Sony Music Indonesia and Sun Eater Group have unveiled Lunar, a joint-venture record label aimed at developing and distributing Indonesian artists with global ambitions.

The new imprint, formally incorporated as PT Lunar Musik Indonesia, launches with three artists on its initial roster: Kecoud, Alee and Nandoshi.

The venture pairs Sony Music’s international distribution infrastructure with Sun Eater’s reputation for independent artist development. Sun Eater, which counts Hindia, Lomba Sihir and Feast among its alumni, has built its profile on bridging grassroots creative communities with mainstream markets.

“Indonesia is currently home to one of the most vibrant and digitally active music communities in the world,” said Muhammad Soufan, general manager of Sony Music Indonesia. “Partnering with Sun Eater Group to form Lunar combines our reach with authentic, grassroots creative curation.”

Kukuh Rizal Arfianto, founder and CEO of Sun Eater Group, added: “Lunar was born from a desire to create a progressive space that respects the pace of artistic growth. Together, we are offering these artists the best of both worlds: the agility and heart of an indie label with the incomparable reach of a global leader.”

The three debut signings occupy distinct sonic territories. Kecoud, based in East Java, has carved out a genre he calls Keroncong Hop – a fusion of contemporary hip-hop and Keroncong, the Portuguese-influenced folk genre native to Java. The artist has drawn viral traction through tracks including “Bad Bunny asli Purwokerto,” a reimagining of the Puerto Rican star’s music transposed into Javanese, and “Shawty Tjantik,” a collaboration with Crisbe that has accumulated 305,000 YouTube views. He currently draws 218,000 monthly listeners on Spotify.

Alee enters the label without a commercial release to his name, yet has already generated significant online momentum. A behind-the-scenes songwriting process video posted to TikTok – titled “(Untitled)” – has exceeded 1.2 million views and 221,000 likes, with a substantial volume of fan comments demanding an official release.

Nandoshi – the performing name of Ananda Alivia – is an English-language pop artist whose reference points include Dayglow, LANY and NIKI. Sun Eater draws a direct lineage between Nandoshi and Reality Club, a former act on the group that established a crossover audience as an English-singing Indonesian act.

“I want my music to make people feel understood and emotionally moved, and I’m excited to dream even bigger with Lunar while staying grounded in who I am as an artist,” Nandoshi said.

Lunar has outlined plans to add three further artists to its roster by the third quarter of 2026, targeting acts in what it describes as hyperlocal regional music, persona-driven online-first artists, and a Halal Pop lane.