How a Live Event Company Survived Pandemic by Pivoting to Online Streaming

How a Live Event Company Survived Pandemic by Pivoting to Online Streaming

When Indonesia’s pandemic lockdown canceled every live event in 2020, Ben Soebiakto faced a crisis: his company, Samara Media Entertainment, had planned six to seven major offline festivals. With no permission to gather, no ticket sales, and a team in panic, he made a radical decision—pivot to online. What followed wasn’t just survival, but a transformation that led to events with 1.8 million viewers, new sponsorships, and a deeper understanding of digital reach.

The journey began not with a grand strategy, but with a simple idea: What if we help people instead of just selling tickets?

What Happened When Offline Events Were Cancelled

In early 2020, Samara Media had already booked talent, secured venues, and sold thousands of tickets for major events like Saidi Fest and the Raisa 10th-anniversary concert. Then, in March, the government imposed strict social restrictions. All events were canceled. The company faced a financial cliff—no income, but still paying staff, vendors, and taxes.

"We were in shock," Ben recalled. "We had no idea how long this would last. The fear wasn’t just economic—it was emotional. We were watching the entire industry die."

But instead of waiting for permission to return, Ben’s team began asking: What can we do now?

The Birth of LivestreamFails: A Donor-Driven Event

The turning point came when a trusted team member, a media creator named Ramadan, reached out with an idea: Let’s make a digital concert for creatives in crisis.

At first, Ben resisted. "How can a livestream replace the energy of a live crowd?" he thought. But the idea wasn’t about profit. It was about purpose: help musicians stay employed, support struggling UMKMs, and give people hope.

"Let’s do it for the people, not for the money," Ben said. "Even if we lose, we’re doing something meaningful."

Within 10 days, they launched LivestreamFails—a multi-format digital festival. It featured live music, comedy, cooking, and wellness sessions. They partnered with Emtek (the parent company of TVRI and Kompas TV), secured sponsors like Indofood and Ozy, and used donation platforms to fund the event.

The first event raised hundreds of millions in donations. More importantly, it reached 132,000 viewers—far beyond the 20,000 who typically attended their offline events at JCC.

Why Digital Events Outperformed Offline in Reach

Ben realized a key truth: Offline events were local. Digital events were national.

• Offline: 80% of attendees were from Jakarta. The rest came from nearby cities like Surabaya or Jogja.
• Digital: Only 30% of viewers were from Jakarta. People from Medan, Sumatra, Kalimantan, and even Papua joined.

"We thought we were reaching a wide audience before," Ben said. "But we were just reaching Jakarta. Now, we’re reaching the whole country."

This shift meant sponsors got new value. Brands that previously only reached Jakarta-based audiences could now engage people in remote regions.

How the Revenue Model Changed

The old model—sell tickets, collect fees, profit—no longer worked online. People expected free content. So Ben had to rethink revenue.

The new model: Sponsorship + Purpose-Driven Events

• Instead of selling tickets, they focused on attracting sponsors who wanted to support social causes.
• They made events about impact: helping UMKMs, uplifting creatives, supporting mental health.
• Sponsors saw value not in ticket sales, but in brand exposure, audience reach, and social responsibility.

"We stopped asking, ‘How do we make money?’ and started asking, ‘How do we create value?’" Ben said. "That’s when sponsors came in."

The Power of Collaboration

Samara didn’t go it alone. They leaned on partnerships:

• Media groups: They collaborated with Kompas, RCTI, and KapanLagi—rivals in normal times, but allies in crisis.
• Influencers & creators: They invited YouTubers, comedians, and musicians who were also stuck at home.
• Platforms: They used Emtek’s streaming infrastructure and donation tools.

"The key was letting go of ego," Ben said. "We didn’t have to win every time. We just had to help. When we did, others joined."

How the Team Stayed Together During Isolation

With teams working from home, Ben faced a new challenge: keeping morale high.

He introduced weekly Townhalls—not just work meetings, but fun, supportive sessions. They played games, shared personal stories, and celebrated small wins.

He also launched an internal competition: "Ideafest Freestyle"—a challenge for employees to pitch creative new event ideas. The winner got a prize of Rp1 million.

"We used the crisis to rebuild our culture," Ben said. "We asked: What kind of company do we want to be? What values matter?"

The answer: Agility, empathy, and openness.

Lessons for Founders Facing Sudden Change

Ben shared four core lessons:

1. Shift your mindset – Stop thinking about what you’ve lost. Focus on what you can do now.
2. Embrace collaboration – You don’t have to do it alone. Partner with others, even competitors.
3. Prioritize your team – People are your biggest asset. Check in on their mental health. Build trust.
4. Test fast, learn faster – Don’t wait for perfection. Launch small, learn, and improve.

What’s Next? A Hybrid Future

Ben doesn’t believe in going back to the old way. Instead, he sees a hybrid future:

• Offline events will return, but only when safe.
• Online events will stay as a core part of their business.
• The best events will combine both: a physical experience with digital access.

"We’re not just event promoters anymore," he said. "We’re experience builders. And we’ve proven that digital can be powerful, inclusive, and meaningful."

Key Takeaways

• Offline events are limited by geography; digital events can reach the entire nation.
• Sponsorship is more effective than ticket sales in the digital space when tied to social purpose.
• Team culture is critical during crises—regular check-ins and fun activities prevent burnout.
• Collaboration with competitors can unlock new opportunities during tough times.
• The best pivot isn’t about copying the old model—it’s about creating something new that fits the new reality.