The Positioning Strategy of Ambon as a Music City: Case Study – Ambon City (Maluku, Indonesia) Towards World Music City

Abstract

Ambon City has been awarded as a Music and Culinary City of Indonesia by The Bekraf RI (Republic of Indonesia's Creative Economy Agency). This article discusses how the preparations that have been carried out by the city of Ambon towards the world music city and the various problems associated within it. A number of relevant stakeholders in Ambon were interviewed and opened various evaluations and problem solving. Various programs that have been carried out are in accordance with the standards requested by UNESCO, but the priority scale in the executed steps requires more careful attention. Some things that still need more attention are related to information, regulation, relations between stakeholders, organizing music festivals (live performances) and bureaucratic systems. This article concludes that efforts related to the world music city still need a serious effort in positioning Ambon in the midst of global competition.