JAKARTA - Music business consultant Aldo Sianturi highlighted the viral song phenomenon that will occur throughout 2025.
Two of the most striking features are the presence of the hip-dut genre, represented by "Garam & Madu (Sakit Dadaku)" and music from Eastern Indonesia, represented by "Tabola Bale."
However, Aldo emphasized one thing: achieving virality is not an achievement for a musician, but rather a momentum.
"Viral is just momentum. Many people mistakenly view going viral as an achievement. It's not. What's important is how to maintain and develop it," Aldo said during a recent interview with VOI in Tanah Abang, Central Jakarta.
He likened a musician to a Micro, Small, and Medium Enterprise (MSME) owner: when their business suddenly experiences significant profits, the first step is to make their business more productive.
"So, how can his management manage him now to stay productive? Otherwise, he'll get complacent," he said.
Furthermore, Aldo sees the difficulty for musicians who have gone viral to repeat their virality in the future.
"Today, repeating (viral) success isn't easy. We never know in this world; we can't predict the future," he said.
"But, once our IP becomes known in the market, we have to think about optimizing it for other business opportunities, so we don't have to get depressed about not going viral anymore," Aldo concluded.
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