Depok-The Media Production study program, Vocational Education Program, Universitas Indonesia (UI) is one of the study programs that focuses on education to produce graduates to become creative industry players who suit industry needs. Teaching in Media Production focuses a lot on producing creative works, such as digital content, games, animation, e-sports, music, streaming and other mass communication channels. In the music field, the Media Production study program has built a curriculum that contains several related courses, such as Music Content Production, Audio Content Production, Digital Publication and Media Content Monetization, and others.
In order to strengthen students’ knowledge in the field of music, the Media Production study program has just held a guest lecturer lecture by presenting Salmantyo Ashrizky Priadi—or better known by his stage name Sal Priadi, an Indonesian singer, songwriter and actor—as a series of Promates Appreciation Day (Pro-App) activities. Pro-App, which is an annual event for the Media Production study program, chose the core music media as this year’s big theme. Pro-App 2023 discusses the development of various content formats and music genres, especially in Indonesia. In the series of Pro-App 2023 activities, screenings were also presented of various works by new students from the class of 2023 in the form of advertising videos, films, podcasts, and music videos.
(Photo: Talk show session with Sal Priadi at Pro-App 2023 activities)
On this occasion, Sal talked about the beginning of his musical career. He started his musical debut by releasing a single entitled “Kultusan” in 2017 and followed it with the single “Ikat Aku di Tulang Belikatmu” in 2018 which led him to win a nomination for Best Pop Male Solo Artist at the 2018 Anugerah Musik Indonesia awards. “I started liking writing songs since I was little. Several works on the album ‘Berhati’ were written in 2016 and released in 2020. My interest in music and theater gave me the courage to form my identity as a musician. Many of the songs I create are inspired by other people’s life experiences and expressed in lyric form. It is important for a musician to have a high level of imagination in creating a work,” said Sal.
Increasingly massive technological developments are also making changes in the world of music. According to him, nowadays everyone can create creative work which is supported by various emerging media platforms. Sal said, “Currently, many young musicians have the courage to share their musical works through various social media channels, such as SoundCloud, Spotify, YouTube and other digital platforms. In fact, they also label themselves as ‘indie’ musicians or musicians who produce their work independently.”
Sal also shared another experience during the creation of the work “Amin Paling Serius” which was released with the female singer, Nadin Amizah, in 2019. “The song ‘Amin Paling Serius’ was produced remotely with Nadin. At that time, Sal was in Malang, while Nadin was in Jakarta. We wrote together and decided to meet several times to create the work. It proves that a work can be created using digital media, even bringing together various musicians,” added Sal.
(Photo: Sal shares his experiences during his career in music and film)
Sal is confident that the Media Production study program will produce many musicians, filmmakers, singers, songwriters and other creative industry players. He advised students to fight for their dreams and know the ultimate goal in their work, as well as enjoy the process of achieving these dreams.
Head of the Media Production Study Program, Ngurah Rangga Wiwesa, M.I.Kom., said that Pro-App activities will continue and vary every year in accordance with the Media Production curriculum which adapts to the creative industry every time. “The Media Production study program will strive to create graduates who are competent and have great potential as creative industry players. I hope that graduates of the Media Production study program can also compete actively on a national and international scale,” said Rangga.
