Renowned author from Bandung, Pidi Baiq, shared his creative experience at Business Talks and Tunes (BTT) held by the SBM ITB at Conclave Bandung on Friday (23/5). The event titled “Step into the Spotlight: Where Business Meets Showmanship” was designed to equip SBM ITB students to face the professional world.
Pidi Baiq, a renowned author best known for his works such as Dilan, opened the discussion with a personal reflection on the importance of Intellectual Property (IP). He admitted that, initially, he gave little thought to the concept of IP.
In the past, Pidi believed that simply writing and publishing his work was enough to establish ownership. However, a disheartening experience shifted his perspective: at one point, a partner registered one of his works as intellectual property, without his knowledge or consent.
“Since then, I have realized the importance of IP in the commercialization of works,” he added.
Meanwhile, Aditya Kusumapriandana, Co-Founder and Commissioner of INFIA Group, who was present as the second speaker, expanded the understanding of IP by explaining that IP is not limited only to written works or physical products. IP can mean an atmosphere that is deliberately built or a character that is created.
“Even a color that is used as a characteristic can be an IP,” he explained.
Aditya emphasized that to build a strong IP business, we need to understand the difference between medium and product. Medium is a bridge to deliver our actual product to customers. While the product itself has the potential to develop far and wide in the long term, Aditya provided an example of one of his IP products, Jakarta Sneaker Day.
“If you think the product I’m selling is sneakers, you’re still mistaken,” he said. “Sneakers are merely the medium, the actual product is a lifestyle.”
What Jakarta Sneaker Day offers goes beyond just shoes; it promotes an entire lifestyle. From fashion, music, and entertainment to accessories, everything is deeply connected to the culture surrounding sneakers.
“This event and sneakers are just one medium, the real product is lifestyle,” he continued.
Towards the end of the session, Pidi Baiq shared his views on the creative process and how to create genuine work.
“The tip is simple: just start,” he said.
He observed that many people tend to overthink from the very beginning, focusing on the market, profits, and various other considerations. In contrast, he believes that genuine work comes from simple, sincere intentions.
“I write because I want to,” he added.
Meanwhile, Aditya reminded the importance of building networks and collaborating to develop work and business.
“Being a solo player nowadays is hard and takes a lot of energy,” he said.
He also emphasized that collaboration should be the main strategy, as Pidi Baiq did, who focused on creating work while his partners helped with marketing and business development.
“Collaboration is essential for amplifying the value of a work and extending its reach,” he concluded.