'Hard Rock FM' marks anniversary

'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.