And The Story Goes: The Continuous Rise of Pop & K-pop in Indonesia
Jakarta - Closing out 2023, Spotify launched its annual year-end treat to its consumers with “Spotify Wrapped” feature that lit the social media timelines worldwide. Predominantly enjoyed by Gen-Z and Millennials, “Spotify Wrapped” highlighted the runaway success of the K-pop single 'Seven' by soloist and BTS boyband member Jungkook, which topped the most listened-to charts last year at 1 billion times. At the same time, melancholic hits by local singers also garnered a lot of attention, such as ‘Sial’ by Mahalini, 'Rayuan Perempuan Gila' by Nadin Amizah, 'Penjaga Hati' by Nadhif Basalamah, and 'Somebody's Pleasure' by Aziz Hendra, each surpassed 100 million listeners. Interestingly, a report submitted by the Spotify Advertising Team showed that Gen Z mostly listen to 'heartbreak' songs, while the Millennials prefer songs that can evoke a positive mood.
Regarding this phenomenon, a study conducted by the IDN Research Institute has outlined the trends in Indonesia’s music habits. Researchers found that music has become part of the daily routine of the two young generations that dominate the Indonesian population today. The study involved a random sample from 10 cities, consisting of 560 Millennials and 602 Gen Z respondents. The result showed that 33% of Millennials and 38% of Gen Z frequently explored new music by relying on music recommendations from streaming platforms. The research also revealed that pop music genres dominate with 50% preference, followed by K-pop with almost 15%.
The analysis aligns with the findings of Dr. Harriman Samuel Saragih, Assistant Professor from the Department of Business Innovation, Monash University, Indonesia, in a study titled "Predicting song popularity based on Spotify's audio features: insights from the Indonesian streaming users", which mentions that audio features affect song preferences and popularity in Indonesia, demonstrated through data from Spotify streaming services.
"This study utilized data from Spotify streamers from Indonesia as a representative sample. By analyzing various audio features, including loudness, energy, danceability, and instrumentality, the study used machine learning methods to predict a song's popularity. The study found that streaming users in Indonesia generally prefer freshly released, happy, positive & danceable songs," explained Dr. Harriman Saragih. The findings, among others, shed light on why the song 'Seven' performed by BTS Jungkook easily won the hearts of young people.
Factors influencing popularity of a song in Indonesia
Musicians, music producers, labels, and marketers can rethink their priorities when releasing new songs, to increase the likelihood of producing a piece of popular music in Indonesia. According to the study, the following elements contribute to the success of a song include:
- The ideal release time to grab market attention
- Blend digital sounds with vocals for a winning combo.
- Avoid rap and full instrumentals, as non-resonant songs are less popular.
- Songs with positive vibes and mood upbeat.
- A unique collaboration of instrumentals with standout vocals.
- Find your authenticity and own musical style to stand out.
Personalized song recommendations from streaming services, driven by algorithms, have become a reliable way for Millennial and Gen Z listeners in Indonesia to discover new songs that suit their preferences. Dr. Harriman's study demonstrates the power of machine learning & data analytics in predicting market behaviors and opportunities. It is also a testament to the excellence of the Master of Business Innovation program at Monash University, Indonesia, with its leading-edge and relevant multidisciplinary and data-driven research.
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About Monash University, Indonesia
Officially operating in October 2021, Monash University, Indonesia is a manifestation of the commitment of Monash University and the Indonesian government to create knowledge that can contribute broadly to developing Indonesia's social, technological, and economic sectors.
Monash University, Indonesia offers Master's degree courses in Public Policy and Management, Business Innovation, Data Science, Cyber Security, Public Health, Urban Design, and Ph.D. in full, along with various executive and micro-credential programs aimed at specific sectors.
Monash University, Indonesia has learning facilities according to Monash University Australia standards. It is currently opening applications for new student admissions and scholarships for studies in October 2023, which are currently open for registration.
Monash also has a proud long-term relationship with Indonesia and is a foreign university with the highest number of Indonesian graduates compared to other foreign universities. The track record of good relations between Monash and Indonesia manifests collaboration between parties such as the Herb Feith Centre, Revitalising Informal Settlements and their Environments (RISE), the World Mosquito Program, and the Citarum Action Research Program (CARP).
With a presence on three continents, international partnerships, and study abroad programs worldwide, Monash is Australia's largest university, ranked in the top 50 universities worldwide. Monash has a dynamic network of research and teaching locations in Australia, Italy, Malaysia, China, and India.
Alliances with the University of Warwick (UK) stand alongside international collaborations with leading universities and employers worldwide, expanding the University's global network.
For more information please visit Monash University, Indonesia website, and information regarding academics at Monash University, Indonesia can be obtained through this link. Impact 2030, Monash University's Strategic Plan, can be accessed here.