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Indonesia is known for its extremely rich cultural heritages from Sabang to Merauke, not exceptionally its musical inheritances including its unique music instruments, melodic patterns, scales, and harmony. However, the present pop-culture that has been greatly affected by the Westerns has gently and inevitably eroded the homegrown cultural music which essentially still needs to be conserved. World music can act as a medium in accomplishing this noble duty, while it can also make distinctive value proposition for music artists to advance sustained superiority in the market. But the main question remains, can these both traits be realized consecutively in pursuit of nobility of cultural preservation and superiority in the industry? This study aims to gain preliminary insights regarding this particular question which has been rarely discussed among previous scholars. Exploratory method will be used on this study in qualitative manner which produce two propositions at the end for further research agenda. Keywords— world music; cultural; preservation; indonesia

En route for Nobility and Superiority: Preserving Indigenous Cultural Inheritances and Sustaining Competitive World Music