adminKUALA LUMPUR: In an era where music is increasingly moving without geographical boundaries, singer and composer, Datuk Yusry Abdul Halim sees the Launchpad performance platform as a strategic medium to expand the reach of local music to the regional market.
The famous singer and composer said that the changing landscape of the music industry today proves that works are no longer bound by language and cultural differences, but can instead be accepted through the emotions and universal values they bring.
He said that despite being one of the most experienced artists in the Launchpad lineup, this effort is seen as an opportunity to bridge the gap between the old and new generations.
“What’s interesting about Launchpad is that the other two groups involved, KIIRAS from South Korea and UPRIZE from Vietnam, are talents who are making a name for themselves.
“Some may wonder why I, who have been in the industry for 34 years, am participating in this platform.
“But I see it from a positive angle because it opens up new markets, especially when this program is planned to be expanded overseas,” he said when met at the launch of the Launchpad platform here, yesterday.
According to Yusry, 53, the time has come for Southeast Asian music to be seen as a large market without being limited by language or culture.
“All this time, culture and language have seemed to separate us, while Southeast Asia is a huge market.
“Korea has proven that music is universal. My own children who don’t understand Korean listen to songs from that country.
“The current generation accepts music as something universal. We don’t necessarily need to understand every word because if we understand the music itself, language is no longer a barrier,” he said.
Commenting on his selection with KIIRAS and UPRIZE, Yusry admitted that he initially questioned the suitability of the concept for him.
However, after understanding the organizers’ objectives, he saw the collaboration with young artists as an opportunity to introduce his music to a new group of listeners.
“As singers, we need to constantly grow. If we just rely on existing fans, they are loyal, but when they get older, who will replace them?
“If just one percent of the young audience can recognize my music, it will be a good foundation to build on,” he said.
Launchpad is an artist development platform designed to accelerate the development of new talent regionally by connecting them directly to audiences, media, brands and industry partners across Southeast Asia.
The platform, owned by Singapore-based Fast Track Entertainment (FTE) and its branding partner, Sony Music Malaysia, also provides original digital content production, regional media exposure and strategic collaborations with brands to open up new commercial opportunities for the artists involved.
-Agency
