ABSTRAK HINGGA KE BULAN

AHKB PROFILE 2013
ABSTRAK HINGGA KE BULAN
EXECUTIVE SUMMARY
Abstrak Hingga
Ke Bulan (AHKB)
with a new line-up.
Gearing up to a new
direction
Executive Summary - Introduction - Music Industry Overview - Objectives - Band Members - Strength & Past
Success - Vision - Mission - The Product - Brand/Band Positioning - Contact
Abstrak Hingga Ke Bulan, a band that needs little introduction
was established by Jen Ed (a.k.a) Zarul in December 2006
following the dissolution of his previous band. With musical
influences such as Pink, Puffy Amiyumi, Asobi Seksu, No Doubt,
Gwen Stefani, U2 and Letters to Cleo. The band’s hits such as
“Menanti”, “Awan dan Bintang” and “Cinta Ini Milik Kita” were
not uncommon on the airwaves of Hot FM and Era. Meanwhile
their English single “When You’re Not There” spiraled them to
international recognition in the United States and got the band
representing Malaysia in the SUTASI competition in 2008.
Following a brief hiatus, Abstrak are now back with a new album
and line up – Jen Ed (lead guitars/supporting vocals), Deeba
(lead vocals), Ikmal (drums), Fendy (guitar/keyboards) and
Aretom (bass) – and are all set to take on the Malaysian scene by
storm. The band returns in 2012 with a brand new album
featuring seven new Malay tracks and three English tracks.
Meanwhile, their latest single – “Tanpa Dirimu”, “Di Pintu
Syurga” and “Tik Tok” have been recorded and fans can expect
them at local music stores soon. Fans of Abstrak can now listen
to “Tik Tok” on Hot FM for the time being but will soon hit the
airwaves of other radio stations.
A history of its own
Being a band deeply rooted in
the local music scene, Abstrak
Hingga Ke Bulan will continue
to make good music for your
listening pleasure
[1]

AHKB
INTRODUCTION
ABSTRAK HINGGA KE BULAN
WHO!
A four-piece band
that plays a fusion
of pop and ska aptly
named ‘pop-ska’. The
band plays original
music composed by the
band leader, Jen-Ed
aka Zairul
WHAT
A 13 Song album
showcasing a diverse
range of musical
styles heavily
influenced by both
local and
international artist
WHEN
New gear, new
image, new album
June 10, 2013 would
be the release date
of the album
[2]

MUSIC INDUSTRY
OVERVIEW
With the increasing demand
of local independent music,
Abstrak Hingga Ke Bulan is in
a unique position to fit in the
market gap in this
demographic.
The local music scene is
definitely growing, even at a
slow pace. Founder of Voice
Independent Music Awards,
Siva Chandran mentioned in an
interview :
“Over the past year,
independent musicians have
been dominating the national
music awards platforms, TV
advertising campaigns and
radio charts. So obviously
something has gone right, and
is getting better,”
Perseverance is the key to
success in the music industry.
Abstrak Hingga Ke Bulan has
been in the industry for 7 years
and has gone through it’s ups
and downs.
“Some of our local acts have
really made it big, but when
you look at their portfolio and
how they managed to reach the
position they’re in, you’ll see a
lot of small gigs, clever street
marketing and perseverance,”
- Siva Chandran, Founder,
VIMA
LOCAL SCENE
Performance
for Sentuhan
Ikon.
Many venues, one purpose
With the increasing number
of live music venue, indie
bands now have more
options to showcase their
works to a real-live
audience. This enables
bands to interact with
their fans on a closer
level.
[3]

OBJECTIVES
Market Placement
Thrive to set foot in the local music scene
Satisfy the requirements of a proper independent act
Marketing, Management, Promotion & Advertising
Continuously promote the artist in more existing and
revolutionary but most cost efficient process
Making marketing, promotions, PR and advertising
fun & exciting
Using global networking and agencies to take the
album worldwide
Consumers
Listen to their demands
Keep them updated with
newsletters of latest
happenings
Keep them updated through
various promotions and event
through media
Understand their
psychological and buying
habits
Media
Keep them updated with our promotions and album details
Express coverage and treat them to our party invites and gifts
Press kits filled with goodies
Visual Merchandising
Continuously capture target audience with displays and
visual merchandising
Creolize visual merchandising according to local market
but still keeping the artist’s post-steampunk image
Push boundaries in visual merchandising whilst being
cost effective
TIME FRAME MAY JUNE JULY AUGUST
Recording
13 songs to be
recorded and
mastered
Release
Tentatively 10
June with
radio airplay
and interviews
Tour
Klang valley
music venue
tour
Review
Assessment and
review of
success
indicators
[4]

