The Importance of “Aesthetic Publication” in Establishing Business
The emergence of visual-based-content social media platform few years ago has sparked the trend of visual content, with photos and videos cited as its most valuable contents. This trend has also provided business opportunities for creative workers. Among them are Editor in Chief of KaneKin Media Magazine and Creative Agency Maria Jessica Hartono, the founder of typography design agency Christina Cahyadi, and Pop-up Market ID founder William Ernest Silanoe. They spoke together during Tech Media Talk, an event organized by the students of Communication Program Binus University International with the theme “Aesthetic Publication”. This event was held on Tuesday (17/5) at FX Campus, 6th floor of FX Mall.
During the talk show, the guest speakers shared their experience in building communication business. Maria Jessica reveals that the vision of Kanekin is to be an inspiring media where creative people and aesthetic creative works from all around the world can meet. KaneKin Magazine focuses on the current lifestyle trend which often involves creative industry. Many creative people use Instagram to publish their works. “Recently, Instagram has become very popular. This platform is useful for creative workers to publish their works. It is something that we also use to publish our creative visual designs,” she said.
Aside from publishing magazine, Kanekin is also a creative agency which helps various brands in conveying their messages towards customers or communities which fit with the current lifestyle. As a creative agency, KaneKin helps brands in the process of producing creative photographs, videos, brand activation, managing social media, and other activities to improve their brands. KaneKin also established a community where creative people can have better opportunity to publish their works. “To have your works published abroad is a big possibility,” said Maria, who revealed that there are contributors and members of Kanekin community who have published their works in Canadian media.
On the other hand, Christina Chahyadi, who has passion in writing, decided to focus on making hand-lettering design and publish it on her Instagram. Her hobby transformed into a business when she started receiving requests from her friends to design birthday invitation and other greeting cards. “If you ask me where do I get my inspiration, I like to journal,” Christina reveals her inspiration to make hand-lettering. She then established her own typography design agency called Life Within Words co.
Another speaker on the talk show is Ernest Silanoe, the co-founder of Pop-up Market, a bazaar event organizer. He explained that Pop-up Market was originally a college assignment when he was a student at a business college in Jakarta. “Pop-up Market distinguished itself from other event organizers because it is established by student of business college and only focuses on bazaar event,” he explained. The creative and aesthetic content are essential for Ernest, who is also the founder of PT Broadway Indonesia and the owner of Bradley British Tea House, in order to attract people to his event organizing business. “Aesthetic publication is effective to make an event even more interesting,” said Ernest.
After taking aesthetic publication into consideration, Ernest started managing his business promotion by hiring people to focus on handling social media such as Instagram. “I used to post on Instagram by myself and wasn’t really paying attention to the visual aesthetic. It was a mistake since people can see the difference between my first and current posts in Instagram, where the older ones were worse. However, it’s getting better since I already hired people to do this,” he said. As a businessman, Ernest advices students or people who want to try their hands in business to spot the major trend and do something different instead. “For instance, I chose to establish a tea house when coffee shop business was popular,” he concluded.
