Various creative contents by Indonesian youths have emerged on social media. Some of these works have high economic value.
The creativity that has been established needs to be accompanied by economic value.
IP is the result of human creation, including inventions, literary works, art, designs, and symbols, and trademarks. IP also grants exclusive rights to its creators to utilize their work. The purpose of IP is to encourage innovation and creativity by providing incentives to its creators in the form of legal protection against unauthorized use.
Hence, Media Production study program, Vocational Education, Universitas Indonesia (UI) initiated IP WEEK, a talk show with the theme “The Engine of Innovation” at the Vocational Auditorium, UI Depok Campus. By collaborating with Infia, a company in the creative industry that houses hai.dudu and Komikin, the IP WEEK activity presented a number of experts in the IP field, namely Dennis Adishwara, Head of Content Block X; Rizki Ehsy Pangarso, Creator & Head of HAI DUDU; and Aruga Perbawa, Founder of KOMIKIN.
Vocational Program Director, Padang Wicaksono, S.E., Ph.D., said that the creative industry that is now increasing in Indonesia requires qualified human resources in the field. “Vocational Education UI is present as a vocational education that answers industry challenges, one of which is the creative industry, by producing quality graduates. Learning by presenting practitioners from the creative industry will provide new experiences and insights for students to continue to be creative. In addition, cooperation with the industry continues to be established in form of internships, industrial visits, and professional networks,” said Padang.
Meanwhile, Rizki introduced Dudu, a character created by the Dagelan social media account. Dudu character is an example of a creative work that already has an IP. “Dudu’s role is to ‘accompany’ the followers of Dagelan’s social media accounts to enjoy every content shared. The strong character attached to Dudu as the mascot of Dagelan’s social media account makes them need to protect it as a creative work so it is not copied by others,” said Rizki.
One of Dagelan’s strategies is to conduct collaboration programs with various brands and present the Dudu character in them. The presence of this unique character is to strengthen the value of Dagelan’s social media accounts. Dennis highlighted Dagelan’s strategy as a media conversion to increase engagement.
“A strategic step taken by Dagelan can be adapted and applied by students as a new knowledge in the creative industry. Media conversion is a strength for industry players in developing their work. Various ideas or innovations can be developed and adapted to the needs of the industry and follow the increasingly massive media developments,” said Dennis.
Similarly, Aruga added that the importance of legal protection of a creative work needs to be done by an organization or company. Works that have registered IP will provide economic benefits for the parties involved. Aruga also said that if a work has obtained IP and is used by others, then the owner of the work is entitled to royalties for the ownership of the idea.
