Transformation Of D'Masiv That Is Not Just A Band, But A Brand

D'Masiv (Ivan Two Men/VOI)

JAKARTA - Rian Ekky Pradipta emphasized that the current position of D'Masiv is not just a band, but a brand.

The 38-year-old vocalist said that the understanding of D'Masiv as a brand began around 2020. During the pandemic, personnel thought that D'Masiv should have developed into a company that determines its own future.

"At that time we felt, where are we in. Until finally we studied with many people," Rian said when met in Natasari, South Jakarta recently.

"Because of the pandemic, we learn and meet a lot of big people. Apparently, positioning is what determines ourselves," added the vocalist. Where do we want to be, what kind of band do we want to be. So, the direction of a band or company, it determines us.

From this awareness, D'Masiv finally slowly formed himself, not just a band dealing with stages and studios.

"Finally we realize that D'Masiv is not just a band, but has become a brand," said Rian.

They also began collaborating with several other companies outside of music. Even D'Masiv collaborated with Transjakarta to embed their names on one of the bus stops located in Ciledug Raya.

Various attempts outside of music, said Rian, are DMasiv's efforts to strengthen his image as a brand.

"Currently we are still strengthening D'Masiv's branding. And it will definitely continue. We must continue to be relevant to the same era, relevant to today's situation," said Rian.

Even those who work together with D'Masiv now, all Gen Z team, who make content, Gen Z. Yes, because we really have to be like that to be able to stay connected to the times," he concluded.