The Challenge
When USEA Global, the Singapore-based arm of a Japanese licensed music management technology company moved to establish itself in Indonesia at the end of 2025, it entered a market in the middle of one of its most heated debates: music royalties.
The conversation was loud, emotional, and dominated by distrust. It was also a market where an incumbent collective management body already held the relationships and the mindshare. For USEA Global, the problem wasn't just visibility. it was credibility, and access to the stakeholders who actually shaped the industry.
Conventional promotion wouldn't cut through. So Media Buffet, acting as USEA Global's consultant in Indonesia, built the campaign around three objectives:
- Build awareness and credibility for USEA Global within the global and Indonesian music royalty ecosystem.
- Shift the public conversation from friction toward transparency and accountability — giving industry stakeholders, including mall and property associations, a constructive voice in the debate.
- Open access to strategic associations and decision-makers driving the sector — including PHRI, APERSI, ASENSI, and HIPPINDO.
This was never a campaign run from a distance. From the outset, Bima Marzuki, CEO and Founder of Media Buffet, led the strategy personally and executed by Felicia Wulandari, Senior Consultant, designing the approach, steering the narrative, and actively opening the doors to the associations and decision-makers that would ultimately give USEA Global its seat at the table. On the client side, USEA Global CEO Jerry Chen was directly involved throughout, lending the campaign the credibility and candor that only a founder stepping into a contested conversation can bring.
Enter the Conversation, Not Interrupt It
Instead of manufacturing a new narrative, Media Buffet chose to enter the conversation that was already happening — and redirect it toward a more constructive point of view.
Analysis of public discourse revealed something important: the real friction wasn't objection to royalties themselves, but low trust in a system perceived as lacking transparency. That insight became the campaign's foundation. Every piece of communication was built not to sell a service, but to reframe the issue — positioning transparency and accountability as the real conversation worth having.
Creator-Led Content
To reach audiences where the debate was actually unfolding, the campaign leaned on creator-led content. Rather than broadcasting corporate messaging, Media Buffet worked with voices the audience already trusted to introduce a more contextual, level-headed perspective — meeting people inside the conversation instead of shouting over it.
Building Depth Through Long-Form Content
Awareness gets attention; depth builds belief. The campaign brought in a podcast format featuring USEA Global CEO Jerry Chen on a business-focused show. While the audience was more specific, the format drove high engagement and gave the issues of transparency and business value room to be explored properly — something a short-form post could never do. Having Jerry Chen speak directly to the market — openly, and on the record — did more for USEA Global's credibility than any amount of promotional messaging could.
Managing the Narrative
Distribution was only half the job. In a space dominated by emotional commentary, Media Buffet focused on the quality of the conversation — surfacing factual, constructive perspectives and connecting audiences who wanted to understand the issue in depth with the content that could explain it.
The Results
The campaign generated more than 1.2 million views and reached over 670,000 people across platforms — but the numbers were never the point.
Where it mattered most, the campaign delivered access and dialogue. It strengthened USEA Global's positioning as a licensed music management solution built on transparency and accountability. More importantly, it opened doors that had been closed: USEA Global is now in active collaboration with the national collective management body (LMKN), while simultaneously exploring new business opportunities with leading industry associations — including PHRI (hospitality), HIPPINDO (retail), APERSI, and ASENSI.
The Takeaway
The USEA Global case shows that when a brand steps into a sensitive public issue, success isn't measured by how much noise it makes. What matters is the ability to read the conversation, understand what the audience is really worried about, and position the brand as part of the solution.
