Scout To The Stars
Lina Priscilla made her way up from working in programming at a TV station to being the president director of the biggest talent-management agency in Indonesia in the MNC Group. Her skills in the entertainment industry have also led to her being put in charge of two other companies within the same group. She sat down with us in her spare time and gave us a sneak peek into the industry.
Q: How did you become the president director of Star Media Nusantara (SMN) in the MNC Group?
A: I took a master’s degree in accounting and finance and graduated from New South Wales University in Sydney in 2002, and I immediately joined the MNC Group. I started my career at RCTI TV station and worked in programming there for four years. After that I joined Star Media Nusantara about 10 years ago, and now I also handle MNC Infotainment – a production house within the MNC Group where we produce all the infotainment programmes for our TV stations, and Hits Record, the recording company of SMN.
Q: Did you always want to work in the entertainment industry?
A: Actually, I never got to work anywhere other than in this industry, but as it turned out, I love this industry, it’s my passion now.
Q: Can you elaborate more about SMN and what you do there?
A: SMN was established in 2002 and is the biggest talent-management agency in Indonesia. We have more than 300 individuals on our books, with the greatest variety. We have singers – from dangdut to pop, hosts, presenters, celebrity chefs, magicians, comedians and kid’s talent. Currently we also train some of our talent to become YouTubers and influencers also, because we need to keep up with the market. I’m pretty much involved in the day-to-day activity and on the management front too. In general, my team and I have to submit the yearly budget planning to our holding company, MNC Media. They will review it and set goals for us to achieve in the year ahead. So, based on that, I have to manage and make sure each division in SMN can run well and achieve its targets.
Q: How does scouting talent for SMN work?
A: Most of the talent comes from the talent-search programmes on our TV stations. RCTI for example, that station itself has a lot of talent-search programmes, like Indonesian Idol, X Factor, Rising Stars, The Voice and Miss Indonesia.
Q: What do you think is the biggest challenge in running SMN and how did you overcome it?
A: It’s not an easy thing to deal with a big number of people, especially the talent. Different people have different backgrounds, experiences, needs and expectations. We need to know all of those before the talent comes, so that we can have a personalised approach, because it can’t be the same from one person to the next. It’s a good thing we have a big team of managers to make it possible. We also want to develop our talent, that’s why we have classes and training, such as for vocal, acting, make-up courses and character building for each person, depending on their needs.
Q: Do you find it challenging to manage your time especially in running
three brands?
A: Actually no, because I have my highly experienced teams in SMN, Hits Record and MNC Infotainment. They help me a lot and make it possible for me to run three companies, spend time with my family and allow me time for myself too.
Q: What are your future goals for SMN?
A: For the company to be the best and the biggest talent-management agency in Indonesia, with good quality and professional services for clients and for the talent, and always be up-to-date with the market and the industry.
Q: What do you think of Indonesia’s entertainment scene right now?
A: I think it’s good already, and it will get better and better because people will always need good entertainment.
Q: What’s the most rewarding moment in your career?
A: When I see my talent going from zero to hero. It gives a sense of satisfaction seeing them being able to buy their own houses, their own cars or send their parents overseas for a holiday. Watching their lives change for the better, and seeing them all over the media, it’s really rewarding.
Q: Who is your inspiration?
A: My mom, she doesn’t work but she’s really tough, she doesn’t panic easily, she’s calm and she always focuses on everything she does.
Q: Do you have any advice for new talent trying to make it in the industry?
A: Don’t give up easily. I know it’s not easy for newcomers to enter the industry, because there are so many competitions and the market is always shifting. Just stay focused, keep trying and make a lot of friends to have more opportunities.
PT. STAR MEDIA NUSANTARA
MNC STUDIOS – Tower II Lt.2
Jl. Raya Perjuangan no.1 Kebon Jeruk,
Jakarta Barat 11530 Indonesia
T : (+62)21 5366 1736
