Promotor Reveals Opportunities For Indonesia's Single Musician Concert In Southeast Asia

Sheila on 7 single concert in Samarinda (Doc. Antara Suara)

The rise of music festivals in the annual calendar makes singers and musicians rule out single concerts. On the other hand, this is also a challenge for promoters.

"That's what we feel the challenge of becoming a promoter, which we finally designed to hold a single concert, not a festival," said Antara Suara CEO, Andri Verraning Ayu in a media gathering in Jakarta, quoting ANTARA Tuesday, October 29.

Ayu said that Indonesian singers actually have great potential to enliven the world's music scene. The work of national musicians has proven to be in great demand in neighboring countries.

Like Sheila on 7 who managed to attract 20 percent of the Malaysian audience while on a tour entitled "Wait for Me Di" in five Indonesian cities. He revealed that fans from the neighboring country even asked for separate quotas from the promoters if they did not get tickets.

Unfortunately, Ayu assessed that musicians are used to appearing in music festivals or being present as the opening of other artist concerts. Doubts are getting bigger because foreign promoters are often brought by foreign promoters to fill events abroad, so they are not confident that many fans will attend to enjoy music.

He said Bassis Sheila on 7, Adam, once told me that there were four promoters from Malaysia who were willing to wait for them to appear from behind the stage just to match their schedule for appearing there.

Another thing that was revealed was that the reason musicians were hesitant to hold a single concert was the lack of understanding regarding the procedures for its implementation. For example, in the thought of the concert concept, the target market is to match the desire with the promoter.

"Here they play at the festival, but when the (single) concert is made there (musicians) must be much more appreciated," he added.

Therefore, Antara Suara decided to expand to other countries in the form of Singapore and Malaysia to help artists improve their performance quality while highlighting the uniqueness of each party on a wider market target.

This expansion is also part of Antara Suara's long-term strategy to strengthen Indonesia's position as the center of growth in the music industry in Southeast Asia, and to respond to an increase in market demand for concerts and festivals across countries.

Another reason is that Southeast Asia is predicted to become one of the fastest-growing live entertainment markets in the world, driven by the increasing number of young viewers, digitizing music promotions, and cross-border collaborations in the creative economy sector.

Ayu stressed that her party will build a strategic partnership network with regional promoters, festivals, venues, and creative partners in Southeast Asian countries with their first foreign concerts which will be announced in the near future. This collaboration is expected to be a catalyst for the growth of the cross-border music industry, while creating new economic value for Indonesian music actors.

We see a strong momentum in Southeast Asia, where the growth of the middle class and increased entertainment consumption immediately opened up great potential for the music industry. Between Suara wants to make sure Indonesian musicians are part of the mainstream of this development," he said.

Since its establishment, Antara Suara has built a reputation as a promoter who presents concerts and festivals with high production standards and strong artistic approaches. The concert portfolio Between Suara includes big names such as Dewa 19, Sheila On 7, Indies, .Feast, DMasiv, RAN, and Pelangai, as well as national-scale festivals such as Swara Prambanan, Suara Tana Timur, and Jakarta Music Con.