"MALAYSIAN English music gets pushed to a corner," claims radio personality Datuk Jake Abdullah.
Jake, who is also the chief consultant at Media Prima Audio, said this at the recent Fly Malaysian English Music Forum held at Balai Berita in Kuala Lumpur.
Also invited to speak at the forum were Malaysian singers who perform in English — Jason Lo, Reshmonu and Roshan Jamrock of K-Town Clan.
Always pushing the envelope, Fly FM hosted the forum in the hope of bringing together artistes and industry leaders to explore the future of Malaysian English music.
The forum was to showcase the station's ongoing dedication to uplifting and celebrating local talent.
"What we want to do at Fly FM is to support the Malaysian music industry, in particular the English music segment, much more than before. We want to make a point," said Fly FM content director Sean Farrell Matjeraie.
"We want to make sure Malaysian English music gets the recognition it deserves, both here and abroad, and we believe there are steps that will lead Fly FM to become a platform that truly supports the local industry.
"We've been working on this for the past few months, looking for ways to make a larger impact.
"To do this, we're looking at three areas, namely amplification, showcase and recognition," he added.
Amplification is the key part of the campaign (which kicked off on Malaysia Day recently), in which the station will now allocate 25 per cent of its playlist to Malaysian English music.
"That means for every four songs, one will be an English track by a local performer."
This bold move will open up more opportunities for homegrown artistes to reach wider audiences while fostering a stronger connection between local music and fans nationwide.
"We don't just want to play songs from artistes such as Joe Flizzow, Kyoto Protocol and Yuna, but also those who are in-between.
"As we go along, we are looking at moving towards increasing to a bigger percentage, even up to 50 per cent."
Fly FM is also set to launch a monthly showcase highlighting a homegrown artiste each month.
Through this initiative, both emerging and established musicians will have a platform to gain consistent exposure, placing them on par with international acts.
"Apart from having their songs on airplay, we also want artistes to talk to listeners, to tell their stories.
"Tell us stories behind the songs, what those songs mean to them, what they can mean to other people, and what listeners should be hearing when they listen to those songs.
"I believe this is important for Fly FM when we're crafting our playlist, putting their songs into that playlist," said Sean.
And having given them a platform, the next step is to recognise these artistes, he added.
"And how are we going to do that? By introducing an awards show."
To be known as Fly Malaysia Awards, the event is set to be an annual one, to recognise outstanding contributions to the local English music scene and to inspire more artistes to pursue their craft.
"While we have many awards shows in Malaysia, I believe that very few target Malaysian English music.
"So that segment will be our specific target for this awards show," he said.
At the forum, Jake agreed that these moves were important, adding: "When your songs are played on the radio, you have arrived."
Drawing from his vast experience in radio, Jake cautioned artistes that not every song they recorded might get airplay, as radios only play the best songs, ones that people want to hear.
"Radio deejays are not there to set the rules, or to tell you what's good, or bad. You have to come up with the cream of the crop, ones which the majority of listeners want to listen to and recognise," said Jake.
Having said that, he also reminded singers and bands to keep on producing and be persistent in making their music.
"Just because your songs get rejected, doesn't mean that's the end of your career. Being persistent is the only ticket. You'll eventually get there," he said.
Reshmonu added: "If your music doesn't get played on the radio, don't stop your journey.
"I had songs that didn't get played on the radio at all, but when I performed them onstage, the response was phenomenal.
"So keep that spark going. Radio may be the platform for mass listeners, but don't let that fire in you disappear just because you haven't 'arrived'!".