Metalhead Rising

Abstract

Based on the data obtained from Indonesian Ministry of Tourism and Creative Economy (Kemenparekraf), music subsector only gain 0,36%. The statistics considered independent music is one of the weak points in creative economy. Bekraf also stated that lacks appreciation in music makes the situation more challenging especially in independent music industry. Unfortunately, this is in accord to the reality that many independent musicians who produced subcultural music to struggle in terms of economy. One of the weak points is the lack of knowledge in business planning or creating business model, especially for independent musicians in Indonesia. This forces marginalized subcultural music community, such as metalheads, find an option to make another economic access. Bandung based metal band, Koil, considered one of the most well-established musicians in terms of musicality and economy. This research aims to conduct case study base on the alternative economic source of Koil. The output will be the formula of recommendation to the subculture economy well-being. The approach of this research is qualitative method. The validation obtained through empirical inquiries such as interview, observation and literature studies. The conclusion is formulated to business model recommendation. Based on Koil's case study, subcultural improvement through collaboration is the key point for sustainable economy, moreover on the creative economy. Subcultural improvement can be initiated through the collaboration with actors engaged in the community, developing the value based on its lifestyle and crafts. From that stand point, the channel to more economic income will be opened and moreover, new market development will be created. Koil is established not only as musician but as a subculture agent, moreover, a brand that people in subcultural sector can relate to, especially the metalhead subculture. The engagement to the community is established through their collaboration with other actors in the community.