JAKARTA - Sony Music Entertainment Indonesia (SMEI) officially announced a partnership with Sun Eater Group to launch a new record label called LUNAR.
This step is taken to capture the massive Indonesian digital market potential, as well as expand the reach of local musicians to the regional stage.
LUNAR comes with an artistic curation vision that is rooted in the community but has the support of a giant-scale global distribution infrastructure.
As a way to open the way, LUNAR immediately introduced their three inaugural rosters, which are considered to represent the spirit of cross-genre, namely Kecoud, Alee, and Nandoshi.
General Manager of Sony Music Entertainment Indonesia, Muhammad Soufan, stated that Indonesia currently occupies a crucial position as one of the most dynamic and active digital music ecosystems globally. This characteristic is a strong foundation for the formation of LUNAR.
"Together with the Sun Eater Group, we formed LUNAR to combine Sony's global reach with an authentic and community-rooted creative curation approach. Kecoud, Alee, and Nandoshi represent the cross-genre spirit that LUNAR has wanted to carry since the beginning, and we are very excited to welcome this collaboration," said Muhammad Soufan in his statement, Wednesday, July 1.
Through this new ecosystem, musicians under the auspices of LUNAR will get double benefits. They are still supported by the typical hyperlocal marketing strategy of independent labels, while directly connecting to Sony Music's global marketing network.
Sun Eater Group itself has a solid track record in shaping the trend of youth culture in Indonesia through the success of their artists such as Hindia, Lomba Sihir, and .Feast. This track record strengthens the belief that LUNAR is able to bring together musical idealism with mainstream market penetration.
The founder and CEO of the Sun Eater Group, Kukuh Rizal Arfianto, emphasized that LUNAR was established on the basis of a strong desire to provide a progressive space for the growth of local musicians. The working relationship with Sony Music, if viewed from the industry aspect, feels in tune because both parties hold the principle of prioritizing artists.
"Together we want to bring the best of two worlds to musicians: the honesty and 'agility' of indie labels, and Sony's global capabilities as an industry leader in music," said Kukuh.
Similar enthusiasm was also expressed by young musicians who are members of this new label. Kecoud, a soloist who raises the roots of East Javanese culture, said he was grateful to have a platform that fully believed in his musical vision in its entirety. Meanwhile, Alee has high hopes that his voice will be able to reach a listening area that goes far beyond his imagination.
Furthermore, Nandoshi said that his aesthetic goal is to touch the emotions of listeners deeply through his works. He is optimistic that this collaboration is able to take his career further in the music industry.
"I want my music to make people feel understood and emotionally touched. I'm also excited to dream bigger with LUNAR without losing my identity as an artist," concluded Nandoshi.
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