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Introduction
This viewpoint paper is based on consultancy project in developing strategic marketing plan for building a professional recording studio in Bandung, Indonesia. There has been very little research and industry statistics about recording studio in Indonesia, particularly in Bandung. However, Bandung has been widely known as a “Creative City” which has strong traditions in the areas of design and fine arts, including music (Robinson, 2014). UNESCO (2015) also emphasis that Bandung has made strong commitment to stimulate the creative economy through various areas. It has over 50 educational institutes and design studios, while it also conducts music festivals regularly such as the Helafest, Bandung Berisik, and Kampoeng Jazz. Bandung has also been renowned for its proficiency in producing high-quality music artists in the national and even international level; even more, it is said that Bandung has been a benchmark for the Indonesian music industry (Soemardi and Radjawali, 2004). Some prominent Indonesian music artists were originated from Bandung such as Burgerkill, Mocca, The S.I.G.I.T., Peterpan, Noah, /rif, Project Pop, Gigi, Cokelat, D’Cinnamons. In regards to these rich potentials and the prominence of Bandung in musical aspects, there is a need from several entrepreneurs and investors to gain conceptual understanding in which how recording studios shall effectively and efficiently improve their services in the highly dynamic music business landscape, particularly in Bandung. Consequently, this study argues that in order to effectively and efficiently develops a professional recording studio, critical factors must be taken into consideration, as critical factors are those aspects that have dominant and great impact toward the service of a business.
Previous studies that tried to scrutinize the key success factors in music recording studio industry in Indonesia are noticeably lacking, whereas music artists still rely heavily on recording studio providers to record their music and distribute it to the market. This paper will then attempt to fill this particular gap by finding out the critical success factors (CSF) of recording studio business – as this business requires relatively high amount of capital – to help managers to create strategic marketing plan within effective and efficient budget. At the end, it is expected that managers of recording studio may be able to understand comprehensively and effectively address the critical factors perceived by artists in...