For too long now, there’s been a part of the Malaysian music industry that hasn’t been given the kind of attention, coverage and support it deserves.

And while other countries keep falling head over heels for some of our own Malaysian bands, the Malaysian public, and to a large extent, the music industry itself, are still indifferent, unresponsive and blind, to the talent that some of our very own musicians posses.

But all that’s about to change, as 8TV’s about to open eyes all around the nation, as they shine some much needed light on Malaysia’s very own ‘Homegrown’ talent.

With all the other (bordering on mundane) programmes on air catering for every other possible segment of the Malaysian music industry, it’s about time that someone tapped into what is still an uncharted goldmine of talent.

And no, we try not to be biased (as many would say), but someone has to state the obvious.

If Pop Shuvit can outsell Linkin Park in Japan; if Butterfingers can get fan mail from as far as the U.S, U.K and Europe asking where they can buy their CD’s; if OAG is capable of selling 80,000 copies of their debut album; if handfuls of our progressive bands songs are constantly being discovered via the net by foreign producers eager to find out where they’re from – then there must be a market there that we don’t seem to be breaking into.

But, before these acts of ours loose all faith in their own music industry, and chose to pull an ‘Anita Sarawak’ and pack up and leave in search of recognition elsewhere, along comes that long awaited dark horse that’s determined to carry them to the victory line.

Homegrown, sponsored by Celcom, will start its run on 8TV on June 17, and the half an hour programme is set to run for 26 episodes in the first season. Some might call that timeline ambitious, but how’s this for determination: they’re already planning for their second season.

Homegrown’s executive producer, Michael Simon conceptualised Homegrown more than a year ago, but said that 8TV was waiting for the right time to launch the show.

“If you take a look at what’s happening now, there are so many mature bands producing mature music,” Simon said. “We’ve done our research, talked to bands, gone to gigs, and there’s been a tremendous growth recently, there are just so many good new bands around that we think now is the time.”

“The band scene is like a revolution,” he continued, “it has its high points, then gets low, then rotates to the high again. The important thing is catching it when it’s on its upward trend, and propelling these talents off on a tangent to an even higher plane (instead of letting them fall again).”

8TV chief operating officer Ahmad Izham Omar seconded that notion.

“Urban musicians do have the capability to produce quality records because most of them write their own music rather than rely on the same set of composers. It’s about time the industry gives these talented musicians the recognition and exposure they deserve,” Izham Omar said.

Simon is quick to add that the censorship laws have become a little more lenient, which helps in choosing this time to release the show.

“Six or Seven years ago it was close to impossible to see guys with long hair, tattoos, or studs on television, it was a definite no go, but now it’s a little different.”

8TV brand manager, Paul Moss, (aka the Malaysian Idol judge), said they plan to use 8TV to create and discover new talent.

“Some may say that the talent show thing has been overdone,” Moss said, but bands don’t enjoy the same level of exposure, and bands are the breeding ground for the music industry – you can’t have a healthy music industry if you don’t support the bands in that industry. This is a very important thing for 8TV, to bring these bands to a whole new audience.”

To prove how serious 8TV is about Homegrown, they’ve decided to give the new show a prime time time slot, airing it right after Malaysian Idol.

“Homegrown is not going to change the industry overnight,” Moss continued, “but if you’re going to put your money anywhere, I can’t think of a better place to invest than in these bands.”

“Homegrown will be a platform for bands to showcase their talent,” Simon said, “for example, Pop Shuvit is big in Japan, but they’re not as big as they should be in Malaysia.”

The most common problem in the progressive Malaysian music industry, is that too many talented bands break up or just disappear, due to lack of support, and the basic encouragement needed to pursue their musical creativity. “Lot’s of people have heard of Love Me Butch, Pop Shuvit or Butterfingers, but not many people know them,” Simon said, “Homegrown will introduce not only the band’s music, but their visions, their dreams, to a completely new audience.”

Homegrown will feature segments like Gig Guide, CD Reviews, Insider Info, Tip Of The Week and D.I.Y, as well as live performances by Malaysian bands.

“We want to teach the audience about music, by introducing these types of segments, budding musicians can learn how to perfect their art,” Simon said.

“As for the bands, as long as they play good music, that’s the only criteria,” Simon said, adding that along with rock music, Homegrown will also feature a little electronica and ska.

“We don’t care whether they’re signed or not signed,” Moss said. “As long as they’re not getting the exposure they deserve, we’ll give them a proper chance to mature and develop.”

The first season of Homegrown will culminate in the Homegrown Awards Show, where fans can vote through SMS for their favourite vocalist, guitarist, drummer, bassist, single, album, band, the results of which will be announced at the end of the year.

“We’ve already got more than 13 bands to feature, so we’re hoping we’ll go into a second season, because it’s going to take that long (to cover the scene).” Moss smiled.

Homegrown will also be taking their show on the road, hitting the North, South and Eastern states.

“We want to make the road shows a cosy and comfortable session, where people can come and listen to the bands play, and ask them questions about their music,” Simon said.

As well as sending the bands on the road, the Homegrown team is also in talks to have Homegrown CD racks placed in Tower Records and other still to be announced venues, where people interested in the bands they see on the show, can purchase their music.

Zalman Aefendy Zainal Abidin, vice president of marketing for Homegrown’s sponsor Celcom, has made the vow to make some of the bands featured on programme the new spokespeople for the Celcom brand.

Though Homegrown is an impressive, brave move by any current media standards, this isn’t the first time a show like this has been aired.

And as a matter of fact, this isn’t the first time Michael Simon has produced a show about the Malaysian music industry either.

“I come from the old school thinking,” Simon said, “I’ve been into this kind of music for a long time.”

“When we did Alternative back in 1996 (the first indie-scene music show which was then aired on TV3), we had quite a good following, but the show just fizzled out due to the lack of sponsors, as well as the station wanted to head into a more commercial field.”

“But it’s always been my dream to raise the standards of the Malaysian music industry, and we’ve done our research, we feel that now is the time.”

During that research, Simon and Moss have already lined up 27 bands (for their 26 episode first season), and discovered 300 more local bands that deserve their own share of airtime.

And about that huge debate about underground bands versus commercial/mainstream bands, Simon thinks that it shouldn’t be an issue anymore.

“These bands are not underground anymore,” Simon smiled, “being commercial only means being recognised, and that’s what we’re aiming to do with Homegrown... get these bands the recognition they already deserve.”



* Homegrown premiers on 8TV on June 17, and will air every Friday at 10.30pm.