The list of stars set to dazzle in Malaysia in the coming weeks and months has kept entertainment fans smiling with joy.
Beyond the fast-selling ticket sales and the social media buzz generated by the news, there is a sense of relief for industry players – promoters, and those in the service and hospitality industry – who were crippled by the Covid-19 pandemic.
The few who survived the various lockdowns are picking up the pieces, while others see the relaxation of rules in Malaysia and the rest of the world, as a means to get back in the game.
There seems to be light at the end of the tunnel, according to Tourism Malaysia’s senior director (strategic planning division), Syed Yahya Syed Othman.
“Of course,” was Syed Yahya’s immediate reply when asked if Malaysia should seriously look at the entertainment industry as a major revenue generator, and as a tool to further market the country as a tourist destination.
“They (the concerts) can bring in fast income. We’ve been getting a lot of enquiries for concerts and ‘live’ shows to be held in Malaysia. We have domestic acts, regional acts, and even international stars wanting to perform here,” he added.
A host of big names are scheduled to perform in Kuala Lumpur in the coming weeks and months. Syed Yahya also said not to discount the draw of domestic and regional acts.
“We’ve received several applications from India and (G)I-DLE from Korea,” he said.
Applications for ‘live’ performances and filming are generally made to the Central Agency for Application for Filming and Performance by Foreign Artistes – a one-stop agency under the Communications and Multimedia Ministry.
However, some promoters work with Malaysia’s Tourism, Arts and Culture Ministry, to get its buy-in.
Syed Yahya shared that Rossa, Dewa, and Bunga Cinta Lestari (BCL) from Indonesia were also eager to perform in Kuala Lumpur.
“Rossa wants to organise a concert. Dewa is a popular band, and there’s also BCL, all wanting to perform in Kuala Lumpur. Some of their fans will come from Singapore, Brunei, and even Indonesia. There’s plenty of spillover from one gig.”
He said there were two types of mileage the country would gain from ‘live’ shows.
“There’s the direct return on investment, that is, the flow of money. People will purchase airplane tickets, book hotel rooms, pay for food, and shop.
“The second mileage is through publicity. When an act performs here, Malaysia is naturally mentioned, and when the media carries such news, that’s promotion for the country.”
He added celebrities were often encouraged to say something they liked about Malaysia, and that would be seen as promoting the country, too.
Workforce shortage, weak ringgit: Is Malaysia truly ready for big acts?
While such news will be received warmly by many, those in the hospitality and service industry wonder if they will be able to cope, given the shortages in the labour market.
On July 13, Indonesia temporarily stopped sending its workers to Malaysia upon learning that the Malaysian authorities were still using channels other than the ‘One Channel System’. The Indonesians say that this was a breach of the memorandum of understanding between the two countries.
The weak ringgit has also caused many locals to opt to work in Singapore. The ringgit is now at RM4.46 against the United States dollar.
While those coming in from abroad for the ‘live’ shows in Malaysia would enjoy the weak ringgit, local promoters will find it tough to make money as the current exchange rate does not favour them, because the transactions are done in US dollars.
Syed Yahya acknowledged the labour shortage but quickly added that it will be resolved in the months to come.
“This is only temporary. We’re experiencing an adjustment period. Some of those who were laid off during the pandemic will return to the industry. In a few months, things will settle down.”
He also pointed out that the government had adjusted the minimum salary to RM1,500, amidst the rising cost of living in the country.
Malaysia needs to lower entertainment tax, relax rules
Syed Yahya added that lowering the entertainment tax would also encourage more people to perform in Malaysia. Earlier this month, deputy Communications and Multimedia Minister, Datuk Zahidi Zainul Abidin, said the ministry would meet state governments to discuss cutting or reducing the entertainment tax.
The entertainment tax in Malaysia is 25 per cent, and the collection comes under the jurisdiction of the local authorities.
Syed Yahya said the application process for foreign acts to perform in Malaysia was now easier and can be done within two weeks.
“This comes under Puspal and they have made it easier. So, if the guidelines are adhered to, the application will be processed quickly.
“Usually, the authorities would want to see the storyboard by the filmmakers, as we are afraid that they may touch on culture or religion. Being a harmonious multiracial country, we are concerned about such matters.
“But, if everything is well planned from the start, there are no issues,” he added.
Some filmmakers and producers of commercials prefer destinations like Thailand, due to their relaxed rules. If Malaysia intends to become an entertainment hub, it needs to convince industry players that it is truly ready to embrace them.
Syed Yahya remains bullish on the potential of the entertainment and ‘live’ show industry.
“When you are sad, you listen to music. When you are happy, you listen to music. Young or old, you listen to music.
“I don’t understand a single word of Hindi, but I enjoy Hindi songs. That’s the power of music. It cuts across cultures and has the power to bind is together. And it also has the power to generate income. Now, this is something we need to celebrate,” he added.
