Organised by Innovation Factory, in collaboration with AKG Entertainment.
How can a piece of art become a commercially viable brand? On September 23, 2026, BLOCK71 Jakarta became a gathering ground for Indonesia’s creative community to unpack that exact question.
Co-hosted by Innovation Factory and AKG Entertainment, The Creator Playbook brought together artists, IP owners, and industry leaders for a one-day deep dive into protecting, developing, and commercializing original creative concepts.
The event paired interactive seminars and panel discussions with practical insights into the IP ecosystem—covering everything from legal fundamentals to audience growth, licensing, and commercialization. Complementing the stage sessions, an Artist Showcase featured a mini-exhibition of rising local creators, giving selected Indonesian talent a dedicated platform to gain exposure, build industry connections, and spark potential collaborations.
Understanding the Foundations of IP
The day opened with an interactive seminar themed “IP 101: Patents, Trademarks, Copyright & Trade Secrets Demystified”, led by Gita Sembiring, a Counsel at LOKA LAW OFFICE, The session provided a foundational understanding of intellectual property, giving aspiring artists and creators a clearer context for how different forms of IP can help protect and support their creative work.
Gita explained that a single creative product can involve different types of IP, with copyright, trademarks, trade secrets, and patents each serving different purposes. Copyright protects creative works, trademarks help distinguish products and services while protecting brand identity and reputation, trade secrets protect valuable information that is kept confidential, and patents provide protection for qualifying inventions. Participants were also encouraged to look beyond the main product itself and consider the different elements surrounding their work that may be protected.
From Idea to Commercial Opportunity
The conversation continued with “From Idea to Icon: How Licensing Built IPs from Early Stage to Global Level”, featuring Muhammad Neil El Himam, Deputy for Digital Creativity and Technology Creativity at the Ministry of Creative Economy; Retno Safitri, Head of Licensing & Merchandising at AKG Entertainment; and Fajar Hadria, Creator & IP Owner of GHOSTY’s COMIC, moderated by Yuda Wiyasa, VP of Commercial at INFIA. The panel explored how understanding audiences, researching the market, and building the right creative and business foundations can help an IP grow into commercial opportunities. Fajar brought this idea to life through the journey of GHOSTY’s COMIC, highlighting how understanding audience behaviour and building a connection with a niche community can create a strong foundation for growth.
“Niche is the next mainstream.”
— Fajar Hadria
The discussion also highlighted the importance of partnerships, licensing, ownership, IP assets, and brand guidelines as creators begin to turn their ideas into more structured commercial opportunities.
Growing an IP for the Future
Moving beyond the initial stages of commercialisation, the conversation also explored what it takes to grow an IP across audiences and markets. Muhammad Neil El Himam highlighted the importance of adjusting approaches for different markets, including language and local context, while also being open to learning, building partnerships, and expanding into new markets.
As IPs begin to enter new markets, Retno Safitri emphasised the importance of understanding an IP’s identity, finding aligned markets and licensing partners, and preparing the right business structure for opportunities such as international partnerships. Yuda Wiyasa added that protection and brand guidelines should evolve alongside the IP, helping creators maintain consistency while opening the door to new opportunities.
From Sketchbook to Spotlight
Alongside the main sessions, The Creator Playbook also featured an Artist Showcase spotlighting five Indonesian digital IP creators selected as part of The Creator Playbook: Loomia Studio, Mora & Olfi, Tuti & Friends, Wingless Quack, and Dizzy Daisy Club. The showcase gave these creators a platform to bring their characters, stories, and creative works into the space, connecting their work with attendees and industry players throughout the event.
Through the showcase, attendees could take a closer look at the ideas behind each IP, while the creators gained opportunities for exposure, networking, and potential collaboration. Additionally, the featured creators received the chance to participate in exclusive one-on-one sessions with AKG Entertainment’s Retno Safitri. Together, the showcased works offered a tangible perspective on how homegrown creative concepts can continue to develop beyond the sketchbook.
Building What Comes Next
Across the seminar, panel, and showcase, The Creator Playbook highlighted that building an IP is an ongoing journey. From understanding how to protect an idea and connect with an audience, to exploring licensing, partnerships, and new markets, each stage brings different considerations for creators.
Ultimately, developing a strong IP means giving creative ideas the right foundation to grow, evolve, and reach new audiences while staying true to what makes them unique.
Great ideas can take many forms, and their journey does not end with the first sketch. Follow @innofactory.id & @b71indonesia for more stories, insights, and conversations from the people building what comes next.