Jakarta, 12 December 2025 — The Ministry of Creative Economy / Creative Economy Agency discussed opportunities for strategic collaboration to strengthen the world music ecosystem, particularly traditional Indonesian music, during an audience meeting with Indonesia Music Expo (IMEX). Deputy Minister of Creative Economy Irene Umar emphasized that the government and industry players must work side by side to enhance the global competitiveness of Indonesian traditional music.
Wakil Menteri Ekonomi Kreatif, Irene Umar, menerima audiensi Indonesia Music Expo (IMEX) di Kantor Kementerian Ekonomi Kreatif, Jakarta, Jumat (12/12/2025).
“The state is present not only as a supporter, but as a strategic partner to ensure that Indonesia’s music industry can grow optimally and compete at the global level,” said Deputy Minister of Creative Economy Irene Umar during the meeting at Autograph Tower, Jakarta, on 12 December 2025.
In the music industry, world music refers to a category of music rooted in cultural traditions, ethnic instruments, and local expressions that are packaged for international stages. The term is widely used in global festivals and marketplaces, including IMEX and WOMEX (World Music Expo), as platforms that connect traditional musicians with international curators and industry players. IMEX itself is a world music–based MICE (Meetings, Incentives, Conventions, and Exhibitions) platform and an official partner of WOMEX.
Through this partnership, IMEX serves as a primary gateway for Indonesian traditional musicians to access global networks, connecting them with international curators, festivals, labels, and promoters. Since it was first held in 2011, IMEX has consistently functioned as a key meeting point for traditional musicians and global music industry stakeholders. The most recent edition took place on 9–12 May 2024 in Ubud, Bali.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
During the meeting, Deputy Minister Irene Umar also underscored the importance of a data-driven approach to maximize the economic contribution of traditional music, including mapping direct income and indirect income from transactions, sales of works, industry supply chains, and digital expansion such as catalogs and publishing. The Ministry of Creative Economy and IMEX agreed to follow up the discussion through program alignment and the formulation of a more concrete joint work plan, including mapping the needs of regional music practitioners and establishing structured collaboration mechanisms.
“Every intervention must have clear economic outputs,” said Deputy Minister of Creative Economy Irene Umar.
“Indonesia has extraordinary wealth in traditional music. With the right collaboration and systematic promotion strategies, we can ensure that Indonesian world music becomes increasingly competitive on the global stage,” she added.
The meeting also discussed various opportunities for synergy, including the utilization of IMEX as a promotional platform, the organization of workshops for musicians and managers, and the facilitation of business meetings with international stakeholders. The integration of IMEX programs with related creative economy subsectors, such as traditional music catalogs and national digital platforms, was also identified as a priority. Deputy for Media Creativity, Agustini Rahayu, emphasized that promotion and marketing are the most strategic points in strengthening the creative economy.
“To create added value, transactions must occur. Promotion is the key,” said Deputy Ayu.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
Meanwhile, IMEX Director Franki Raden highlighted shifts in international market behavior, where curation is increasingly returning to direct, on-site experiences at festivals and expos.
“International delegates seek a holistic experience. They want to witness the energy, cultural context, and artistic strength of musicians firsthand,” Franki explained.
Also accompanying Deputy Minister of Creative Economy Irene Umar at the meeting was Director of Music at the Ministry of Creative Economy, Mohammad Amin.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
