
I was reading this book 'Blue Ocean Strategy' and after a few pages, I can't help but relate the story with the success of Mawi. People have been wondering how Mawi became so popular that he is now a household name in the entertainment industry, barely two years after winning the AF. First of all, let me tell you about the book. It's a business book that tells companies on how to create a new uncontested market in order to minimise competition. The phrase 'blue ocean' refers to this market. It says that in order to make most profit and avoid unnecessary competition, a product should have value-added details to make it different from the other products which would eventually make the product stands out from the rest. The idea is to do something different and produce something that no one has yet to seen, thereby creating a "blue ocean".
Somehow, it just came to my mind that this is what Mawi has been doing all along (even without him realising it). At the time when people say it's hard enough to sell 10,000 copies of any albums, Mawi effortlessly sold 60,000 (I'm not sure about the numbers though) copies of his very first album. That makes me think. What is so special about him? I mean, his voice is not outstandingly great. Other established singers can sing better, yet they themselves struggle. He's not that good-looking either. He's not gonna be in my top 10 list of the most good-looking male singers in Malaysia at least.
What makes him so successful then? I think it's his ability to create a new different market for himself. Most of his fans are people who never really buy an album or really care about what's going on in the entertainment world, especially housewives or tudung-clad teenagers. These people like his so-called Islamic background and attitude, which are both his added-value that differentiate him from other singers, and not just his voice. He created a completely new market which never existed before. By doing that, he can avoid competition because this new market is still uncontested. Anuar Zain, or Hazami for example can't compete in this market because they don't have those value-added details that Mawi has.
Let me give another example. If you were to buy a pizza, would you go to Pizza Hut or some unknown Italian restaurant? Of course Pizza Hut. Why? Because of the brand. The brand itself add extra value to the product although both might make equally good pizzas. In Mawi's case, the extra values that he has are his Islamic background and attitude, as I mentioned earlier. So I think it will be some time before another singer can try and win the heart of the people of this new market. Adios....