'Dangdut' music enjoys rosy days in l999<\/p>\n
By Endi Aras<\/p>\n
JAKARTA (JP): Once considered cheap and vulgar, dangdut music
\nis now winning the hearts of numerous Indonesian and
\ninternational music buffs.<\/p>\n
It is encouraging to see so many dangdut (local music strongly
\ninfluenced by a Hindi and Arabic beat) singers who have started
\nto carve their names in the international music scene.<\/p>\n
A number of dangdut singers frequently hold concerts in
\nforeign countries, including Singapore, Japan, Malaysia and
\nBrunei Darussalam. Some of them had even signed contracts with
\nrecording companies in those countries.<\/p>\n
The road to international music stages seems more widely open
\nfor them. In l999, Music Television (MTV) launched Salam Dangdut,
\na dangdut program which is aired throughout Asia.<\/p>\n
The opening of Salam Dangdut was held at Jakarta's Fashion
\nCafe in early February l999 featuring artist Cici Paramida.<\/p>\n
In the debuting MTV dangdut music clip, Cici nicely performed
\nGuruh Soekarnoputra's Wulan Merindu.<\/p>\n
Packaged professionally, Wulan Merindu is far from a pop or
\nrock video music clip. It is filled with glittering and
\nenchanting dances choreographed by Guruh Soekarnoputra.<\/p>\n
According to MTV's marketing and communications manager,
\nDaniel Tumewa, it was MTV people who were eager to air dangdut
\nmusic at the station.<\/p>\n
"The program was tested since a year ago. We included dangdut
\nsongs in Indonesian music programs and the response was good,"
\nsaid Daniel, as quoted by Gatra magazine.<\/p>\n
The station's management consider dangdut music very popular
\nand promising in term of profits. A successful dangdut album can
\nsell an average of 600,000 copies.<\/p>\n
MTV sets quite strict criteria for the selection of dangdut
\nsongs to be broadcast on the station.<\/p>\n
Only top dangdut musicians like Rhoma Irama, Elvi Sukaesih,
\nCici Paramida, Meggy Z, Evie Tamala and Iis Dahlia may entertain
\nMTV audiences in Asia.<\/p>\n
People in dangdut circles welcomed MTV's moves as positive
\nsigns in the development of this type of music.<\/p>\n
Fazal Dath, a dangdut songwriter, viewed it as a channel to
\nexpanding the dangdut market in Asia.<\/p>\n
Singers Cici Paramida and Iis Dahlia consider Salam Dangdut as
\na window to the world.<\/p>\n
"We hope dangdut singers can be as popular as pop artists and
\ncan go international," said Iis.<\/p>\n
Daniel added after launching Salam Dangdut, MTV organized
\nroad shows in several Asian countries. "Many people in Asia like
\ndangdut music and we have even received some commercials for the
\nprogram," he said.<\/p>\n
Hadi, an executive of New Metro recording company, is
\noptimistic that dangdut will penetrate world stages.<\/p>\n
"We plan to release dangdut songs with English lyrics," said
\nHadi, who will market the album in Japan and the United States.<\/p>\n
Actually, dangdut music penetrated Japan and Asian countries
\nin the early l980s.<\/p>\n
Senior dangdut singer Camelia Malik recalled her experience in
\nJapan.<\/p>\n
"I've tried to promote dangdut music in the international
\nworld since early l980s," said Camelia. Camelia, Reynold and
\nnumerous dangdut artists performed in Japan and mesmerized the
\npublic with their exotic music.<\/p>\n
Some recording companies asked them to record dangdut songs in
\nJapan. "The public was amazing. I heard that some Japanese
\nmusicians develop dangdut music in their own styles. I was so
\nproud," she said.<\/p>\n
Camelia said that contemporary dangdut singers actually owed
\ntheir success to the pioneers who worked very hard to convince
\nboth music producers and the public to listen to their music.<\/p>\n
One of dangdut music's pioneers is Rhoma Irama. His
\ncontribution in popularizing this music nationwide was very
\nsignificant.<\/p>\n
His packed concerts, best-selling recordings and, more
\nimportantly his movies, placed dangdut music in the mainstream.<\/p>\n
After he released his most popular single Begadang (Stay the
\nnight), in the early l970s, dangdut fever hit the country.<\/p>\n
Since then, many artists have followed Rhoma's steps in
\npursuing a career in dangdut.<\/p>\n
Camelia, a movie-star-turned-dangdut-singer, recalled her own
\nexperience when she first entered the world of dangdut.<\/p>\n
"My colleagues mocked me for becoming a dangdut singer. The
\nlife of a movie star and a dangdut singer was so different at
\nthat time," Camelia said.<\/p>\n
A dangdut singer was usually regarded as a sexy and vulgar
\nartist with a wacky fashion style and heavy make-up.<\/p>\n
In the past, only people from low-income groups enjoyed this
\nkind of music, therefore, dangdut shows were usually held in
\nsmall cities, villages and slum areas, she said.<\/p>\n
"I insisted on singing dangdut in distinct styles. I wanted to
\nchange the image of dangdut," she said.<\/p>\n
Their tireless efforts to promote dangdut and to change its
\nimage as "cheap" music were fruitful.<\/p>\n
Since the l980s, dangdut has been widely heard on local radio
\nstations and television and in hotels, karaoke bars and discos.<\/p>\n
In the l990s, dangdut enjoyed its golden years.<\/p>\n
More and more artists, models and university students were
\ndragged into dangdut music.<\/p>\n
The face of dangdut was totally changed into a more classy
\none. The appearance of beautiful and well-educated singers like
\nIkke Nurjanah, Iis Dahlia and Cici Paramida freshened the dangdut
\nstage. Teenage idol and model Thomas Jorgi appealed to the youth
\naudience. His dangdut concerts were packed by MTV generation
\ncrowds clad in designer clothes.<\/p>\n
Their albums sold very well. Each dangdut album could reach at
\nleast 200,000 copies.<\/p>\n
Some sources said a top dangdut singer can generate between Rp
\n600 million and Rp 700 million (US$100,000) a year, not bad
\ncompared to a minister's salary, which is about Rp 60 million
\n($8,600) a year.<\/p>\n
For live concerts, they can get from Rp 10 million to Rp
\n15,000 a night.<\/p>\n
A dangdut singer said: "We wanted to prove that a dangdut
\nsinger could not only be rich and famous but also have high
\nstature among the artists."<\/p>\n
Camelia, however, said that the current achievement was
\nrealized only after extremely hard work in the past.<\/p>\n
"I am grateful that my colleagues can enjoy more respected and
\ncomfortable lives thanks to the pioneer dangdut singers," she
\nsaid.<\/p>\n
Appreciation was also shown by other institutions, including
\ntelevision and radio stations, music producers and, of course,
\nthe public, she added.<\/p>\n
Every year, TPI delivers the Dangdut Awards to honor the best
\nin dangdut music. A number of local music awards have also
\nincluded a dangdut category.<\/p>\n
It is still uncertain whether dangdut music will continue to
\nentertain people in the coming millennium. Only the market and
\nthe audiences will tell.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/dangdut-music-enjoys-rosy-days-in-l999-1447893297",
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