In an era where the flow of digital information is relentless, the discourse on intellectual property (IP) in the music industry has shifted from mere song copyrights to a complex ecosystem of value.
IP is no longer a single entity but a constellation that includes artist persona, narrative, data analytics, and authentic communal connections. The question is no longer “what is IP?”, but rather “how is IP built, maintained, and monetized in an ever-changing landscape?”
This crucial question was the starting point for the discussion session “How Jakarta’s Music Scene Builds IP Value,” which presented four key perspectives from the local music ecosystem: Triari Senawirawan (Professional Music Industry Practitioner, Former Managing Director of Warner Music Indonesia), Sarah Kasenda (Co-founder, Redrose Records), Adib Hidayat (VP Digital Music, PT Nuon Digital Indonesia), and Richard Robot (Managing Partner & CEO, Dreamers.id). Through their conversation, a roadmap was unraveled, showing that building IP value is a curatorial process that demands more than just talent.
Redefining Talent: Persona, Differentiation, and Work Ethic
In an era where access to music production has become increasingly democratized, talent is no longer the only currency. Triari Senawirawan from Warner Music opened the discussion by emphasizing that the first thing they look for in an artist is differentiation. “We map out what’s in the market, then what their differentiation is. What’s their background story?” he said. This is the first step in building a unique narrative, a foundation laid before the music itself is released to the public.
This narrative, however, is worthless without commitment. Both Tri and Sarah Kasenda from the independent label Redrose Records agreed on one thing: work ethic is everything. “You have to be dedicated to the work. Sometimes many musicians feel, ‘I’ve been signed by a label, so I’m all set.’ But that’s just the starting point,” Tri revealed. Sarah added that a label isn’t a “fairy godmother” that can instantly change one’s fate. The artist-label relationship is a partnership that demands commitment and continuous contribution. Being a musician today means being a busy content creator—an unavoidable reality.
From Perfume to Fandom: IP Beyond the Audio Spectrum
If persona is the foundation, then its expansion into various realms is how IP grows. The discussion highlighted how Maliq & D’Essentials, through their creative hub MAD Haus, consciously builds IP beyond music—from a perfume collaboration to a children’s product line called ‘The Little Essentials’. This is a manifestation of the “NIL” (Name, Image, Likeness) concept that Tri explained, where an artist’s image, name, and everything attached to them are assets that can be developed.
This expansion meets the power of community, a point elaborated on by Richard Robot from Dreamers.id. According to him, understanding a community’s behavior is key. “Trends usually emerge from the community,” he said. Richard explained how modern fandom, which can sometimes feel militant, is born from a persona consciously crafted by the artist, creating a deep connection that transcends the listener-artwork relationship. This is where synergy occurs: offline experiences (concerts, community events) build energy, while digital platforms maintain the continuity of that connection.
Data, Algorithms, and Artificial Reality
The digital world offers precise measurement tools, but it is also full of pitfalls. Adib Hidayat provided a sharp perspective on the duality of data. On one hand, analytical data from platforms like Langit Musik can identify potential. “We can see, oh, it turns out this song is popular in Sidoarjo,” he explained, showing how data can serve as a compass for more targeted tour or promotional strategies.
On the other hand, there is the real threat of artificial streaming—a form of “piracy 3.0″ that erodes the income of genuine artists. “The thieves’ technology is more advanced than the sellers’,” Adib quipped, referring to “ghost” artists with millions of streams but no clear digital footprint. This phenomenon forces the entire ecosystem—from DSPs to labels—to be more critical in reading the numbers, distinguishing between organic and fabricated popularity.
Monetization and Collaboration as a Holistic Strategy
Beyond common monetization channels like DSP royalties, Adib highlighted another potential yet often overlooked realm: public performance rights. The recently discussed issue of royalty payments in cafes, restaurants, and concerts managed by the LMKN (National Collective Management Organization) proves that every song play is a potential source of income that must be professionally managed.
Facing such a dynamic landscape, collaboration becomes the most effective strategy for survival and growth. For an independent label like Redrose, spreading its wings means having “a lot of dialogue” with various parties, from visual communities and promoters to fellow musicians. “Content collaborations are collaborations too,” Sarah asserted.
Ultimately, the discussion session concluded that building IP value in Jakarta’s music scene is not a single formula, but a holistic approach. It is a combination of authentic persona building, a disciplined work ethic, critical use of data, brand expansion into various mediums, and an open spirit of collaboration. It is a continuous marathon of maintaining relevance and creating connections that go beyond mere soundwaves.