Af­gan­syah Reza em­braces the past in new sin­gle

The Jakarta Post - - BUSINESS - Agus Dwi Has­tuti — The writer is an in­tern at The Jakarta Post.

Af­gan rose to promi­nence with mel­low bal­lad songs, such as “Ter­ima

Kasih Cinta” (Thank You Love), “Sadis” (Sadist) and “Jodoh Pasti Bertemu” (Soul Mates Will Cer­tainly Meet). The new sin­gle from his lat­est al­bum Sides, how­ever, shows an­other side of his mu­sic.

The sin­gle, sim­ply dubbed “X,” comes with an ur­ban hip-hop style, for which Af­gan col­lab­o­rated with Malaysian rap­per and singer Son­aOne.

“Son­aOne and I know each other well. I have lis­tened to his mu­sic and I re­ally like it. I ap­proached him for a col­lab­o­ra­tion and he agreed,” Af­gan said re­cently at a press con­fer­ence for the sin­gle’s of­fi­cial video re­lease.

The ti­tle of the sin­gle comes from the spell­ing of “ex,” which sug­gests that the song is about a past heart­break.

Af­gan said the song was in­tended to make ev­ery­one look at their past with­out re­gret and move on.

He also pro­moted the sin­gle through a cam­paign on In­sta­gram. Us­ing the hash­tag

#XCERITAMU (#YourExS­tory), Af­gan asked all of his fol­low­ers to share their past ex­pe­ri­ence with their exes and then posted some on In­sta­gram.

The cam­paign it­self en­cour­aged thou­sands of his fol­low­ers to be involved. From there, Af­gan re­ceived a lot of story sub­mis­sions that in­spired him in writ­ing the sin­gle.

“I wanted to in­vite my lis­ten­ers to par­tic­i­pate in this sin­gle be­cause I be­lieve ev­ery­one has their dif­fer­ent past, be it good or bad, that we need to em­brace,” he said.

Af­gan also plans to hold #Xmar­ket, a garage sale of goods do­nated from his fol­low­ers, as part of the pro­mo­tion for the sin­gle. The goods con­sist of items that his fol­low­ers re­ceived from their exes.

At first, Af­gan did not feel very con­fi­dent with the sin­gle be­cause it was a to­tally dif­fer­ent style for him.

“Un­til now, I’m still learn­ing to ad­just when I sing the sin­gle at live shows,” he said.

How­ever, he was de­lighted af­ter see­ing the re­sult of the mu­sic video, which got pos­i­tive feed­back from his fans. Just a few weeks af­ter the video re­lease, the sin­gle topped the charts at many radio sta­tions in In­done­sia.

The of­fi­cial video, which was re­leased on Nov. 1, high­lights the fu­tur­is­tic and ur­ban vibe of me­trop­o­lis Seoul in South Korea.

The five-minute mu­sic video also has char­ac­ter­is­tic col­ors and moods of the city, which em­pha­sized the ur­ban feel of the sin­gle.

Europe was ini­tially sup­posed to be the choice lo­ca­tion for film­ing mu­sic video. How­ever, due to tech­ni­cal is­sues, pro­duc­tion house Trin­ity Op­tima opted for South Korea as the al­ter­na­tive.

Re­gard­ing the in­con­sis­tency that peo­ple will bring up re­gard­ing his mu­sic af­ter the video and sin­gle re­lease, Af­gan said it did not bother him at all.

“I think singers or mu­si­cians will al­ways evolve,” he said.

As for the fu­ture, Af­gan plans to have a solo con­cert next year to com­mem­o­rate the 10th an­niver­sary of his ca­reer in the mu­sic in­dus­try.

Ac­cord­ing to Af­gan, the con­cert will take place around March 2018 and is go­ing to be a grand con­cert be­cause he wants to give it his best.

“The up­com­ing con­cert will be pre­sented for my fans, fam­ily, friends and all the peo­ple who have sup­ported me through­out the years. Ten years in the mu­sic in­dus­try is a great mo­ment,” he said.


Some­thing new: In­done­sian singer Af­gan (left) and rap­per Son­aOne in­tro­duce their col­lab­o­ra­tive sin­gle, “X,” at a press con­fer­ence. Get to know me: The cover of Sides, the lat­est al­bum from Af­gan­syah Reza.

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