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KRU’s dream team eyes Indonesia

Written by kaitor on 12:59 AM

KRU Music Dream Team ‘07 is signing up new Indonesian talents in search of business opportunities. SHARIFAH ARFAH speaks to KRU Capital president Norman Abdul Halim.

THEY have come a long way since they began as a pop trio in the 90s. Today, they’re a force to be reckoned with in the local music industry. KRU Capital — founded by brothers Norman, Yusry and Edry Abdul Halim — is now a company with a paid-up capital of RM15 million.

After years focusing on the local music scene, KRU Music Group (KMG) — a subsidiary of KRU Capital— is spreading its wings and flying to Indonesia in search of new business opportunities.

At the unveiling of the KRU Music Dream Team ‘07, KRU Capital president and group chief executive officer Norman said signing up new Indonesian talents will give them the opportunity to do so.

The dream team comprises KRU artistes Anita Sarawak, Aznil Nawawi, AC Mizal, Ezlynn and Adam (of AF2) and new additions Dafi (AF5), as well as four groups from TV3’s recently-concluded vocal group competition Gang Starz.
Those from Gang Starz joining KMG’s stable are Indonesia’s The Lima, Pianka and Mendua as well as Malaysia’s Flava.

For The Lima alone, the contract is for a year with the option to renew for another three years.

“However, renewal will be on a year to year basis. Estimated investment per album (marketing and promotion) is RM150,000 for each project,” said Norman.

The groups were chosen because they fit KMG’s artiste and repertoire direction and corporate strategy to establish KRU’s business operations in Indonesia.

“We have been searching for a female girl group since Elite’s contract expired in 1999 and that is why we chose Pianka, though their music will not be anything like Elite,” he said.

Norman said KMG signed Flava due to the group’s mainstream pop image while Mendua was selected for their unique composition of male and female group members.

On why it’s easier for Indonesian artistes to break into the Malaysian market and not the other way round, Norman said: “Malaysia is more accepting of artistes who sing in other languages. I think it is different for the Indonesians as they find Malaysian words with different meanings hard to grasp.”

Realising that differing musical tastes could also lead to problems when it comes to marketing Indonesian artistes, Norman said the company prefers to see Indonesia and Malaysia as one market.

“Therefore, our products must be made based on both markets’ expectations and needs. With our Indonesian artistes and incorporation of KRU in Indonesia, we will be able to enhance collaboration between Malaysian and Indonesian artistes, composers, producers and music video directors. It requires time, effort and money. We will get there someday and this is the beginning of bigger things to come.”

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