Although Indonesia is a land full of music talents, few pay attention to the worrying situation of the music industry in the country—e.g. Karin Novilda’s existence in the music industry.
Karin Novilda, also known as Awkarin, is a famous teenage girl who began her popularity from Instagram. Now she’s got more than 1.6 million followers on her Instagram main account and 254 thousand followers on other account.
[dropcap][/dropcap]Out of nowhere, she tried “jumping” to music industry and had a collaboration with Young Lex at producing her very first song, Bad. The music video was released on September 2016. The song got many bad comments toward Awkarin’s vocals and Young Lex’s rap skills. The music video that was uploaded to Youtube has gained more than 353 thousand dislikes with twenty millions of views.
On November 2016, Awkarin came back with other song, Candu. The music video was pretty impressive and directed nicely. Some people noticed that the music video looks like The 1975’s Somebody Else. Thanks to the pink-neon-themed music video and the beats for making us forget how cringeworthy Awkarin’s voice sounds with the autotunes. I don’t think it could be called as a proper song with her singing indistinctly. If the words are more in time with the beats, or at the very least sing with a proper tune, it could be a little bit more bearable. Again, the music video has gained more than 4.8 millions of views.
She didn’t even stop there. A week ago, she and the team released her latest song, Makan Bang featuring Young Lex, Gibran Prio and Oka Mahendra—Awkarin’s boyfriend and a CEO of Takis Entertainment.
“Making a song for 30 minutes, filming a music video without any concept, not mixing the track and the song was not edited well. And we’ll certainly gain millions of views—on Youtube,” Oka wrote the caption on his post on Instagram after releasing Makan Bang.
Well, Oka Mahendra and Awkarin, next time, please put more time during your song writing, do have a concept planned out for the music video, mix the track and put a lot of effort when you’re editing. That way, you gain millions of views for all the right reasons.
Indonesians are already so deep into listening to a lot of crap with such lazy artistry that we just can’t digest actual complex music anymore. Musicians that actually respect the art form, are putting a lot of work into their craft and are struggling to facilitate themselves for their art—unlike Awkarin and her team—are the ones who deserve those views.
However, we—who love enjoying the truly form of art—are enough listening to your shitty music, Awkarin.
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