Malaysian artist Yusry Abdul Halim eyes regional expansion through Launchpad platform
Translated from Malay, summarized and contextualized by DistantNews.
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- Malaysian singer and composer Datuk Yusry Abdul Halim sees his participation in the Launchpad artist development platform as a strategic move to expand into regional markets.
- He believes the platform can bridge the gap between established artists and new talent, fostering collaboration and wider audience reach.
- Yusry emphasizes that music transcends language barriers, citing the success of Korean music as proof that universal appeal is key for modern audiences.
Veteran Malaysian singer and composer Datuk Yusry Abdul Halim views his involvement in the artist development platform Launchpad as a crucial step to broaden his music's reach into regional markets and connect with a new generation of listeners. Despite his 34 years in the industry, Yusry sees Launchpad as an effective tool for bridging generational divides between seasoned artists and emerging talents.
Many may wonder why I, who have been in the industry for 34 years, am still joining a platform like this. However, I see it from a positive perspective because Launchpad has plans to expand overseas. This is a good initiative to introduce our music to the regional market.
Participating alongside artists like KIIRAS from South Korea and UPRIZE from Vietnam, Yusry aims to share his music with a more diverse audience. He explained that Launchpad's international expansion plans present a valuable opportunity to introduce Malaysian music to the wider regional market. "This is a good initiative to introduce our music to the regional market," he stated.
Yusry believes that the Southeast Asian music industry is poised for significant growth, unhindered by language or cultural differences. He pointed to the global success of Korean music as evidence that language is no longer a barrier to international acceptance. "Today's generation accepts music as something universal. They don't necessarily understand every word, but they appreciate the music itself," Yusry observed.
The success of the Korean music industry proves that language is no longer a barrier for a work to be accepted internationally.
Initially questioning whether Launchpad's concept aligned with his career, Yusry became convinced of its potential after understanding its objectives. He believes collaborating with young talent can introduce his music to a new demographic. "As a singer, you have to keep evolving. If you only rely on existing fans, they will age, and then who will be the listeners for the next generation?" he asked. Yusry sees even a small percentage of young listeners discovering his music as a positive start.
Today's generation accepts music as something universal. They don't necessarily understand every word, but they appreciate the music itself.
Launchpad, owned by Singapore-based Fast Track Entertainment, aims to accelerate the growth of new regional talent by connecting them directly with audiences, media, brands, and industry players across Southeast Asia. Supported by Sony Music Malaysia, the platform focuses on original digital content, regional media exposure, and strategic brand collaborations to create new commercial opportunities and foster long-term career development for artists.
As a singer, you have to keep evolving. If you only rely on existing fans, they will age, and then who will be the listeners for the next generation?
DistantNews Editorial
Originally published by Utusan Malaysia in Malay. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.
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