USEA Global Case Study: Building Brand Relevance amidst the Music Royalty Polemic in Indonesia

Media Buffet is helping USEA Global, a licensed music management technology company from Singapore, build relevance amidst the increasing debate over music royalties in Indonesia by the end of 2025.

Instead of using conventional promotional approaches, campaigns are designed to tap into conversations already taking place and steer discussions toward a more constructive perspective. Through a combination of creator-led content, podcasts and narrative management, the campaign succeeded in generating more than 1.2 million views and reaching more than 670 thousand audiences on various platforms.

In addition to increasing awareness, this campaign helps strengthen USEA Global's positioning as a licensed music management solutions provider that prioritizes transparency and accountability.

As a USEA Global consultant in Indonesia, Media Buffet designed the campaign with three main objectives:

• Increase awareness of USEA Global in Indonesia.
• Positioning the brand as a transparent and accountable solution in managing licensed music.
• Ensuring the brand is present in a relevant manner in the midst of ongoing public conversations.

Instead of creating new conversations, Media Buffet chose the strategy of tapping into conversations that were already happening and redirecting the discussion to a more constructive point of view.

Enter the Conversation, Not Interrupt It

Analysis of public conversations shows that the root of the problem lies not in objections to royalties themselves, but rather in low trust in a system that is deemed to lack transparency. This insight becomes the main foundation of the campaign. The communication that is built does not focus on promoting services, but on how to present a more contextual perspective on developing issues.

Building Depth Through Long-form Content

The campaign is also strengthened through a podcast format that presents a deeper perspective from USEA Global. We feature Usea Global CEO Jerry Chan on a podcast about business. Even though it reaches a more specific audience, this format produces high engagement and allows discussions about transparency and business benefits to be carried out more comprehensively.

Managing the Narrative

Media Buffet focuses not only on content distribution, but also on the quality of the conversations formed. In the midst of the dominance of emotional comments, the campaign is aimed at presenting a more factual and constructive perspective, while connecting audiences who want to understand issues in more depth with the available content.

Impact

The USEA Global case shows that when a brand is dealing with sensitive public issues, success is not only determined by how much exposure it generates. What is more important is the ability to read emerging conversations, understand audience concerns, and position the brand as part of the solution.

Through this approach, Media Buffet helps USEA Global not only build awareness, but also strengthen its relevance amidst changing industry dynamics.

Author: Rayhan