Pada bagian pertama dari BAB 1, gue menulis tentang pentingnya memiliki perbedaan.
Kini gue menulis lanjutannya tentang bagaimana cara gue menciptakan perbedaan tersebut.
…Untuk bisa melakukan itu, semua dimulai dari pemilihan beat ketika gue berkunjung ke kantor Rizky Rekordz di Veteran.
Secara sadar gue memilih beat yang bagi gue tidak terdengar seperti hiphop lain, terutama tidak seperti SOUL ID. Berhubung yang bikin beat adalah orang orang yang biasa bikin beat untuk SOUL ID.
Gue memilih yang lebih melodius, yang seperti musik acid jazz.
Tidak susah untuk memilih beat seperti itu, karena gue hanya perlu untuk jujur pada diri gue sendiri dan memilih apa yang gue suka.
Balik lagi, gue siaran 7 tahun untuk orang di umur 20-30 tahun.
Bawah sadar gue seakan tahu apa yang akan mereka suka.
What I like is what they would like.
Pada saat gue mulai menulis dan mulai membuat rap gue mendengarkan sejumlah lagu rap Indonesia cukup banyak untuk membuat gue ingat untuk tidak terdengar seperti itu secara lirik dan cara ngerap.
Sebelum gue pernah berniat bikin album rap gue udah berpikir kenapa orang dewasa jarang yang mengaku suka mendengarkan musik hiphop Indonesia.
Umumnya orang berumur 20-35 berkata
“Liriknya tidak mewakili gue. Apa yang mereka katakan di lagu bukanlah hal yang ingin gue katakan dalam keseharian. Apa yang menurut mereka penting, tidaklah penting di benak gue”
Ketika gue mulai bikin album gue bertanya kepada diri gue sendiri, apa yang kira kira penting bagi gue.
Dan apakah yag penting bagi gue juga penting bagi orang seumuran gue.
To find answers to that question, I go to my blog.
Back then it was spandji.blogspot.com
Posting dari 2004 – 2007 gue bacain, dan gue membaca comments orang terhadap posting gue.
Dari situ gue menemukan apa yang menurut mereka penting.
Ketika googling dan mencari blog yang menulis nama gue, gue menemukan orang yang terinspirasi dengan omongan gue di radio dan tulisan gue diblog.
Inilah yang memperkuat keyakinan gue untuk jujur dan menulis lirik berisi hal hal yang penting bagi gue.
Pada akhirnya, gue mendapatkan lirik lirik yang sama sekali berbeda dengan rap yang ada sekarang.
Setelah gue punya rencana untuk membedakan segmen dan sebelum mulai menulis, gue tahu gue harus menggandeng musisi yang segmennya sama dengan yang gue incar.
Sesuatu yang tidak sama sekali berkaitan dengan hiphop Indonesia.
Ketika mulai menulis, gue sadar ada beberapa lagu yang sangat tepat untuk Tompi dan Angga dari Maliq & D’Essentials.
Mereka tepat sekali sesuai dengan yang gue pikirkan.
Ketika mereka mendengar nama Tompi dan Angga dalam sebuah album, hiphop sekalipun, mereka tahu dimana positioning album ini.
Yang harus digaris bawahi disini adalah, walaupun secara sadar gue memang berusaha untuk berbeda dengan yang lain, tapi gue tidak harus berpura pura.
Gue memang beda dengan yang lain.
All I did was be honest with myself.
Look back to every rapper that made it big.
Eminem.
50 cent.
Kanye west
Lil Wayne.
Lirik mereka, sound mereka, cara mereka ngerap beda dengan yang saat itu ada.
That is called niche.
That is a marketing strategy.
That is what everybody needs.
Di bab 2 gue akan menunjukkan bahwa belajar dari dunia yang berbeda akan membawa kita selangkah lebih maju.
171 Responses to “Bab 1: FIND A NICHE inspired by this book: PURPLE COW by SETH GODIN (part 2)”
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