TONY FERNANDES IS STILL PASSIONATE ABOUT MALAYSIAN MUSIC

HE revolutionised nasyid, jazzed up dangdut and gave local ethnic music a push. That's how passionate Tony Fernandes is about Malaysian music. The former vice-president of Asean Region Warner Music International invested and promoted these genres of music with positive results.

This much admired and respected personality whom friends describe as a strategist, top-rate executive, dynamic marketing man and key industry player recently announced his intention to leave Warner Music.

His resignation came as a big surprise to many and when he said farewell, some staff members broke down. Some kissed and hugged him and the phones at Warner's office in Kuala Lumpur never stopped ringing.

Only those close to him understand his leaving a comfortable position and a stellar career. After all, Fernandes was one of the youngest managing directors in the music industry at 28 back in 1992 when he was appointed MD of Warner Music Malaysia. He was then working in Baker Street, London.

As vice-president of Warner Music South-East Asia, Fernandes was instrumental in creating a successful and strong stable of artistes from Indonesia, Malaysia, the Philippines, Singapore and Thailand.

His resume as the prime mover in the music industry is impressive. He created the Recording Industry Association of Malaysia (RIM), became its chairman and engineered the RIM Chart Show, the only Asian charts, apart from Japan's, to be featured in the music "bible" Billboard. He also initiated the AIM awards (the local version of the Grammy), currently into its eighth year and holds the position of vice-chairman in the Malaysian Music Council (MMM) which he co-found. He also helped set up an anti-piracy agenda and assisted in lobbying the government for stronger laws as well as better enforcement of anti-piracy laws which resulted in the passing of the New Optical Disc Act this year and the formation of a dedicated Special Task Force by the government to fight piracy.

With such an impressive track record, why the resignation?

"I have delivered all I can and now is the right time to try new challenges. I don't want to look back at 55 and say I should have tried that. At Warner, I had to oversee the development of a domestic roster for Malaysia, Indonesia and the Philippines. It has been satisfying and I am really proud of the achievements. I will stay in touch with the record industry through my various portfolios as chairman of AMIA (Asean Music Industry Association), RIM and through MMM," explained Fernandes .

The man who is a qualified chartered accountant has big plans and has three business concern in mind - Tune Asia and Tune Records. The third is still under wraps.

Tune Asia is similar to Music Net and Press Play in the United States (a new way of listening to music by loading the diskette). "It's like cable TV for music. You can sample the music available using the Internet and for a small fee, you get to listen to the songs for a certain period. You can load this music onto a disc, slide, cell phone or stereo system. You can choose to keep the songs if you like them. This will provide good exposure for our local bands and a way to beat piracy.

"We will have an attractive package where we will promote more local music. We haven't worked out the pricing but we already have the MSC status for it. Listeners can decide which CD to buy because there will be a buddy list where you can find out what your friends are buying. This will truly be an exciting opportunity for the music business," said the founder of the Kasih Foundation (a body that provides assistance and financial grants and whose mission is to ensure that the music community has a place to turn to in times of need).

He added: "If everything works out, Tune Asia would eventually branch into areas like television, film and artiste management."

Next is the setting up of Tune Records.

"I tried to do so many things when I was with Warner. I have achieved what I could without leaving the country. I started at 28 and I have seen the industry grow. Musically, I have not fulfilled what I set out to achieve. My prime focus is to promote Asian music. Though I have started dangdut, nasyid and brought Indonesian music to Malaysia, I haven't succeeded in breaking Malaysian artistes into the international scene. I believe I can do something different but I know it is difficult when you are working within a budget for a company.

"I have a better chance if I were to set up an independent company because I don't have to answer to anyone and there's no need to go for safe options. I can test and push the musical boundaries," said the senior financial analyst and financial controller of Virgin Communications, London.

Fernandes noted that consumers were getting bored with predictable music and pattern of the industry. "We are producing the same stuff. Consumers want new things. They are not excited anymore (with the same stuff). Why do you think Kris Dayanti, Sheila On 7 and Bollywood music are more interesting?" said the 36-year-old who feels that the music industry has not done enough to cater to the big dance culture here.

I want to give the creative talents here connections to make things happen. I have big dreams to put Malaysia on the music map. I want to do it properly with Tune Records," said Fernandes who has great passion for sports and is currently marketing head for the World Cup Hockey 2002.

Warner Music Asia Pacific president Lachie Rutherford once remarked that Fernandes' long and outstanding career with Warner Music International, which stretched back to 1988, was excellent.

As a gesture of appreciation and recognition of his having been an integral part of WMI's development in South-East Asia, Fernandes received a golden handshake, which included, among others, retaining his posh office on the 14th floor of MUI Plaza, KL, for the next two years.

"Warner has been very generous and understood my ambitions. I am very grateful for this," he said.

Fernandes' third project is the biggest, one that could make him a prime mover in yet another area of business. Let's just say, we are looking at someone who has the makings of Richard Branson, the owner of Virgin Records and Virgin Atlantic.

BY ZIEMAN - PUBLISHED 13/8/2001