Southeast Asia's homegrown pop music surges in popularity

TOKYO -- The share of homegrown tunes is growing in Southeast Asia's music market, fueled by advancements in digitization that have reduced production and distribution costs.

The rise of middle-income consumers with greater purchasing power, along with the widespread use of social media platforms showcasing local music, has further accelerated this trend.

In Indonesia, once a stronghold of U.S. music, the share of homegrown tunes in on-demand streaming increased to 35% last year, up 12 percentage points from three years ago, while the share of U.S. tracks dropped 5 points to 26%, according to a study based on data from U.S.-based analytics company Luminate. The share of K-pop also declined, from 12% to 8% over the same period. Similar trends are being seen in Thailand.

The analysis was conducted in collaboration with Hanshin Contents Link, the master licensee of the Billboard brand in Japan.

In Indonesia, singer-songwriter Bernadya Ribka Jayakusuma, known simply as Bernadya, scored major hits last year, including a ballad about heartbreak and other songs that resonated with young audiences. "I felt a strong connection to her lyrics," said one Indonesian fan.

The use of the local language has undoubtedly enhanced the appeal of her music. In fact, local songs appear to have gained popularity among bands performing in nightlife districts.

The same trend is evident in Thailand, where "T-pop" groups like 4EVE and Proxie, who sing and dance like South Korea's K-pop idols, perform live concerts across the country. "I feel a sense of closeness to them," said a woman at a free concert held in a commercial complex.

Many Thai artists actively share scenes from their daily lives on social media. Some actors like Jeff Satur and "PP" Krit Amnuaydechkorn perform as singers and have dedicated fan followings.

The popularity of a single song rapidly spreads to other countries. An analysis of hit songs in Thailand and Indonesia found that they are often streamed in other Asian nations, as well as in emerging countries worldwide such as in Central and South America, though less frequently in the U.S. and Europe.

Thai and Indonesian songs have been well received in neighboring countries where people speak similar languages and watch the same TV programs. Several theme songs sung by actors in Thai dramas have become major hits in countries like Cambodia, Laos, Myanmar and Vietnam, along with the dramas themselves. Migrant workers have also played a key role in spreading these cultural influences.

Japan is no stranger to this phenomenon. In the 1980s, Japanese singer Mayumi Itsuwa's "Kokoro no Tomo" (friend of the heart) became a major hit in Indonesia, a country known for its friendly ties with Japan.

More recently, JKT48, a Jakarta-based offshoot of Japan's popular idol group AKB48, has gained popularity by adopting lyrics that connect with young people. "Thorough localization of content is the key to success," said Ryo Kenjo, head of JKT48.

Japanese music holds potential for further growth in Southeast Asia. In terms of on-demand streaming, Japanese songs make up around 2% of the market in Indonesia and Thailand, compared to less than 1% in the U.S. and the U.K.

"Since people often use social media to pass the time, relaxed live streaming can be highly effective," said Sriwijaya Saputra Ali, an expert in content management in Indonesia.

The Asian music market as a whole has significant potential. Consultancy PwC forecasts that the market will grow by about 20% over the five years through 2028, reaching $20.8 billion.

As the economy continues to expand in the region, increased consumption is expected to fuel demand for music. Indonesia's per-capita gross national income (GNI) increased 5.5 times over the 20 years through 2023, reaching $4,810, while Thailand saw a 3.3-fold rise to $7,200. Per-capita GNI in both countries has surpassed $4,516, placing them at the level of upper-middle-income economies as defined by the World Bank.

The era of the pop music boom in Southeast Asia has only just begun.