Sony Music Indonesia and Sun Eater Group have launched Lunar, a joint-venture record label operating as PT Lunar Musik Indonesia, to scale Indonesian talent for global audiences. By merging Sony’s international distribution network with Sun Eater’s grassroots curation, the label aims to bridge the gap between local creative communities and mainstream international markets.
How does the Lunar partnership combine major and indie strengths?
The venture functions as a hybrid model designed to offer artists both creative agility and massive scale. Sony Music Indonesia provides the global distribution infrastructure, while Sun Eater Group brings expertise in independent artist development and community building.
Sun Eater Group has previously managed prominent acts including Hindia, Lomba Sihir, and Feast. This history of bridging grassroots scenes with mainstream success serves as the foundation for the new imprint.
“Lunar was born from a desire to create a progressive space that respects the pace of artistic growth,” said Kukuh Rizal Arfianto, founder and CEO of Sun Eater Group. “Together, we are offering these artists the best of both worlds: the agility and heart of an indie label with the incomparable reach of a global leader.”
Muhammad Soufan, general manager of Sony Music Indonesia, noted that Indonesia possesses one of the most digitally active music communities globally. He stated that the partnership combines Sony’s reach with “authentic, grassroots creative curation.”
What artists are on the initial Lunar roster?
Lunar has debuted with three distinct artists, each representing different sonic territories and digital growth patterns:
Kecoud
Based in East Java, Kecoud utilizes a fusion of contemporary hip-hop and traditional Keroncong. His digital presence is driven by viral reinterpretations, such as “Bad Bunny asli Purwokerto,” which adapts the Puerto Rican artist’s style into Javanese. His track “Shawty Tjantik,” a collaboration with Crisbe, has reached 305,000 YouTube views, contributing to a monthly Spotify listener count of 218,000.
Alee
Alee represents the “online-first” momentum characteristic of modern music discovery. While he has yet to release a commercial track, his songwriting process video titled “(Untitled)” has garnered over 1.2 million views and 221,000 likes on TikTok, driven by significant fan demand for an official release.
Nandoshi
Nandoshi, the performing name of Ananda Alivia, focuses on English-language pop. Her musical style draws comparisons to international artists like LANY, Dayglow, and NIKI. Sun Eater identifies a creative lineage between Nandoshi and Reality Club, a former act on the group that established a crossover audience as an English-singing Indonesian act.
“I want my music to make people feel understood and emotionally moved,” Nandoshi said. “I’m excited to dream even bigger with Lunar while staying grounded in who I am as an artist.”
What is the future strategy for Lunar’s talent?
The label has established a roadmap to add three further artists to its roster by the third quarter of 2026. Lunar plans to sign three additional artists, specifically targeting three emerging market niches:
- Hyperlocal regional music: Acts that lean into specific Indonesian cultural identities.
- Persona-driven online-first artists: Creators who build significant influence through digital platforms before traditional media.
- Halal Pop: A dedicated lane for music catering to specific cultural and religious sensibilities.
This strategy suggests a shift away from generic pop toward highly specialized, identity-driven genres that can find dedicated global audiences through digital niches.
Frequently Asked Questions
What is PT Lunar Musik Indonesia?
It is a joint-venture record label between Sony Music Indonesia and Sun Eater Group designed to develop Indonesian artists for global markets.
Which artists are signed to Lunar?
The initial roster includes Kecoud, Alee, and Nandoshi.
What genres does Lunar target?
The label targets hyperlocal regional music, persona-driven online artists, and “Halal Pop.”
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