'Hard Rock FM' marks anniversary

By Helly Minarti

JAKARTA (JP): Judging from its name, Hard Rock FM must be a radio station blaring out hard rock music, right? Wrong. While the numbers played do include some hard rock, its staple roster is a blend of today's hits and yesterday's favorites.

If you assume Hard Rock FM is somehow connected to Hard Rock Cafe, you are on the mark as the station is part of the Hard Rock Cafe Group. But while Hard Rock cafes are found in several places around the world, the radio station is unique to Jakarta. Both the station and cafe are located in the Sarinah building on Jl. Thamrin.

Hard Rock FM was formerly Radio Antar Nusa, which was established several years ago, but acquired its new name last year after a change in management. Like the cafe, the radio station also targets young people aged between 20 to 30 years and from the middle to upper classes.

In celebration of its first anniversary on April 20, the radio station is organizing several quizzes and a fund-raising program to help MUSISI, a newly established organization for Indonesian musicians.

The festivities peak with a music concert at Hard Rock Cafe this Sunday. Timor Indonesia Kita features 10 local singers and musicians who have been at the forefront of the music scene's development. They are Harvey Malaiholo, Ruth Sahanaya, Vina Panduwinata, Trie Utamie, Fariz RM, Indra Lesmana. Keenan Nasution, Imaniar, Titi DJ and Utha Likumahua.

"From everyday observations, we know that Indonesian music has its own place among its own audience," said Meuthia Kasim, the Operation Manager of Hard Rock FM. "Look at the solo concerts at Hard Rock Cafe stage. People came out not only to see Hootie & Blowfish from the U.S., but also to concerts by Chrisye and KLA Project."

In cooperation with MTV Asia, the radio station will air the MTV Asia Hitlist. Despite its tie-up to the international TV station, Meuthia emphasizes Hard Rock FM is also committed to supporting development of Indonesian music.

"I believe more Indonesian artists and musicians will perform at the Hard Rock Cafe in the future," she said.

A popular and easily identifiable brand name is no guarantee of success and the station has struggled amid strong competition. "In the first year, we were still not listed on the standard Marketing Survey conducted by Survey Research Indonesia, and that's why it's hard to get commercials," Meuthia said.

Although it has yet to reach the break-even point, "we have managed to fill at least 40 percent of available ad-spots," she added.