Indonesia’s Massive Music Sets AI-Powered Music Licensing and Curating Search Engine

Massive Music, a dominant force in Indonesia's publishing sector, is developing an innovative artificial intelligence search engine specifically for audiovisual professionals. The system is designed to interpret the emotional and character-driven requirements of film and television projects, promising to significantly streamline the creative process. It was previewed at industry gatherings like the JAFF Market and is hailed as a transformative tool for music supervisors, although a public release date has not yet been set.

This new project is a direct evolution from the company's successful Music Supervisor initiative launched last year, further cementing its strategy of leveraging technology and data analytics to improve efficiency. It responds to a persistent industry challenge: the cumbersome nature of music licensing and curation. By providing a data-powered platform for song discovery, the company aims to deliver more accurate music matches for studios and production houses, while drastically reducing the hours traditionally dedicated to track selection.

The conventional method of choosing music has long relied on the subjective tastes and established routines of directors and editors—an approach Massive Music considers both time-consuming and restrictive. In a marked departure, their AI platform can analyze a text prompt or an existing piece of music to generate comprehensive charts that detail mood and musical attributes. The system also autonomously identifies and logs required cue sheets for any uploaded material. Currently, searches are confined to Massive Music's internal library, but there are plans to eventually include external musical works. This evolution reflects a broader shift in the entertainment industry, where data is increasingly used to inform creative decisions, supplementing the purely instinctual methods that have been the norm for decades.

Ganjar Ariel Santosa, the COO of Massive Music Entertainment, clarified the tool's mission. He stated, "We are creating a technological solution grounded in data to more accurately decipher the mood and character needs of a film or series." Santosa, who has overseen the company's expansion across Southeast Asia, further emphasized their ambition to act as a comprehensive partner for music departments. "In today's digital landscape," he noted, "the secret to simpler, quicker, and more precise music discovery is the fusion of an extensive catalog with advanced technology and analytics." This integrated strategy could set a new industry standard, potentially reducing production delays and enabling more nuanced storytelling through perfectly synchronized scores.

Operating as a division of the international music services company MassiveMusic, the Indonesian arm is renowned for connecting brands and media with custom music solutions. Its foray into AI underscores a growing trend where analytics are deployed to bolster creative judgment, offering a systematic alternative to the intuition-led processes that have historically governed music selection in film and TV. This move may well inspire similar tech-driven innovations from competitors, reshaping how soundtracks are curated globally.