Message from the IPB Business School: Creative Industries, Future Generation Trends


Coinciding with the commemoration of the Youth Oath Day (28/10), the Student Executive Board (BEM) of the Bogor Agricultural University (IPB) Business School held an Ideanation event which raised the theme Super Mind Creates Super Generation. The event was attended by the Dean of the Business School (SB) of IPB and its staff and presented five speakers representing the creative industries in Indonesia, namely Hendy Setiono (Founder of Baba Rafi), Aulion (Youtuber, content creator), Barry Likumahuwa (Musician), Tasya Kamila (Artist), and Tere Liye (Novelist).

Dean of SB IPB, Prof. Dr. Ir. Noer Azam Achsani, MS, raised the issue of independence in his welcoming speech. He stated that there were three aspects of the country which could be said to be independent, namely independence in terms of food, energy, and economy.

"Unfortunately, currently Indonesia does not have all three. Indonesia is still half independent. Through this Ideanation event, I hope that the younger generation can completely regain independence, especially in the economic field, "he said.

Meanwhile, in his presentation, Hendy Setiono, founder of Kebab Baba Rafi, who has become the largest kebab company in the world, said that he opened his business when he was still a student (19 years). Now, the business is not just kebab, Hendy Setiono has expanded its wings in other culinary ventures such as the cakekinian which collaborates with influencers (Arif Muhammad and Tiara Pangestu), foresthree coffee in collaboration with Deva Mahendra actors, to Vaname Shrimp Pond in Subang, which is planned as a shrimp franchise first in Indonesia. Kebab Baba Rafi, whom he piloted for 15 years now has 1300 outlets spread throughout Indonesia and nine countries.

"Business is a learning process. No businessman doesn't go through a difficult time. Failure and bankruptcy are friends. In business, branding and innovation are very important to survive. Be the first one. But if it can't be the first, it will be the biggest, "he said.

It's different from Aulion, the famous content creator with its stop-motion and colorful videos. He revealed that in the millennial era, being a YouTube/content creator was nothing special. For that, he said, a content creator must have an idea that can become a characteristic.

Meanwhile, Barry began his career as a Jazz musician since childhood and has won many achievements. One of them is the Best Bassist Asian Beat Festival (2013). He stated that music is the most effective tool in delivering the message to be conveyed. He also advised in a career, must know his passion and to know that passion must know what things will be fought for.

As with Tasya Kamila, a young singer and Indonesian artist are currently continuing her Masters' studies in the United States through a scholarship from the Education Fund Management Institute (LPDP). He gives tips on dividing time.

"You have to know the goals you want to achieve, so you can categorize activities that are important and which are not," he said.

He mentioned the demographic bonus that will be faced by Indonesia and the youth must be able to use it. Adequate access must also be an opportunity to actualize themselves.

The last speaker, Tere Liye, closed the Ideanation program by talking about creativity. According to him, 10-20 years from now is the era of creativity. The ideal of youth now is the creative industry.

"The middle class in Indonesia is growing, which is why films and novels — the creativity industry — have increased market segmentation. There will be a time in the future, an author of his work sold one million copies in two weeks. Therefore, wherever the field of work, keep thinking creatively, "he said. (ASK / Zul)



Published Date : 31-Oct-2018

Resource Person : Prof. Dr. Ir. Noer Azam Achsani, MS

Keyword : creative industry, IPB Business School, youtuber, content creator