Indonesian actor and singer Irwansyah talks about how technology has changed his life
IN WHAT WAY IS SOCIAL MEDIA USEFUL TO YOU?
It helps me understand my fans better, like knowing where they come from. For instance with Instagram, I get to know the demographic details of the people who support my work.
For example, 10 per cent of my followers are from Malaysia. This is important and helpful when it comes to carrying out promotional campaigns. I am an avid social media user. Even though I am not able to upload postings as much as I’d like to, I still like to log into my account and scroll through my feed to get daily update from people I follow — it’s very addictive.
Being digitally empowered allows us to share our activities easily. I mean, staying connected is probably the main reason why we are all embracing the tools that come with this age.
WHAT DO YOU NORMALLY BROWSE FOR?
Anything fashion-related. I don’t have any particular style icon that I follow online. I am really into street fashion, so I get inspiration from ordinary people who share their #ootd (outfit of the day) online.
WE FIRST GOT TO KNOW YOU FOR YOUR MUSIC, BUT IT HAS BEEN A WHILE SINCE WE HEARD ANYTHING NEW FROM YOU. ANY REASON?
Not really. I am planning to come up with a single soon. But since we are talking about the digitisation of things, the dilemma the music industry faces today is on poor compensation or unsteady income streams.
Although streaming platforms are more rewarding now for artistes, the issue of piracy and the drop in sales are still big challenges to overcome. Personally, I’m not against innovation but I feel that there must be better implementation of sound copyright laws and royalty models for musicians.
DO YOU HAVE A FAVOURITE TRACK ONLINE?
The Beatles cover of Yesterday by Adam Levine and Tony Lucca.
CAN YOU TELL US MORE ABOUT YOUR DESSERT ENTERPRISE?
The business is essentially online-based and focuses on cakes as
“oleh-oleh” (souvenirs). We are available in 14 cities across Indonesia; each locality offers different dessert options.
I oversee the one in Medan called Medan Napoleon while my wife Zaskia Sungkar overlooks Surabaya Snow Cake in Surabaya. Indonesian singer Laudya Cynthia Bella, who is also a good friend, manages Bandung Makuta in Bandung.
Although we do have an offline store, most of our activities — promotional and marketing efforts — are done online. Creating a strong online presence is key for successful branding. With different locations we need to make sure that our contents are also tailored to the demographic characteristics of consumers.
I am so grateful for the Internet because businesses can reach consumers quickly and easily.
A MOMENT WHEN TECHNOLOGY TOOK YOU BY SURPRISE?
Probably when our mobile gadgets transformed from Qwerty keypads to touchscreens. It still amazes me how much our lifestyle has changed and grown over the years.