Ivan Edbert: Empowering Indonesia's Next Generation of Musicians

For Ivan Edbert, building a successful music career takes far more than technical excellence. While vocal ability and musical skill matter, he believes an artist’s greatest strength lies in their ability to connect with people through authentic stories and genuine emotion.

As an Artists & Repertoire (A&R) executive and talent coach at 12WIRED, one of Indonesia’s fastest-growing artist management companies, Ivan sees talent as only a starting point. The real transformation happens when artists learn to communicate meaningfully, build lasting relationships with audiences and continue developing beyond their technical skills.

‘Indonesia doesn’t lack talented musicians, but it lacks artist development. Many artists perform just for the sake of performing. But they often forget that it’s essential to make the audience feel their emotion and take in their message,’ said Ivan, who completed a Bachelor of Arts in Contemporary Music Performance at JMC Academy in Sydney.

Today, Ivan applies this philosophy while coaching a diverse roster of Indonesian musicians. These range from emerging hip-hop and R&B artist Blingoutkid, West Java metal band Beside, to jazz-pop performer Ardhito Pramono.

His work extends beyond vocal coaching, helping artists build confidence and develop sustainable careers in an increasingly competitive music industry.

Discovering Music Beyond Technique

Music was not always Ivan’s first passion. As a child, weekly piano lessons felt more like an obligation than a source of enjoyment. Although his parents recognised his natural musical talent, Ivan found little satisfaction in the rigid routines of learning scales and reading sheet music.

‘I just listened when my teacher was playing and played back based on their melody,’ he recalled.

Eventually, he stopped piano lessons altogether. It was not until junior high school, during a seemingly ordinary guitar class, that his perspective changed.

Ivan vividly remembered the moment his music teacher began singing while teaching guitar. Without being prompted, the entire class joined in.

'My teacher didn’t say, ‘Let's sing,’ and yet we were naturally drawn to singing together.'I realised that he was teaching us how to play music, not just the instrument,’ he recalled.

That lesson sparked a curiosity that led Ivan to explore multiple instruments, including the guitar, saxophone, bass and drums.

Choosing an Unconventional Path

Despite his growing interest in music, Ivan initially pursued a more conventional path, studying finance at Universitas Prasetya Mulya.

His parents were supportive of his interests but encouraged him to pursue a degree that offered greater career certainty. Ivan respected their advice, yet he never abandoned music.

Throughout university, he performed with bands, entered music competitions, took vocal lessons and regularly sang at church. After graduating, he revisited the conversation with his parents. This time, they supported his decision to pursue music, and Ivan enrolled at JMC Academy.

Learning Music as a Language

Studying in Australia fundamentally reshaped Ivan’s understanding of music.

Rather than emphasising technical mastery alone, his education encouraged creativity, critical thinking and emotional expression. He learned to see music as a language for expressing ideas, building connections and bringing people together across cultures.

‘I finally understood why I disliked music as a child. It was because I had only learned how to play instruments. In Australia, I learned music as a language—a way to communicate and evoke emotion,’ he said.

Encouraged by his academic adviser, Ivan majored in vocal performance. Outside the classroom, he formed a band with other Indonesian students and performed at weddings and community events throughout Sydney.

These performances became an extension of his education, teaching him how to engage audiences, collaborate with people from different backgrounds and understand the business side of the creative industry.

‘In Australia, audiences are very observant. They will just call you out if the performance is poor or praise it if it’s good. In Indonesia, the audience tends to soften their feedback for the artists, which can be a disadvantage for their musical growth,’ he said.

The experience taught Ivan to embrace constructive criticism and continuous learning, qualities that have shaped how he mentors young artists today.

Lessons That Extended Beyond the Classroom

Among the many people who influenced Ivan during his time in Australia, one left a particularly lasting impression: his lecturer, Australian musician and educator Phil Scorgie.

From Scorgie, he learned the value of discipline, professionalism and believing in people’s potential. Before Ivan returned to Indonesia, Scorgie offered advice that continues to guide him.  

‘As long as you work hard and remain consistent, unexpected opportunities will always open for you,’ Ivan recalled.

Even more significant was the confidence his lecturer placed in him during moments of self-doubt.

Developing People, Not Just Performers

After graduating in 2019, Ivan faced a difficult decision: continue building a music career in Australia or return home to contribute to Indonesia’s creative sector. Eventually, he chose to return.

Starting again was not easy. Ivan performed at weddings, rebuilt his professional network and gradually established himself within Jakarta’s music industry. Along the way, he discovered that his greatest fulfilment came not from performing, but from helping others realise their potential.

Today, as an A&R executive and talent coach at 12WIRED, Ivan works closely with artists throughout their creative journey. He coaches vocal technique, guides songwriting, develops stage presence and helps artists understand how to communicate authentically with audiences.  

‘Every artist already has a voice. My job is to help them discover why people should care,’ Ivan said.

Rather than applying a single coaching method, Ivan tailors his approach to each individual, recognising that every artist has different strengths, challenges and aspirations.

‘Scorgie believed in my talent even when I didn’t trust myself. I bring this confidence when I coach new artists,’ Ivan said.

Building a Stronger Creative Ecosystem

For Ivan, developing artists is about more than individual success. He sees every successful musician as part of a much larger creative ecosystem.

Strong artists generate opportunities for producers, sound engineers, designers, event organisers, photographers, marketers and countless others whose livelihoods depend on a vibrant music industry.

Reflecting on his experiences in Australia, Ivan believes consistently delivering high-quality performances is essential to building a stronger live music culture in Indonesia.

‘When artists truly grow their talent, they deliver high-quality performances that audiences are genuinely willing to pay for. That is how we create real economic value for the industry, which subsequently creates more jobs and contributes to Indonesia’s economic growth,’ Ivan said.

Drawing on the knowledge, professional values and international perspective he gained through his Australian education experience, Ivan is helping build a stronger future for Indonesia’s music industry.

For Ivan, the greatest performance is no longer the one he gives on stage, but the lasting impact he creates by helping others find their own voice.