'Dangdut' music enjoys rosy days in l999

By Endi Aras

JAKARTA (JP): Once considered cheap and vulgar, dangdut music is now winning the hearts of numerous Indonesian and international music buffs.

It is encouraging to see so many dangdut (local music strongly influenced by a Hindi and Arabic beat) singers who have started to carve their names in the international music scene.

A number of dangdut singers frequently hold concerts in foreign countries, including Singapore, Japan, Malaysia and Brunei Darussalam. Some of them had even signed contracts with recording companies in those countries.

The road to international music stages seems more widely open for them. In l999, Music Television (MTV) launched Salam Dangdut, a dangdut program which is aired throughout Asia.

The opening of Salam Dangdut was held at Jakarta's Fashion Cafe in early February l999 featuring artist Cici Paramida.

In the debuting MTV dangdut music clip, Cici nicely performed Guruh Soekarnoputra's Wulan Merindu.

Packaged professionally, Wulan Merindu is far from a pop or rock video music clip. It is filled with glittering and enchanting dances choreographed by Guruh Soekarnoputra.

According to MTV's marketing and communications manager, Daniel Tumewa, it was MTV people who were eager to air dangdut music at the station.

"The program was tested since a year ago. We included dangdut songs in Indonesian music programs and the response was good," said Daniel, as quoted by Gatra magazine.

The station's management consider dangdut music very popular and promising in term of profits. A successful dangdut album can sell an average of 600,000 copies.

MTV sets quite strict criteria for the selection of dangdut songs to be broadcast on the station.

Only top dangdut musicians like Rhoma Irama, Elvi Sukaesih, Cici Paramida, Meggy Z, Evie Tamala and Iis Dahlia may entertain MTV audiences in Asia.

People in dangdut circles welcomed MTV's moves as positive signs in the development of this type of music.

Fazal Dath, a dangdut songwriter, viewed it as a channel to expanding the dangdut market in Asia.

Singers Cici Paramida and Iis Dahlia consider Salam Dangdut as a window to the world.

"We hope dangdut singers can be as popular as pop artists and can go international," said Iis.

Daniel added after launching Salam Dangdut, MTV organized road shows in several Asian countries. "Many people in Asia like dangdut music and we have even received some commercials for the program," he said.

Hadi, an executive of New Metro recording company, is optimistic that dangdut will penetrate world stages.

"We plan to release dangdut songs with English lyrics," said Hadi, who will market the album in Japan and the United States.

Actually, dangdut music penetrated Japan and Asian countries in the early l980s.

Senior dangdut singer Camelia Malik recalled her experience in Japan.

"I've tried to promote dangdut music in the international world since early l980s," said Camelia. Camelia, Reynold and numerous dangdut artists performed in Japan and mesmerized the public with their exotic music.

Some recording companies asked them to record dangdut songs in Japan. "The public was amazing. I heard that some Japanese musicians develop dangdut music in their own styles. I was so proud," she said.

Camelia said that contemporary dangdut singers actually owed their success to the pioneers who worked very hard to convince both music producers and the public to listen to their music.

One of dangdut music's pioneers is Rhoma Irama. His contribution in popularizing this music nationwide was very significant.

His packed concerts, best-selling recordings and, more importantly his movies, placed dangdut music in the mainstream.

After he released his most popular single Begadang (Stay the night), in the early l970s, dangdut fever hit the country.

Since then, many artists have followed Rhoma's steps in pursuing a career in dangdut.

Camelia, a movie-star-turned-dangdut-singer, recalled her own experience when she first entered the world of dangdut.

"My colleagues mocked me for becoming a dangdut singer. The life of a movie star and a dangdut singer was so different at that time," Camelia said.

A dangdut singer was usually regarded as a sexy and vulgar artist with a wacky fashion style and heavy make-up.

In the past, only people from low-income groups enjoyed this kind of music, therefore, dangdut shows were usually held in small cities, villages and slum areas, she said.

"I insisted on singing dangdut in distinct styles. I wanted to change the image of dangdut," she said.

Their tireless efforts to promote dangdut and to change its image as "cheap" music were fruitful.

Since the l980s, dangdut has been widely heard on local radio stations and television and in hotels, karaoke bars and discos.

In the l990s, dangdut enjoyed its golden years.

More and more artists, models and university students were dragged into dangdut music.

The face of dangdut was totally changed into a more classy one. The appearance of beautiful and well-educated singers like Ikke Nurjanah, Iis Dahlia and Cici Paramida freshened the dangdut stage. Teenage idol and model Thomas Jorgi appealed to the youth audience. His dangdut concerts were packed by MTV generation crowds clad in designer clothes.

Their albums sold very well. Each dangdut album could reach at least 200,000 copies.

Some sources said a top dangdut singer can generate between Rp 600 million and Rp 700 million (US$100,000) a year, not bad compared to a minister's salary, which is about Rp 60 million ($8,600) a year.

For live concerts, they can get from Rp 10 million to Rp 15,000 a night.

A dangdut singer said: "We wanted to prove that a dangdut singer could not only be rich and famous but also have high stature among the artists."

Camelia, however, said that the current achievement was realized only after extremely hard work in the past.

"I am grateful that my colleagues can enjoy more respected and comfortable lives thanks to the pioneer dangdut singers," she said.

Appreciation was also shown by other institutions, including television and radio stations, music producers and, of course, the public, she added.

Every year, TPI delivers the Dangdut Awards to honor the best in dangdut music. A number of local music awards have also included a dangdut category.

It is still uncertain whether dangdut music will continue to entertain people in the coming millennium. Only the market and the audiences will tell.