PeaceYall.FM CEO Rashidi Ishak talks new station
PeaceYall.FM – Malaysia’s first ever LIVE online broadcast station is the brainchild of two famous and talented local artistes; Dato’ AC Mizal, the president of PeaceYall.FM and Rashidi Ishak, CEO of PeaceYall.FM.
According to the CEO, the service works like “a TV on a phone” or “a radio with visual” and is believed to be a huge step forward in our entertainment industry.
With the slogan or motto “Terbaik dan Trendy” (the best and trending), PeaceYall.FM aims to be the next trending service for today’s generation and also future generations.
CEO of PeaceYall.FM, Rashidi Ishak provided us with a deeper understanding on the journey of PeaceYall.FM, what the service is all about. Also how different it is from other services and how is it going to change the entertainment industry?
Hi, Rashidi, how did you get involved in this project?
Last February, Datuk AC called me and said that he wanted to see me. After I went to see him, he shared with me his idea of creating a platform for online media. He said as an artiste himself, he wishes to support all Malaysian artistes and musicians. So he laid-out all of his plans and told me that he wanted me to join this project. Then I told him that, “Anything you want to do, I will support you because I believe in you.”
He then asked me to lead the team and set up the whole production, we shook hands and the project commenced. Thankfully after three months, the project is has launched officially.
Were you hesitant when you first heard about the online station?
No, because me and AC, we have got the same ambition. So when he shared his idea, I too told him of what I know about today’s trends. According to statistics, radio and television broadcast’s views have declined 30 percent compared to the year 2014. Most people in Malaysia or all over the world prefer to be online. The stats that I got from SKMM (Malaysian Communications and Multimedia Commission) said that the Internet structure in Malaysia is growing rapidly.
Whatever idea that Datuk AC suggested and also the plan that we came up with certainly goes well with the current market as well as the future needs.
Were you worried that this project might not work out the way you want it to be?
I’m not worried. For me, this is a good platform. I did some research and found out that in U.S. and Europe, everyone is changing the trend, from digital and traditional broadcasting to online. For Asia, Taiwan has picked up on this.
Our system partner ONFM has the system, so we basically just adapted to it. We also used the services from all the celebrities that we have and also the VJs that we have on board. We want to present a different content so that the people would be attracted to what we are broadcasting.
Who are your targets?
Obviously, our target market and audience are the smartphone users and internet users. In Malaysia, the internet structure is not widespread which means that it doesn’t cover all areas. Many people are already listening to radio through their phones and for the future generation, in 5 to 10 years’ time more people would surely convert to using their phones. That is why apps like Spotify are booming, because everything is now online-based.
If we pay more attention, not many listen to the radio anymore. The cars in Europe; some have no radio at all. They use tablets now. It is all application-based. So in 5 to 10 years, this will be the trend. We are basically on the right track.
In terms of content, do you think you can compete with the television content that we have today?
For now, we are not out of ideas yet. The advantage that we have is that we are online. In Malaysia, everything online is self-regulatory, in other words, self-censorship. We can say anything we want, without censorship from certain parties. But of course what we broadcast will be observed.
Is it hard to get permission from the recording labels for their music videos?
The recording labels misunderstood previously. They thought that we are selling the songs, we don’t sell songs. We function like a traditional broadcaster. We work as a broadcast station but we use an online platform. So, of course we got the permission to broadcast music videos from the recording labels, we simply just live streamed them straightaway from YouTube.
What kind of content do you wish to broadcast the most?
According to what we initially planned, it was supposed to be 90 percent local and 10 percent international. But because we don’t have the format like a normal radio station, we have to do everything manually. That is why, the people in charge of handling the content pick whatever is trending right now, including Kpop, but there was way too much Kpop content. I don’t know why recently there so much Kpop songs broadcasted, so I asked them to cut them down, because our purpose is to prioritise the local musicians first, especially the independent ones who don’t get the chance to promote their songs, this is the best platform for them.
Then what about the songs that is very well-received, but have no music videos?
That is why we offer a package for the artistes to shoot their music videos too.
So does this mean you stop working as an actor or singer?
Well, I have stopped acting three months ago and have decided to fully focus and be committed to this project. There have been some offers every now and then, but sadly, I have to refuse them for now. But this doesn’t mean that I have retired as an actor or singer.