Renowned six-time Grammy-winning producer, Steve Lillywhite, known for his work with top artists such as U2, the Killers, and the Rolling Stones, has ventured into an unexpected business endeavor. As the chief executive of Jagonya Music & Sport Indonesia, based in Jakarta, Indonesia, Lillywhite has ventured into a partnership with Kentucky Fried Chicken (KFC) to offer recorded CDs alongside fast food at KFC restaurants across Indonesia.
In a time when physical CD sales have drastically declined in the United States, with a mere 99.4 million full-length discs sold in 2016 according to the Recording Industry Association of America, Lillywhite’s company has achieved an impressive milestone of selling 500,000 CDs every month. These CDs are being sold in conjunction with popular menu items such as the Chick ’N Fillet sandwich and the Colonel Yakiniku Rice box.
Lillywhite compares his role to that of running a record label, as he is involved in selecting the music to be featured in Indonesian KFCs. Presently, the featured songs exclusively come from Indonesian artists, but Lillywhite hopes to expand the repertoire in the future. Artists are approached by the company, and Lillywhite also ensures that unsigned artists have the opportunity to feature their music in KFC in exchange for signing directly with Jagonya Music & Sport Indonesia. The company orders CDs from a distributor and pays a percentage of the sales to KFC, as well as royalties to the artists.
Lillywhite’s unexpected journey into the Indonesian music market commenced six years ago when he gave a speech at a 2011 music festival in Singapore. During the festival, he met individuals who later invited him to produce music for the Indonesian band Noah. His experience working with them and his admiration for the country prompted his interest in the Indonesian music scene.
This uncommon partnership between a distinguished music producer and a fast-food chain has captured attention. Nonetheless, given Lillywhite’s prestigious background and track record of success, it’s evident that this collaboration should not be underestimated.
As a seasoned professional in the industry, Lillywhite’s ability to navigate the music business’s evolving landscape and devise innovative strategies for marketing and selling music serves as a compelling model of adaptability and entrepreneurial spirit. His accomplishments at Jagonya Music & Sport Indonesia underscore the boundless opportunities that arise when creativity and business acumen converge.
The unexpected fusion of music and fast food in Indonesia, made possible by Lillywhite’s expertise, exemplifies the exciting and unforeseeable paths that the music industry continues to explore. It serves as a reminder that unique opportunities and uncharted territories are always worth pursuing, even when they seem unconventional.
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