Projek Kami.

Earlier this year, I presented an ethnographic cultural study entitled Indie Revolution after months of going undercover as an indie chick in headbanging gigs, having the privilege to interview some of the most passionate bands ever and being exposed to some of the most enlightening notion of individualism which lacks in this oh-so-homogeneous country. The study was shared with one of the Big Three telcos (yea, if you realise the Big 3 doesn't just exist in automotive) and due to the edgy-ness of this study, it was arguably difficult to digest by the clients. Although I may not agree but I do understand their apprehension. Here's a young punk telling them Indie is the way to go to hit youths where it hurts most - to discover their passion and express it in their own individualistic and creative manner spearing through the noise of their ever-chaotic environment. One of the most frequently asked questions was "Show me the numbers". How do you share a definitive number in such a highly qualitative research employed with almost zero funds? That's always been my frustration in presenting ethnography work, that the purpose is to discover insights through long-term observation and participation which isn't to say can't be done through research proper, but trust me, it's a Ringgit dynamite just to check for example, "How many people actually draw the curtain to mimic/improve the cinematic experience in their living room?". You should shoot your researcher if he ever proposes this kind of questions.

Anyway, I don't know if this is only happening in Malaysia or it happens more in Malaysia. That clients need to be pacified by numbers to such extent because there are a lot of great ethnography work being employed overseas just so they have a tab on what's really happening in the world beyond the boardroom. Data provides knowledge but true understanding comes from being with people. I hope one day, everyone gets that.

Back to Projek Kami. I must really applaud 8TV and Nokia for taking this stance. I think it's a brilliant and refreshing projek and speaks right through to the hearts of creative individuals. The film is raw and real and although I haven't the luxury of following it every week but every time I did, I enjoyed it. I think it's very courageous for an international brand like Nokia to take this stance because not all foreign brands can blend into local culture in such a meaningful manner. And for those brands who are afraid of jumping into the indie bandwagon because of the absence of those precious numbers or the endorsement of a world-established research house, well guess what? Here, have them all.

Please give me your feedback on this if you have any. I want to hear different opinions about this subject and I definitely want to improve.

p/s: The Kami series is a brilliant product, but guess what? It's not the only needgap in this whole Indie culture. If you're ready for your bit of creative expression, mail me and we'll bounce ideas and off walls :)