Developing jazz music business from a small concert  

Oleh:

Noe’man, Achmad K ; Iskandar, Budi P.

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-3.
Topik: Music; Strategic Planning; SWOT Analysis; Porter Industry Analysis
Fulltext: b14-015.pdf (91.03KB)

Isi artikel

Having the spirit of bringing back Aula Barat ITB to be an important and prestigious venue for jazz performances in Indonesia, the committee of Jazz Aula Barat had planned to record, produce, and sell the recording of the show to the broader market. In fact, producing and selling a recording product are not as simple as it had been imagined by the committee. The fact that the balance of music industry is now shifting has brought a new consideration for the committee when it comes to the decision-making. Initially, this research attempts to measure the intention of the music recording format that is most likely purchased by the jazz enthusiasts. However, due to the nature of these business models being unsustainable, additional support is required for the next research objective, which is to develop strategic planning for Jazz Aula Barat to survive in the music industry. According to Hesmondhalgh (2002), the music industry to be constituted of three parts: recording, publishing, and live performance. These parts are compared and analyzed to the current condition of Indonesian jazz industry by using Porter’s Industry Analysis. Furthermore, SWOT Analysis of Jazz Aula Barat is also done in this research in order to identify its strengths, weaknesses, opportunities, and threats. The result from the SWOT analysis will be very helpful in developing an actionable strategic planning. The result shows that Indonesian jazz industry is still in the stage of filling up the components within the industry, there is a big opportunity is still available for the new entrants to fill up the gap, or even revive the whole Indonesian jazz industry completely. From this study, it is discovered that the best strategy to survive in the new music economy is by establishing an entertainment company that integrates live performance, recording, and publishing and offers services such as merchandise development and sales, fan site operation, rights management, live performance tickets, and recordings will enable the company to take advantage of multiple revenue streams generated by the artists. And yet, it could give benefit to the live performance, publishing, and recording stakeholders.

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