Background:
"Dangdut" is a popular music genre in Indonesia. Once, it was celebrated as the pride of Indonesian own local folk/country music. People would chant the lyrics that they know from the back of their head.
Insight:
What was once a celebrated cultural heritage, now has turned into music that most people despise because of its foul, inappropriate content. Most suburban family who still listens to it, expose their children to these explicit material. For example, there are even youtube videos of these children covering the songs of which the singer is a toddler who curses her father with foul language. Moreover, these suburban kids, keep on reciting the lyrics daily, because it keeps on playing in their neighbourhood.
"Dangdut" is a popular music genre in Indonesia. Once, it was celebrated as the pride of Indonesian own local folk/country music. People would chant the lyrics that they know from the back of their head.
Insight:
What was once a celebrated cultural heritage, now has turned into music that most people despise because of its foul, inappropriate content. Most suburban family who still listens to it, expose their children to these explicit material. For example, there are even youtube videos of these children covering the songs of which the singer is a toddler who curses her father with foul language. Moreover, these suburban kids, keep on reciting the lyrics daily, because it keeps on playing in their neighbourhood.
Idea
"EDUDANGDUT"
An initiative that aims to return "Dangdut" music into something that will once again has a mark in Indonesian's heart. We create a song with educational content in its lyrics so that instead of reciting foul inappropriate content, the song could create a positive culture to the children who hears it.
Credits
Client: Yayasan Pengembangan Media Anak
Agency: Iris Worldwide Jakarta
Creative Director: Albert Chan
Art Director: Jeannie Lie, Wilson Ariyaduta
Copywriter: Adri Zainuddin
Producer: Poerwono
Account Team: Kandi Windoe, Ahmad Syakbani
Audio Composer: Widi Asmara
Thank you for viewing!
