The Indonesian music industry is constantly evolving rapidly. Every year, new musicians emerge with different sounds and styles, making the competition increasingly intense. In the midst of this, Kukuh Rizal chose a bold path: leaving the corporate world and building something entirely new. For him, the future is not shaped by perfect plans, but by the courage to experiment.

Inspiration and Sparkling Imagination

Kukuh comes from a fine arts background, but his curiosity led him to go beyond that field. He reads a lot, including stories about how Disney brought characters to life and made them appear in various mediums. From there, he found an idea that he calls sparkling imagination —a spark of an idea that can inspire many people.

He also learned a lot from popular culture. One Piece, with its extensive detail and world building , convinced him that music is not just about the song, but also about the experience that can be built around it.

Sun Eater and the Experimental Space

Driven by that belief, Kukuh founded Sun Eater. From the beginning, he believed that music should be a space for experimentation. He wasn't afraid of making mistakes, because for him, reasonable mistakes are part of the process. This philosophy has made Sun Eater grow into a home for musicians with different sounds—from Feast and Hindia to Aldrian Risjad and Agatha Pricilla—and is now also giving birth to new names of the younger generation.

Survive and Thrive

The pandemic shook the music industry, but Sun Eater didn't stop. They strengthened their digital strategy: virtual concerts, content collaborations, and commercial projects that kept cash flow healthy. From there, Sun Eater evolved into a hybrid entertainment company—not just a music label, but also creative content, events, and community platforms. Recently, they launched a new label for koplo and dangdut music, as well as SDY, a fashion and merchandise line. This year, Kukuh also became part of Braintrust IdeaFest 2025 for the Music and Entertainment pillar, reinforcing his position in the Indonesian creative ecosystem.

Working Identity: The Career Framework of Kukuh Rizal

This journey aligns with Herminia Ibarra's theory of Working Identity . Ibarra explains that significant change rarely comes from rigid plans, but rather from a series of experiments that shape a new identity. Kukuh proves this. From a corporate professional, he transformed into a music entrepreneur. From a label, he expanded into merchandise and digital content. Now he also appears as an industry thinker. All of that was born from experimentation, not a perfect blueprint.

Consistent Vision

Amidst various projects, Kukuh remains true to his initial goal: he wants to be remembered as a "teacher." Not a formal teacher, but someone who shares knowledge through experience. He consistently listens to feedback, continues learning from others, and transforms those lessons into tangible works.

Reflection: What is your future experiment?

His journey reminds us that the future is rarely straightforward. It is born from experimentation, from the courage to take steps even when the outcome is uncertain. From there, a new identity is formed, and the direction of life becomes clearer.

Reflection: What small experiment can you try this month—a new format, a different collaboration, or a simple idea—to test your future identity?