Demajors
Demajors is an Indonesian independent record label founded in 2000, representing 100+ local and 10+ international artists and distributing CDs, vinyl, cassettes, and merchandise through e-commerce, mobile apps, and 20 retail stores across Indonesia and Malaysia.
- Company typePrivate
- Founded2000
- HeadquartersSelatan, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Demajors does
Demajors Independent Music Industry (DIMI), operating under the Demajors and [at]demajors brands, is an Indonesian independent record label founded in 2000 by David Karto, Sandy Maheswara, and Adhi Djimar, with Otto Djauhari joining as partner in 2011. The company represents over 100 local Indonesian artists and more than 10 international artists across non-mainstream genres, spanning indie, jazz, hip hop, metal, ska, and cinematic pop acts such as Mocca, Endah N Rhesa, Efek Rumah Kaca, Parkdrive, Fourtwnty, Burgerkill, Shaggydog, and WSATCC. Its core business is multi-format physical music distribution (CDs, vinyl records, cassettes) plus merchandise, sold directly to consumers through an owned e-commerce site (demajors.com), iOS and Android mobile applications, and the [at]demajors branded physical retail and creative hub network spanning 20 cities across Indonesia and Malaysia.
The company's revenue mechanics are diversified across three streams: one-time physical album sales priced at Rp 50,000-550,000+ depending on format and edition; transactional digital distribution fees through partnerships with Spotify, Apple Music, Joox, Deezer, iTunes, and MelOn; and licensing royalties from artist representation. Supporting infrastructure includes the demajors News music blog, Synchronize Radio (the rebranded demajorsradio.com), the annual Synchronize Festival in Jakarta, demajors TV on YouTube, and recording studios integrated into creative hubs. Operations are concentrated at the headquarters in Cilandak, South Jakarta, with 101-250 employees and no disclosed external institutional funding or parent company. The company has operated continuously for 23 years, was awarded Rolling Stone Magazine Indonesia's Editor's Choice Award for The New Alternative in 2009, and pursues a horizontal segmentation strategy serving both Indonesian music collectors/physical-format enthusiasts and independent non-mainstream artists seeking label services and distribution.
Demajors firmographics
Firmographics- Name
- Demajors
- Legal name
- demajors Independent Music Industry (DIMI)
- Website
- https://demajors.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Demajors is an Indonesian independent record label founded in 2000, representing 100+ local and 10+ international artists and distributing CDs, vinyl, cassettes, and merchandise through e-commerce, mobile apps, and 20 retail stores across Indonesia and Malaysia.
- Ownership category
- akta.pro rank
Demajors industry classification
Industry- Product category
- Independent Music Label and Physical Music Distribution
- NAICS
- Record Production and Distribution (512250), Music Publishers (512230), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Retail-Record & Prerecorded Tape Stores (5735), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Contracting, Licensing & Rights Management (Music/Performance Releases) (HSACAHAM)
- akta.pro secondary industries
- Global Rights Representation & Sub-Publishing/Reciprocal Collection Services (MPAIAKAI), Sync Marketplaces & Licensing Platforms (MPAIALAG)
Keywords
Where Demajors is headquartered
LocationHeadquarters
- HQ city
- Selatan
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Demajors business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Physical Album Sales: Sales of CDs, vinyl records, and cassettes through e-commerce and retail network
- Digital Distribution: Distribution of music through digital platforms including streaming services and direct digital sales
- Artist Representation: Management and representation of local and international artists in Indonesia's non-mainstream music scene
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | CD Albums - Standard editions |
| Unit Pricing | Pay-as-you-go | Vinyl Records |
| Unit Pricing | Pay-as-you-go | Special Edition Albums |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Demajors product offering
Product offeringCore offering
Demajors is an Indonesian independent record label that produces, releases, and distributes physical music formats (CDs, vinyl records, cassettes) and merchandise from a catalogue of more than 100 local and 10+ international artists. It sells directly to consumers through its own e-commerce site, iOS/Android apps, and a 20-city retail network, while also distributing digitally via Spotify, Apple Music, Deezer, Joox, iTunes, and MelOn. The label additionally represents artists through management, licensing, and the annual Synchronize Festival.
Product overview
Demajors Independent Music Industry (DIMI) is an Indonesian record label operating outside mainstream music, founded in 2000-2005 by David Karto, Sandy Maheswara, and Adhi Djimar. The company offers a multi-format physical music distribution business with CDs, vinyl records, cassettes, and merchandise through its owned platforms including the demajors App (Android/iOS), demajors News blog, and the [at]demajors retail network spanning 20 cities in Indonesia and Malaysia. Supporting platforms include Synchronize Radio (formerly demajorsradio.com), Synchronize Festival, and demajors TV (YouTube channel). The catalogue includes over 100 local artists and 10+ international artists, with digital distribution partnerships with iTunes, MelOn, Spotify, Joox, Deezer, and Apple Music.
Differentiator
Problem solved
Functional benefit
Products and services
- CDs Physical CD album releases from demajors' catalogue of over 100 local and 10+ international independent artists, sold to consumers via demajors.com, the demajors mobile app, and the [at]demajors retail network.
- Vinyl Records Physical vinyl releases including 10" singles, standard LPs, double LPs, limited pressings, and Record Store Day special editions, sold to collectors and music fans through demajors.com, mobile app, and [at]demajors retail stores.
