Datuk M. Nasir with his wife, Datin Marlia Musa, after receiving an honorary doctorate from Universiti Utara Malaysia at its 27th convocation in Sintok yesterday. Pic by Amran Hamid

SINTOK: MUSIC composers and producers in Malaysia should conduct an in-depth study on how Koreans package and promote their K-Pop culture to take local music to the global market.

Popular singer-songwriter Datuk M. Nasir said K-Pop culture, which has become a global sensation, was a good case study in exporting Malaysian art, especially music, to the world.

He said although K-Pop music groups presented nothing different from the general pop genre, their ability to package and market the product was phenomenal.

“We should study how the Koreans did that with K-Pop music,” he said after receiving an honorary doctorate from Universiti Utara Malaysia (UUM) at its 27th
convocation here yesterday.

The multitalented singer-songwriter said songwriters should learn how to manage the business side of their art.

“We can produce great songs but we will not get anywhere if we do not know how to position and market the product to niche and mass audiences.”

Nasir lauded Malaysian performers who ventured into foreign markets and said more should be encouraged to follow suit.

“We have to work hard to tailor our music to suit the international market and use the right channels to expose it so that people from other countries will fall in love with our product.”

Nasir thanked UUM for awarding him with the honorary doctorate, saying it was a significant recognition for the local industry.

UUM Vice-Chancellor Professor Datuk Dr Mohamed Mustafa Ishak said Nasir was picked by the university’s senate because of vast contributions to the creative industry.

“Creative industry, such as music, has vast economic potential not only for the local market but internationally as well.

“We need well-trained human capital to manage this industry and take it to greater heights. That is why UUM introduced the Bachelor in Creative Industry Management degree.”

Besides Nasir, UUM bestowed an honorary doctorate in development management to former
MIC president Datuk Seri S. Samy Vellu.

“I am honoured and touched to receive this award and I am pleased to see UUM has achieved so much recognition in its 27 years of establishment,” Samy Vellu said.

At yesterday’s convocation, Kedah Council of Regency member Tan Sri Tunku Puteri Intan Safinaz was appointed as UUM’s new chancellor. She succeeds her father, Yang di-Pertuan Agong Tuanku Abdul Halim Mu’’adzam Shah.

Tunku Intan Safinaz’s letter of appointment was presented by Second Education Minister Datuk Seri Idris Jusoh.

She will perform her duties until the end of Tuanku Halim’’s tenure as king.