Arash Buana
Bringing the music closer to its listeners
Arash Buana was building a name in Indonesia, making English-language music with the potential to travel further. When Modern Doberman first met him, we saw an opportunity to explore that potential through a focused introduction to a new market. In April 2026, we developed a Philippines initiative combining a festival performance, media appearances and an intimate acoustic fan event in partnership with hospitality brand lyf.
- Our role
- Market-entry development · Live booking · Media relations · Partnership concept and initiation
- Market
- Philippines
Following the audience
The Philippines was already Arash’s second-largest streaming market after Indonesia. That existing listenership gave us a starting point: an audience was finding his music, even though his international live activity remained limited.
We worked with Arash to test how that digital connection could translate into an in-person audience relationship, bringing several opportunities together within one Manila visit.
A broader introduction to Manila
We secured Arash a slot at All Of The Noise 2026, a showcase festival in Manila, giving local audiences an opportunity to experience his music live.
Alongside the performance, we organised a press trip with appearances on ABS-CBN, MYX Global and the Wish Bus. These provided different ways for listeners to discover his music and get to know the artist behind it.
The visit brought live performance and media together as complementary parts of his introduction to the market.
An intimate connection with lyf
To create a more personal setting for Arash to meet listeners, Modern Doberman initiated and conceptualised a collaboration with hospitality brand lyf.
Held in a community space at one of its properties, the activation combined an acoustic set with an intimate fanmeet. Fans could hear the songs in a different setting, speak with Arash and spend time with him beyond a conventional festival performance.
With its youthful identity, community spaces and experience hosting artist events, lyf offered a fitting setting for that exchange. The collaboration added a distinct touchpoint to the trip: a chance to build a closer connection with the people already listening.
A first step into a new market
The April visit gave Arash several ways to engage with the Philippines: through a festival audience, local media platforms and direct conversations with fans.
For Modern Doberman, the work brought together audience insight, live booking, publicity and partnership development around one focused objective—exploring an international opportunity grounded in an existing connection to the music.