Ketika melihat begitu banyaknya band baru di Indonesia, gue cukup bingung dengan banyaknya diantara mereka yang terdengar sama.
Musik mereka dan lirik mereka terdengar serupa.
Yang lebih lucu lagi, rambut mereka semua juga sama.
Rambut belah pinggir poni panjang, dengan bagian belakang memanjang seperti mullet.
I think you know what I mean.
Mereka seperti itu kelihatannya karena sedang nge-trend.
Nge-trend, dari dulu sudah menjadi sebuah instilah yang membingungkan bagi gue.
Kenapa orang mau perpenampilan sama dengan orang lain?
Belakangan gue sadar ternyata ada 2 jenis orang.
Ada yang mau “cari aman”.
Ada yang mau “kelihatan”.
Yang mau cari aman akan mengikuti apa yang dilakukan orang lain. Supaya sama. Dengan itu dia akan merasa aman. If I wear the same thing that everybody else is wearing, then no body will blame me for looking weird.
Aman.
Ada juga yang mau keliatan oleh orang lain. Dia ingin berbeda. Omongannya pun sering kali berseberangan dengan umumnya orang. Dia nyaman berada dibawah spotlight karena yakin dengan dirinya sendiri. Terlepas dari apakah dia betul atau salah.
I think I’m this type.
Di dunia musik, mengikuti apa yang trend adalah sesuatu yang aman untuk dilakukan. Toh banyak band sudah berhasil menjual CDnya dengan musik seperti itu dan penampilan seperti itu.
Tapi itu masih relevan kalau di industri musik Indonesia hanya ada sekitar 5 band yang berpikiran seperti itu.
Tapi kalau ada lebih dari 1000 band berpikiran seperti itu, maka yang akan terjadi adalah munculnya 1000 band dengan musik, lirik dan gaya rabut yang sama.
Who would want another UNGU? We just want 1 UNGU. The original UNGU.
Who would want another SAMSON? We just want 1 SAMSON. The original SAMSON.
Di buku PURPLE COW, Seth Godin berkata bahwa agar produk kita bisa muncul ke permukaan dan dikenal orang kita harus berbeda dengan yang lainnya.
Kenapa harus seperti ini? Karena di dunia terutama di Indonesia sudah ada begitu banyak produk dari begitu banyak kategori dengan begitu banyak penawaran dan begitu banyak iklan.
Kita sudah jenuh dengan semua ini dan terusterang tidak punya banyak waktu untuk memilih.
Bayangkan anda sedang mengendarai mobil melewati sebuah peternakan dimana ada sekitar 100 sapi dengan warna corak pada tubuhnya hitam dan putih. Diantara semua sapi, ada seekor sapi yang warnanya ungu.
Ketika anda sampai dirumah, sapi mana yang akan anda ingat?
Being different is better than being better.
Kalau ada 1000 jarum diatas meja.
Bisakah anda menemukan jarum yang punya kualitas paling tajam, besi paling kuat dan tidak akan bengkok hanya dengan melihat?
Tapi kalau ada jarum yang warnanya ungu bisakah anda menemukannya diantara 1000 jarum biasa hanya dengan melihatnya?
Its exactly the same when it comes to the music industry.
This is the age of being different.
Tompi dan Maliq & D’Essentials tried years untill they were finally noticed by people.
Dengar dari cerita mereka, dulu susah sekali berusaha menjual Tompi dan Maliq & D ‘ Essentials.
Kenapa? Dulu orang mau yang aman aman saja. Sekarang semakin banyak orang mencari yang baru, terbuka dengan pilihan baru dan ingin yang berbeda.
The Upstairs made it big because at the time they were the ONLY band like that.
Everybody with a niche will meet their market.
Because the market finds them.
Ketika gue mau bikin album rap gue sadar bahwa gue harus berbeda.
Ada beberapa alasan kenapa gue mau berbeda.
Pertama karena dengan gaya rap Indonesia sekarang, gue sudah tau kemampuan penjualannya.
Jadi kalau gue muncul dengan gaya yang sama, maka kurang lebih penjualan gue akan sama seperti mereka.
I don’t want that.
Kemudian kalau gaya rap gue dan musik gue sama dengan gaya hiphop indonesia sekarang, maka segmen pasar gue juga akan sama dengan mereka.
I don’t want that either.
Berada di lingkungan radio begitu lama membuat gue paham dan hafal karakteristik tiap segmentasi.
Radio adalah media yang personal, karena itu tabiat mereka terbaca dalam keseharian gue sebagai penyiar radio.
Segmentasi hiphop Indonesia sekarang adalah 15 – 25 tahun.
Mungkin bahkan lebih banyak di umur 15 – 20 tahun.
Di radio, biasanya mereka masuk ke dalam radio anak muda.
Segmen seperti ini, bukan hard spender.
Bukan tipe pembelanja.
Mereka berkoloni, berkumpul bersama, tapi kalau mereka nongkrong di sebuah café bersama sama, hanya beberapa yang beli minum.
Sisanya.. minta.
It is their nature. Bukan salah mereka juga karena mereka belum berpenghasilan.
Kemampuan spending mereka tergantung dengan kemampuan orang tua mereka dan kebaikan hati orang tua mereka
Again, they cant help it.
Bahkan mereka yang punya orang tua yang relatif mampu juga tidak akan membiarkan anaknya beli CD lebih dari 3 atau beli CD setiap minggu.
Its tough for music industry trying to aim them coz you and I know there are a lot of CDs out there to buy.
And when you want everything but cant have the money to buy everything whaddyou do?
You download.
You buy pirated CDs that might give you 5 CDs for the price of 1 original CD.
You get the RBT, but not the CD.
You save from someone else’s CD or MP3 player.
But not the CD.
Mengingat segmentasi hiphop di Indonesia saat ini seperti itu, maka gue memilih untuk tidak melakukan hal yang sama.
I want to go out different.
I hafta sound different. Music wise, lyric wise, delivery wise.
Bagaimana cara gue melakukan itu?
BERSAMBUNG…
182 Responses to “BAB 1: FIND A NICHE inspired by this book: PURPLE COW by SETH GODIN”
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