From Beats to Business

The music industry has always been more than sound; it's about identity, storytelling, and influence. In 2025, that influence is more potent than ever, thanks to a world where social media, streaming platforms, and brand collaborations collide. Music has become a marketing powerhouse. And artists? They've become full-blown brand architects. From Beyoncé's multi-platform album rollouts to K-pop idols launching skincare lines, the modern musician is no longer just a performer; they're a strategist. And it's not just global superstars. It's emerging artists, too. One of them is right here in our classrooms at Raffles Jakarta.

Student Spotlight: Naomi Ivo | Business Administration Student, Singer & Entrepreneur

At the intersection of business strategy and artistic passion stands Naomi Ivo, a rising singer-songwriter, content creator, and business student at Raffles Jakarta. While still completing her degree in Business Administration, Naomi is already making waves in the entertainment and branding industries. Her music blends R&B/pop with traditional Indonesian instruments. Her brand merges creativity with culture. Her success story is proof that you don't have to choose between art and business; you can build both. And that's precisely what she's done.

Q&A WITH NAOMI IVO

Q1: Tell us about your passion.

Naomi: I've always been passionate about music and storytelling, but Raffles helped me take that passion and turn it into a strategic, scalable business. My latest single track project combines R&B/pop with traditional Indonesian ethnic instruments, blending culture with commercial appeal. At the same time, I run an affiliate marketing business, sell my merchandise line, and contribute to the industry through real corporate work as an intern at Astranawa Group.

Q2: Why did you choose Raffles?

Naomi: I didn't want to pick between being a performer and being a businesswoman. Raffles empowered me to be both. It equipped me with the tools to manage my career professionally while preserving my creative freedom. The real-world projects and support from the lecturers instilled in me a sense of confidence and capability that made all the difference.

Q3: Tell us about your Creative Practitioners.

Naomi: The lecturers at Raffles were not just instructors; they were my sounding boards, mentors, and collaborators. Their strategic guidance, from business model design for my merch line to music marketing strategies, and even how to approach brand negotiations, was invaluable. Their support continues to guide me today as I navigate multiple industries, making me feel guided and supported.

Q4: Career Highlights & Awards

• Official host of Raffles Podcast Corner

• Released original single track: R&B/pop + Indonesian cultural instruments

• Collaborated with Spinnin' Records and Hardwell, bringing Indonesian vocals to the global EDM stage

• Over 1 million+ streams/views across music and video platforms

• Affiliate partnerships with global and local brands

• Launched personal merchandise line using her original jargon

• Intern at Astranawa Group

• Best Actress Award – Bandung Festival 2016

• Top Performing Student Award – Business Administration

• Best Podcast Initiative 2024

• Raffles Creative Impact Award for merging art and Indonesian values

Q5: Describe your Raffles journey in three words.

Naomi: Empowering. Strategic. Transformational.

Q6: What's your advice for future Raffles students?

Naomi: Don't wait. Your career doesn't start after graduation; it begins now. Use your time at Raffles to build real-world skills, launch your brand, and take creative risks. Whether you're managing a business, releasing a song, or running a podcast, treat it like the beginning of something bigger. I did, and it changed my life.

What the Music Industry Teaches Us About Modern Business

Naomi's journey is not just a personal triumph; it reflects the evolving nature of global industries. Music is now a business model. Artists are becoming entrepreneurs, content strategists, and brand owners.

Whether you're launching a song or a startup, the rules are the same:

• Know your audience

• Tell your story

• Think strategically

• Engage authentically

Ready to Build Your Brand?

At Raffles Jakarta, our Business Administration and MBA programs are designed for future leaders who want to think beyond the textbook. What sets us apart is our focus on practical learning and mentorship from real industry professionals. Our Business Administration program focuses on managing brands, leading teams, and making strategic decisions from day one, with hands-on projects and mentorship from real industry professionals. The MBA program is for future-forward professionals who want to lead in today's rapidly evolving global market. It focuses on strategic leadership, innovation, and real business challenges, not just theory. Whether you're an aspiring musician, entrepreneur, content creator, or corporate innovator, we'll help you turn your ideas into a real-world impact.

Business Administration

Learn how to manage brands, lead teams, and make strategic decisions from day one, with hands-on projects and mentorship from real industry professionals.

Master of Business Administration (MBA)

For future-forward professionals who want to lead in today's rapidly evolving global market. Our MBA focuses on strategic leadership, innovation, and real business challenges; not just theory. Explore our programs and start building your future at Raffles Jakarta. To apply, simply visit our website and fill out the online application form. Our admission requirements include a high school diploma or equivalent, a personal statement, and letters of recommendation. We also encourage you to submit a portfolio of your creative work if you're applying for our arts programs. We look forward to welcoming you to our community of future leaders and innovators.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta