowly start with a second job, if I'm not mistaken we get Iwa K from Musica (Studios), then there is Coboy, then after that there is Oppie Andaresta, and so on. And that's just rolling, "he continued.

"Because of one dangdut song that we were making a mess of, so we made a video clip that was unusual. From there, we can finally say it was one of the pioneers who made a video clip that pretended to be MTV."

In the early years working on the video clip, Richard won an award from the Indonesian Music Video (VMI). Not one or two, but dozens of awards. At its peak, Richard and Rizal, who together directed the video clip from Denada, won an award from MTV.

Richard has clearly made a breakthrough in the Indonesian music industry. Together with his colleagues, he set a record, so it was Indonesia's first person to win Moonmen Cup from MTV in the form of an astronaut statue looking at the moon.

This is a matter of pride. We were the first to get this. But not long after, the following year or two years later, Dimas (Djayadiningrat) also got it. And this is an unforgettable pride," he said.

For Richard, the presence of music videos in a song is an important element, especially in his time, when television shows became the main medium in introducing music.

From his experience, Richard said the video clip helps many musicians and groups introduce themselves and their work, especially for those who have just started a move in the industry.

"As soon as it was made (video clips) it turned out to increase sales. The casets exploded," he explained. "Iwa K is a rapper from Bandung who at that time was unknown, as soon as the video clip appears, it becomes famous. Oppie Andaresta and Coboy, there are many artists who must be the first time the producer wants to launch, they will definitely ask the provider to us."

Unmitigated. As a successful director, Richard even mentioned that several labels asked him to choose the mainstay song to make the video clip, when the artist was about to release a new album.

Even though he is no longer active in working on music videos, Richard still pays special attention. He often provides input for his juniors and those who are involved in the music world.

One thing that he is currently highlighting is that everyone in the music ecosystem, without exception, must be more concerned with the existence of artificial intelligence (AI). According to him, this technology can eliminate the art process which should remain the benchmark of the perpetrators.

In promoting a song, the visual is very, very important, even a major component in promoting a song. But the threat is the presence of AI," said Richard.

"So, this AI is really horrified. Why? Because the world's video clip practitioners will be threatened. Because we plan for months, weeks, the budget is big, the shot can take days. But AI in seconds," he continued.

And if for example the connoisseurs don't appreciate it, the conventional video clip, yes, for a long time the conventional one will die. Everything is taken over by AI. So I think it is necessary for the lovers of the video clip to still appreciate conventional production, which means yes, it is still the old ways use the camera, there is lighting, there is a crew rather than all digital and artificial things.

Decades in the Indonesian entertainment industry, Richard doesn't seem to be a person who is easily complacent. Currently, he is trying a new breakthrough in the Indonesian music scene, by developing GOspel music.

"There is a mission that I want to convey through the GOspel industry, that GOspel music is not always synonymous with the church," he explained. Gospel music is not only a song that we offer to God, but also a mission that God has given us to report the good news.

"So, the goalkeeper must contain content that gives people solutions, cool messages, makes the heart calm, and full of peace," he continued.

The concept of GOspel music that Richard believes is appropriate to be faced with Indonesian conditions. This gospel music is very suitable for a country that wants to maintain the cohesiveness, unity, and integrity of the nation. The goalkeeper gives a message. Let's get along well. Let's make peace," he said.

Richard does not want to negate the existing understanding, but rather expand his meaning. For him, GOspel music is not only for Christian worship spaces, but for everyone in various spaces.

"Yes, without bringing up the brand of religion. So, I see there is one business opportunity as well, that the GOspel Contemporary music has a place in Indonesia," he said. In America (Serikat) it is alreadyada, the religious song of the church and the GOspel Contemporary song.

He also gave several examples of contemporary GOspel songs, including Josh Groban's 'You Raise Me Up', 'Because of Love' from Glenn Fredly, Chris Manusama's 'Stir', James F. Sundah's 'Small Rolls', to Calling Allah' by Dwiki Dharmawan.

The songs make peace, make people think that we have God. So, our solution to life is to return to God. Whatever God is. Please. But the important thing is, don't be academic. Don't be a religious person," he said.

Richard also initiated the Gospel International Festival (GIFest), a contemporary GOspel music event which was held for three days at JIExpo Kemayoran, Central Jakarta on 16-18 January 2026.

"Later this January, at JIExpo Kemayoran, we will bring in many artists from outside as well as Indonesian artists. There is a rock goallet, rock gospel rock song," he said. Cadas song is impossible to play in church. So, play there later.

Richard also mentioned that there is great potential to develop GOspel music in Indonesia. At GIFest, there will be musicians who have not seemed to be affiliated with church music, but will display their works on the stage of the cypress. One of the names known is Badai, a former keyboardist of Kerispatih.

"There are many groups that I see at Partypora and Synchronize, so many independent groups today, all of them are positive. Now that needs to be imitated. That must be developed," he said.

In addition, Richard called the concept of the GOspel music he carried as a form of resistance to many songs whose lyrics were full of blasphemy. He admitted that he was not a fan of music that chose to voice ideas and messages in a rude and violent way.

"Because without us realizing it and also I have children in the alpha generation, if they like to look around on social media there is a song that blasphemes with dirty words," he said. Come on. The song I saw was not making fun, but there was no intention or purpose, just to make it funny. '

"I want to prove that GOspel music can also be a blessing for people outside the church, being able to give positive messages to all kinds of creatures. This music is very good for them to have a better life," he said.