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Malay Music Market Should Expand Across Asia
🇲🇾 Malaysia /Culture & Society

Malay Music Market Should Expand Across Asia

From Utusan Malaysia · () Malay

Translated from Malay and summarized by DistantNews. Read the original for the full story.

At a glance

News Named sources New plan
  • Malaysian label Luncai Emas is calling for Malay music to expand beyond Malaysia into Southeast Asia and the wider Asian market.
  • The label sees Pitahati’s appearance at AXEAN Festival 2026 in Bali on Aug. 29 and 30 as one route to international exposure.
  • Luncai Emas director M. Nasir and Pitahati said artists can take their local identity abroad while reaching new listeners through festivals and industry networks.

Malay music should not remain confined to Malaysia. Luncai Emas wants the market to expand more actively across Asia, particularly Southeast Asia, where it sees new opportunities for local musicians.

The label pointed to Pitahati’s participation in AXEAN Festival 2026 in Bali on Aug. 29 and 30 as an important step. The festival brings together artists and industry delegates through performances, networking sessions, forums, business matchmaking and music-development programs.

If we are talking about the development of Malay music, we need to see it as a market larger than Malaysia. Malay language and regional culture have a long history and relationship, so there is room for us to build audiences in Indonesia, Brunei, Singapore and then move into the wider Asian market.

— Datuk M. NasirThe Luncai Emas director argues that cultural ties can help Malay music reach audiences beyond Malaysia.

Luncai Emas director Datuk M. Nasir said Malay music needs to be viewed as a market larger than Malaysia. “Malay language and regional culture have a long history and relationship, so there is room for us to build audiences in Indonesia, Brunei, Singapore and then move into the wider Asian market,” he said.

We do not need to discard our identity to enter other markets. Instead, we need to find ways to take that identity outside and introduce it to new listeners.

— Datuk M. NasirNasir says international expansion should preserve, rather than replace, local musical identity.

He said international expansion did not require local artists to abandon their identity to satisfy overseas markets. “We do not need to discard our identity to enter other markets. Instead, we need to find ways to take that identity outside and introduce it to new listeners,” Nasir said. He described the label’s role as helping artists find suitable platforms and networks.

Pitahati also said Asia offered major potential. The group argued that the diversity and history of Malay music could attract a broader audience if local work received more international exposure. “For us, Malay music has many branches and an interesting history. If we only operate within our own circle, we may never reach many potential listeners,” the group said. AXEAN Festival has featured more than 200 artists from 20 countries since 2020 and attracted hundreds of industry delegates from 32 countries.

For us, Malay music has many branches and an interesting history. If we only operate within our own circle, we may never reach many potential listeners.

— PitahatiThe Malaysian band explains why it wants more exposure at regional festivals and industry events.
About this summary

Originally published by Utusan Malaysia in Malay. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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