Presented by

Disya Jauza Putri Florence Juanita M. Fathurrahman M. Iqbal Tawakal Orlando Aditya
Portuguese First pop music

KERONCONG
Hybrid “Cap Barat”
 OBJECTIVE

1. Develop an analytical, creative, and intuitive

understanding of keroncong music as a culture
of Indonesia.
2. Provide guidance and motivation to prepare
keroncong musician for a professional life in
music.
Segmentation & Targeting
Age 15-18 19-22 23-26 27-30 31-34 35-38 >39

Sex Male Female

Education Highschool Diploma Bachelor Master

Occupation Student Businessman Employee Unemployed

Marital Status Single Married Divorced

Do not like Open Likely to be

Personality Flexible Faithful Sensitive Kind
conflict Minded creative

Lower
Social Class Elite Upper-Middle Middle Poor
Middle

Living Area Urban Sub-urban Rural

Differentiation

Encourage
International Unique
Keroncong Community Sustainable
Collaborator Venue(s)
Creation

Positioning

An event that re-introduce Keroncong to Millenials with a new ways, and

encouraging the involvement of communities.
 $1.3 Trillion
of Spending Power
3 of 4
Prime spending years spend money on experience
80% of millennials will attend a
live ticketed event this year

Millennials crave more 8 of 10

experiences attend live events to challenge
themselves and escape everyday routines
Source: Eventbrite.com
“Experiential marketing [is] the ability to physically bring a brand to life and
give users an opportunity to experience, feel and engage with it in a way
they aren’t able to do otherwise.”
PRE LIMINAL LIMINAL POST LIMINAL

OLD SELF TRANSITION NEW SELF

DO NOT KNOW SPIRITUAL AWARE & KNOW

KERONCONG OPENING KERONCONG
Togetherness KERONCONG
Exclusive
Happiness VALUES
Modest
Patriotic
Acculturation
 HISTORICAL SITE
VALUES

Silent Witness
Sage
Happiness
Acculturation
Elite
 Love to Explore
MILLENNIALS ASPIRATION New Things

Delighted to New
Kind of Experience

Craving from
Escape the Normal
Life
BRAND
VALUES

Open Happiness

Taste the Feeling

Feel the Moment

Moment =
Experience
 Love to Explore
New Things
Togetherness
Exclusive Delighted to New
Happiness Kind of Experience
Modest
Patriotic Craving from
Acculturation Escape the Normal
Life

KERONCONGAN
Open Happiness
Silent Witness
Taste the Feeling
Sage
Happiness Feel the Moment
Acculturation
Elite Moment =
Experience
 EVENT

TRIANGULATION

PRE POST
EVENT EVENT
PRE EVENT

Narrative Advertising
Youtube Web Series
written & directed by Nitin Sawhney
PRE EVENT

Keroncong Forum
Gathering “Suhu Keroncong”
EVENT

Music Concert
Indonesian Popular Song
Re-arranged by Nitin
Performed by Famous Indonesian Singer

Also performed by learner and

participant at Keroncong Forum
EVENT

Keroncong Corner
Keroncong items placed on display

Performance keroncong photography will

be chronological organized into a timeline
of the evolution of Keroncong Music

Antique traditional instruments

Dance Floor

Snacks and drinks corner

EVENT

Silent Keroncong &

Exploration of the Site

Prepared by Swara Sunyi

Production
EVENT

PROJECTION MAPPING
STORY TELLING

Visual Art telling story of

Keroncong & the Site

Mapping produced by @lzyvisual

Story narrated by Nitin Sawhney

EVENT

WALL OF LYRICS

Thousand of lyrics can be written by

the participant on a sticky notes,
and accumulated to a display.

Participant can express their anger,

sadness, hope, and happiness
through the lyrics.
TIME & SPACE

TIME: SPACE:

9 March 2019 For Initial project

Kota Tua, Jakarta
POST EVENT

NEW ADVENTURE
OF
KERONCONG

New Single Released

Produced by Nitin Sawhney

POST EVENT

Album Compilation
Indonesian Keroncong Songs
re-arrange by Nitin Sawhney

Will be available on
POST EVENT

Reboost the Existence of

Keroncong Community
 Performance &
Peak of Liminal
State

EVENT

TRIANGULATION

PRE POST
Web Series & EVENT COMMUNITY EVENT
Community Creation
Forum CO-CREATION
FOR NEXT EVENT
 Financial Logic Projection
Assumption:
● Keep ticket price for idr 75,000 for 5 Years
● Cost = 60% of Revenue
● Tickets 100% sold
● Traffic is grow 40% from Target every year (Target Y1: :2,500 attendances)
● Sponsorship Media Value is idr 30,000 per attendance in every Event
● Sponsorship & Media Value consist of Selling Brand Activation, Brand Engagement, and Attendance Data

Y1 Y2 Y3 Y4 Y5 Total in 5 years

Revenue IDR 187,500,000 IDR 262,500,000 IDR 367,500,000 IDR 514,500,000 IDR 720,300,000 IDR 2,052,300,000

Cost IDR 112,500,000 IDR 157,500,000 IDR 220,500,000 IDR 308,700,000 IDR 432,180,000 IDR 1,231,380,000

Gross Profit IDR 75,000,000 IDR 105,000,000 IDR 147,000,000 IDR 205,800,000 IDR 288,120,000 IDR 820,920,000

Media Value IDR 75,000,000 IDR 105,000,000 IDR 147,000,000 IDR 205,800,000 IDR 288,120,000 IDR 820,920,000

Net Profit IDR 150,000,000 IDR 210,000,000 IDR 294,000,000 IDR 411,600,000 IDR 576,240,000 IDR 1,641,840,000
Financial Logic Projection
SUSTAINABILITY

Massive
numbers of 67+
Millenials Listed Historical Sites

High Profit Community

Margin Involvement
 THANK
YOU!
Presented by

Disya Jauza Putri Florence Juanita M. Fathurrahman M. Iqbal Tawakal Orlando Aditya