- Cassettes Physical cassette tape releases from demajors' catalogue of independent artists, supporting the label's commitment to multiple physical music formats.
- Artist Merchandise Artist-branded merchandise including apparel and accessories sold alongside physical music releases via demajors.com.
- Demajors Mobile App Mobile application available on iOS and Android that lets consumers browse, purchase, and access demajors' catalogue of CDs, vinyls, cassettes, and merchandise.
- Synchronize Festival Annual music festival organized by DIMI and held at Gambir Expo Kemayoran, Jakarta, featuring lineups of demajors roster artists and student-card ticket promotions.
- Synchronize Radio Online radio platform broadcasting music programming and artist showcases from the demajors catalogue, operating as the successor brand to demajorsradio.com.
- Artist Representation and Label Services Management, recording, production, and distribution services for local and international independent artists, including physical and digital release support and marketing.
Companies that use Demajors
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Demajors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
Demajors partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Otto DjauharicoreOtto Djauhari joined as a new partner in 2011, bringing shared passion and commitment to strengthening the company's ability to grow non-mainstream music business nationally and internationally.
- iTunesminorLong-term partnership with Apple's iTunes for digital music distribution as part of online music distribution network
- MelOnminorPartnership with Korean-origin music streaming platform MelOn for online music distribution
- JNEminorShipping and logistics partner for delivering physical music products to customers across Indonesia
- Anukara RecordsminorExecutive producer for WSATCC releases, producing limited edition vinyl singles
- Teras Belakang RecordsminorCollaboration with Teras Belakang Records for releasing The Adams albums on vinyl format
- [at]demajors Network PartnerscoreNetwork of independent retail partners across 20 cities in Indonesia and Malaysia operating under [at]demajors brand for physical music distribution
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Demajors competitors and assessment
Company assessmentBroad incumbents
- Domino Recording Company: UK-headquartered independent label with broad international artist roster and premium physical release strategy. Comparable indie-label business model spanning recording, physical distribution, and digital streaming.
- TuneCore: Global digital distribution platform serving independent artists. Relevant as a distribution-side competitor and as a benchmark for the unit economics of routing independent music to Spotify, Apple Music, and other streamers.
- XL Recordings: Prominent UK independent label with global artist roster. Comparable as a mature independent label with multi-decade operating history and diverse genre portfolio, though with substantially larger scale.
- Sub Pop Records: Established US independent label with strong vinyl physical-format business, broad artist catalogue, and long operating history. Comparable business model of indie label operating physical and digital release cycles at premium pricing.
- Warp Records: UK independent label with strong physical-vinyl catalog and electronic/alternative focus. Comparable in operating a long-tail physical-format catalog alongside digital distribution for a non-mainstream music audience.
- Believe Digital: Global digital music distributor and label services company serving independent artists and labels. Comparable in providing distribution infrastructure for indie catalogues to major streaming platforms, though at vastly larger scale.
- Rough Trade Records: UK-based independent label operating its own physical retail stores alongside label, distribution, and publishing functions. The closest Western structural analogue to Demajors' vertically integrated label-retail-radio model.
Direct peers
- Alfa Records Indonesia: Indonesian independent record label focused on alternative and indie artists. Directly comparable in catalogue strategy and target audience of non-mainstream Indonesian musicians and fans.
- Aquarius Musikindo: Long-standing Indonesian record label and distributor with broad catalogue and physical distribution. Directly comparable to Demajors as a domestic indie label operating physical and digital distribution in the same Indonesian market.
- Musica Studios: Indonesian music label and retailer combining label operations with a physical retail footprint. Operates in the same Indonesian music ecosystem and competes for the same consumer base of physical-format and indie music fans.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Demajors social profiles
Digital presenceDemajors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Demajors leadership team
Management profileNumber of profiles
Profiles4 records
Demajors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Demajors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Demajors
What does Demajors do?
Demajors is an Indonesian independent record label that produces, releases, and distributes physical music formats (CDs, vinyl records, cassettes) and merchandise from a catalogue of more than 100 local and 10+ international artists. It sells directly to consumers through its own e-commerce site, iOS/Android apps, and a 20-city retail network, while also distributing digitally via Spotify, Apple Music, Deezer, Joox, iTunes, and MelOn. The label additionally represents artists through management, licensing, and the annual Synchronize Festival.
Is Demajors a public or private company?
Demajors is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Demajors founded?
Demajors was founded in 2000. It employs 101 to 250 people.
Where is Demajors based?
Demajors is headquartered in Selatan, Indonesia, in the Asia region.
How does Demajors make money?
Three revenue lines are on record. Physical Album Sales are the primary driver. The others are digital Distribution and artist Representation.
Who are Demajors's main competitors?
Broad incumbents on record are Domino Recording Company, TuneCore, XL Recordings, Sub Pop Records, Warp Records, Believe Digital and Rough Trade Records. Direct peers are Alfa Records Indonesia, Aquarius Musikindo and Musica Studios.
Does Demajors have an API?
No public API is recorded for Demajors.
What industry is Demajors in?
Demajors's product category is Independent Music Label and Physical Music Distribution. Its primary akta.pro industry code is HSACAHAM, Contracting, Licensing & Rights Management (Music/Performance Releases), with a secondary code of MPAIAKAI, Global Rights Representation & Sub-Publishing/Reciprocal Collection Services. Its NAICS code is 512250 and its SIC code is 5735.