Music can Change the World because it can Change People



When Ambon/Maluku was recovering from five years of politically maneuvered conflict, we (AJPF) knew that to help bring the city back to what it was always known for “Ambon Manise” (Sweet Ambon) is to bring the world back to Ambon.

As Bono once said:” Music can change the world because it can change people”; so music it is the tool to bring people back to Maluku; to bring people back to Ambon.

We created a marketing gimmick called “Ambon Jazz Plus Festival.” Because music has been the “soul-food” indigenous “means of communication” for and amongst the people of Ambon.

Orient Express - US Navy Band

AJPF started on 8 October 2009, in the city of Ambon. This festival is conceptualised for the following purposes:

  1. Assisting the city of Ambon in particular and Maluku province in general to recover from the trauma of the impact of horizontal conflict between communities that occurred during the 1999-2005 period;
  2. Assisting the government in developing the potential of the tourism industry and creative economy in Maluku;
  3. Introducing Maluku to the national and international public;
  4. Specifically helping to build the music and entertainment industry ecosystem in Maluku;
  5. Preparing a vocational institution, named “Amboina Academy of Arts & Sciences” (ASSA).

Decralaration: Ambon as The City of Music in Indonesia, 8 October 2011

In the third season in 2011, the AJPF team prepared a vision and concept about Ambon as a “City of Music”, which was welcomed by the Maluku provincial government and the Ambon city government to declare “Ambon City of Music” by Maluku Governor Karel Ralahalu and Ambon Mayor Richard Louhanapessy , on October 8, 2011, at the opening momentum of the third AJPF.

“Through this AJPF event, the government and society agreed to make Ambon a city of music,” said Ambon Mayor Richard Louhanapessy (ANTARA – Maluku, 8/10/2011).

From 2009 to 2012, AJPF succeeded in bringing together more than 500 musicians, artists, and crews, national and international, to visit and perform music in Ambon.

At the end of 2019, based on the request of many parties, the AJPF team decided to track the “AJPF re-appearance”, which was planned to be held on 8 October 2020 in Ambon; after eight years of “hibernation”.However, due to the coronavirus pandemic, those “normal” plans were canceled entirely.

In early March 2020, the AJPF creative team came up with the ​​out of the box idea, which is to rekindle the festival virtually – AJPF Going Virtual.

It is planned that the online festival performances will last for about nine to eleven hours every day, on 8, 9 and 10 October 2020, with content, starting from online joint discussions (webinars) regarding actual and factual issues facing Maluku in general, especially for the younger generation.

The online festival contents are webinars, vocational edutainment in the form of online interactive workshops and also musical performances by recording artists from home and abroad. Thus, AJPF Going Virtual can be said to have stage performances in various countries in the world.



Sandy Sondhoro - AJPF 2011

Ambon Jazz Plus Festival productions operate by the Archipelago International Music Expo (AIME) team.

AIME is a registered and copyrighted name in Indonesia and owned by The Sophie’s Choice (PT. Ini Pilihan Sophie) – Registration: IDM000637726


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PT. Ini Pilihan Sophie (The Sophie's Choice)

One Pacific Place, 11th Floor Jl. Jendra Sudirman, Kav 52-53, Jakarta 12190

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Phone: (62) 21 2985 9645

Fax:(62) 21 2985 9889 Email: info@thesophieschoice.com newnormal@ambonjazzplusfestival.com