AHKB
band members
Zairul Addry - Band Leader, Lead Guitarist & Composer
“Peace, Love and Respect”
Deeba Baharuddin - Lead Vocal
“Music is my life, my soul”
Fendy Tajudin - Synthesizer & Bass
“Music for the family”
Aretoms - Bass
“Chill”
[5]

STRENGTH & PAST SUCESS
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A HISTORY OF OUR OWN
According to the band leader,
“Following the two year break, we wanted to
take on a fresh direction moving forward
with Abstrak Hingga Ke Bulan. With the
inclusion of Deeba’s unique sound on
lead vocals together with Fendy and
Aretom’s creative input, we are proud
to say that the band has found what it
was looking for and we are set to take
the band to higher levels”
A history in the
making
Abstrak Hingga ke Bulan, which currently
produces their own artiste under their own
label, Satu Untuk Semua Records (which falls
under Produksi Runut Bunyi) are
testament to the fact that pure passion
for what they do, hard work, and a
genuine love for music are essentially
all that is needed to make their mark in
the industry. However, they do hope to
receive the support from the local music
industry.
[6]

AHKB
swot analysis
S
STRENGTH
Our unique blend of pop-ska music
Our appealing image
Our understanding of the indie music culture
Our connections within the industry
Our ability to write and compose songs ourselves
W
WEAKNESS
Lack of funding & exposure
Competition within and outside of Malaysia
Logistics in terms of paperworks and legal matters
Artist availability in Klang Valley
O
OPPORTUNITY
High market demand for independent music
Various international collaborations in the USA and UK market
Facebook compilations opportunity
Relatively easier and cheaper to operate in the current music market
Higher buying power for consumers
T
THREATS
Government regulations on control of creative materials
Economic downturn
Unforeseen circumstances e.g time factor, financial factor
Competition and Imitators
[7]

VISION
Brand Image
Becomes stronger and relates to consumer emotionally
Continue to be constantly brand “Abstrak Hingga Ke Bulan”
well and divert our the image to the best it is
Well distributed through strong and viable PR
Marketing
Marketing through our label, Inter Global Music
Liaise with international acts and production houses
Targeted places worldwide include record stores and
lifestyle outlets
IN THE PRESS
Product Development
Have the quality to compete with the industry
Continue to improve and adept to market needs
Thrive to find new ways to improve the product
Sponsorship, Endorsement, & PR Events
For album launch, music video, and recording of further
albums
Sponsorship for materials used during live events and music
video
Participate in music events such as open mics and gigs
A still
image from the
video clip ‘Tiktok’
Servicing the media
With the fast paced
technological environment
that we live in now, fans
(our consumer) have access
to our product even faster
than before.
[8]

AHKB
mission
MISSION
Mission Possible
GENERAL
Starting in Malaysia
as a music and
culture loving
country. Gain
international
recognition.Continue
to expose Abstrak
Hingga ke Bulan in
Malaysia and Asian
regions
[9]
PROMOTIONS
Gain more exposure in
the local and global
industry by
participating in
various events such
as Open Mic, Battle
of The Bands, etc.
FINANCIAL OBJECTIVE
To recoup 100% from
album sales within 6
months of it’s
launching.

THE PRODUCT
Ideas on album/single cover
As the band matures with
age and experience, the
band would want to embrace
a new image that is
fitting to their current
needs ands standards. The
product is a 13 song
album.
A poststeampunk
image
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100
BAND/BRAND
POSITIONING
IN THE SCENE
80
60
40
20
0
Price Place Image Promotion Product
Moderately price (penetrative pricing), selective distribution
locations, high quality image and style, medium scale
promotion and above average product quality.
Formula used is (P+P+P+I)/4 = P*
Y axis is an average rate of per 100 (x/100)
A recorded
performance
Don’t sweat it!
Abstrak Hingga Ke Bulan
will give it’s best
performance for any gig
given
[11]

CONTACT
Contact us for your next event or
showcase!
We will
entertain you!
Disclaimer
All works (other than cited materials) in this
band profile is the intellectual property of
Anuar Matsaat (Band Manager). This
profile is for the sole purpose of promoting
the band Abstrak Hingga Ke Bulan
CONTACT DETAILS
• abstraktheband@gmail.com
• abstrak2dmoon (facebook)
• AHKB_music (twitter)
• AHKBVideoChannel (Youtube)
ABSTRAK HINGGA KE
BULAN
01126619286 (Anuar - Manager)
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