Sony Music Entertainment Indonesia and Sun Eater Group Partner to Launch New Joint-Venture Label Lunar

JAKARTA — Sony Music Entertainment Indonesia has partnered with prominent local independent music company Sun Eater Group to launch a new joint-venture record label, Lunar. Formally incorporated as PT Lunar Musik Indonesia, the new imprint is designed to discover, develop, and distribute Indonesian artists who possess distinct global ambitions. To kick off its operations, Lunar has officially unveiled its initial roster featuring three burgeoning contemporary acts: Kecoud, Alee, and Nandoshi. The collaboration represents a strategic bridge between localized creative talent development and international market reach.

The joint venture effectively pairs the massive, world-class distribution and marketing infrastructure of Sony Music with the agile, trend-setting A&R (Artists and Repertoire) and creative management capabilities of Sun Eater. Over the past few years, the Indonesian music ecosystem has experienced exponential streaming growth and a surging interest in regional pop, indie, and hip-hop genres. Lunar intends to capitalize on this momentum, offering local artists a direct pipeline to international markets while retaining their unique cultural identities. This model reflects a growing trend in the global music industry where major labels partner with hyper-local tastemakers to foster organic, grassroots talent.

"Indonesia is home to an incredible pool of diverse, world-class musical talent that deserves a global audience," said Muhammad Soufan, President Director of Sony Music Entertainment Indonesia. "By combining Sun Eater's creative vision and deep connection to the local youth culture with Sony Music’s global network, Lunar is uniquely positioned to elevate Indonesian music on the international stage. We want to provide our artists with the resources, marketing power, and global distribution network required to build sustainable careers beyond our borders."

Representatives from Sun Eater Group echoed this sentiment, emphasizing that the venture will provide their artists with unprecedented resources—ranging from global playlisting support to international touring opportunities—while maintaining their creative integrity. As Lunar begins integrating its operations, the industry is watching closely to see how the debut roster of Kecoud, Alee, and Nandoshi will leverage this new hybrid major-indie ecosystem to capture audiences both at home and abroad.

Key Highlights of the Joint Venture:

• Entity Name: PT Lunar Musik Indonesia (operating under the brand name Lunar).
• Strategic Partnership: Combines the localized, trend-focused creative curation of Sun Eater Group with the global marketing and distribution muscle of Sony Music.
• Inaugural Roster: Launches with three diverse Indonesian acts: Kecoud, Alee, and Nandoshi.
• Primary Objective: Elevating Indonesian musical talent to the global stage through targeted international distribution and strategic cross-border collaborations.