INDONESIA TRENDS REPORT: VOLUME 1 2020

CULTURE
NEXT
INDONESIA
TRENDS
REPORT
INTRO
“I THINK OUR
GENERATION WILL
CREATE A VERY BY THE NUMBERS
DIFFERENT WORLD. WE
HAVE THE INITIATIVE AND Gen Zs and Millennials have a
WHO’S SHAPING OUR FUTURE? Philippines, Indonesia, Thailand, as well WE’RE BOLD ENOUGH TO unique relationship with social
as Taiwan — unpacking their evolving media and the digital world.
STAND FOR WHAT WE 61% believe online aesthetics
By the end of 2030, it is estimated that relationship with culture, brands, content,
Millennials will represent 40% of the technology, and their communities.
BELIEVE IN. TIMES HAVE have altered what their
global working-age population1. Gen Zs Through a mix of survey data, qualitative CHANGED, THE PEOPLE generation expects to see in
currently make up 26% of the world’s exercises, and interviews with artists, HAVE CHANGED, THE the real world2, 56% say there
population1. We’ve heard so much about creators, and influencers — and, of is too much visual stimulation
REST OF THE WORLD IS and think audio offers a
Millennials and their impact on every course, by analysing data from our
aspect of culture. But how has that very own Streaming Intelligence — we
CHANGING. IT’S ABOUT nice escape2.
changed as they’ve gotten older? And discovered five key emerging trends TIME TO KEEP UP.”
what about Gen Z? What makes them that resonate regionally among these -Najwa Hisham, Film Producer, Writer, and
tick? What inspires them? How do both generations. Yoga Teacher, Singapore As Gen Z and Millennials
groups connect to the world, each other, navigate global socio-
and themselves? Here at Spotify, culture What became clear through our research economic events as of late,
is part of our DNA, and we’re always is that Gen Zs and Millennials are in unafraid to show courage, as well as the 65% believe that brands should
tuned in. We recognize how complex the the midst of a major wake-up call. The vulnerability they believe comes with convey messaging of moral
world has become for all of us, especially excitement of the last decade’s rapid authenticity and real change. support that resonate with
young people. We also understand how technological growth has been replaced At the breakneck speed of social and consumers’ struggles2.
important these audiences are to brands. with a healthy dose of intellectual technological change, they are finding
curiosity, scepticism and cultural hyper- new ways to show up, join forces and
Partnering up with research agencies awareness. They are critically evaluating shape culture as we know it. We hope Gen Zs and Millennials see
Culture Co-Op and YouGov, we their relationship with digital media, this report can help your brand better music as intrinsic to culture:
commissioned our first Culture Next deftly navigating ubiquitous algorithms connect with these empowered, cross- 77% believe music allows
Trends report for Asia. The journey to connect and form micro-communities cultural, and socially aware audiences, people to connect with each
took us all around markets in Southeast across geographical barriers through and more crucially, show you how audio other and other cultures2.
Asia — speaking to 3,000 Gen Zs and digital platforms. This is a deeply socially- can power your marketing strategy
Millennials in Singapore, Malaysia, the conscious generation, and they are through the next normal.

1
Cushman & Wakefield, “Demographic Shifts: The world in 2030,” 7 January 2020
2
Spotify Trends Survey among 500 ID respondents 18-37, May 2020, YouGov

Unless otherwise indicated, quotes contained in this report have been provided to Spotify this year, 2020

—2
WHAT IT MEANS
FOR BRANDS -

“I WOULD DEFINITELY
SPEAK THROUGH CULTURE.
CALL MYSELF A
Cultural markers have shifted, and younger generations
are seeking their own tribes online2. With more than half GLOBAL CITIZEN, AS
having friends from another country online, and 69% SOMEONE WHO GREW
believing that their generation is driving what’s happening UP IN INDONESIA WHILE
in culture today2 brands who want to stay relevant have to BEING ON THE INTERNET
learn how to connect on new terms.
EVERY DAY I GOT THE
BE WITH THEM IN THE RIGHT MOMENTS. CHANCE TO LEARN SO
71% of the younger generations choose their music MUCH FROM SO MANY
based on how they feel2. Tap on audio for insights on the DIFFERENT COUNTRIES
moments that matter most to them.
AND CULTURES.”
WALK THE TALK.
- Rich Brian, Rapper, Indonesia
These two generations care about values such as social
responsibility, authenticity, and also expect the same from
brands2. 94% told us they expect brands to be part of the
debate, to promote more progressive values, and play a
more meaningful role in society2. There is a need to walk Photo by Definate Films (@definate)
the talk, or risk being called out.

SCAN THE SPOTIFY CODE TO TUNE IN TO WHAT

SOUTHEAST ASIA’S NEXT GENERATION IS LISTENING TO:

—3
BAND OF
FORMING MICRO-COMMUNITIES, GENERATING MACRO-IMPACT.
With its migratory nature, heightened
cultural and cross-cultural changes,
today’s world has become more diverse.
In response, the younger generations
are forming communities, subcultures,
and bonds that span the globe. Despite
differing backgrounds, 52% of Gen Zs
and Millennials are friends with someone
from a different country online2.
This generation of global natives are
establishing strong bonds over shared
experiences they relate to regardless of
geographical location and they believe
that music has a key role to play.
On Spotify alone, there are over 4,000
microgenres of music each with its
own unique following3. And one genre
that has particularly exploded and
transcended boundaries in the last six
years has to be K-Pop. In 2019 alone,
the number of K-Pop culture listeners
globally grew by 36%3. Starting in
South Korea back in the ’90s, K-Pop
has become a global phenomenon
4
Spotify First Party Data, Global, 2019
Spotify First Party Data, Global, June 2020
influencing not only music, but fashion,
food, beauty, and tourism as well. Today,
K-Pop is amongst the 10 most-streamed
genres worldwide on Spotify4, and the
No. 3 genre on Spotify in Indonesia4,
more popular than Indonesian Indie.
The genre’s success has stemmed from
the incorporation of a myriad of musical
styles — from hip-hop to jazz, rap,
classical, traditional Korean folk, reggae,
and even EDM. With 77% telling us that
music allows them to connect with each
other and other cultures2, K-Pop is not
just a celebration of diverse cultural
references, but also a product of global
natives discovering the world through
growing digital access. K-Pop has since
evolved over the years, drawing in even
more current global cultural references
to relate to its worldwide fandom —
many of whom have formed micro-
communities to rally behind their idols
in full force.
OTHERS —4
 Between January 2014 and January
2020, K-Pop’s share of listening on
Spotify increased by more than 1,800%6.
This has been largely driven by the
growing global fandom of bands like
BTS and BLACKPINK. As K-Pop fans
across cultures continue to break
language barriers, initiate cross-country
events, and drive movements all in the
name of their collective love for their
idols, it is important to understand their
mindsets and the values they care so
much about.
Music is a powerful medium for
solidarity not only for fans but for
artists as well. Many have written songs
that this generation of global natives
specifically relate and respond to.
“I would definitely call myself a global
citizen, as someone who grew up in
Indonesia while being on the internet
every day I got the chance to learn
so much from so many different
countries and cultures,” says Rich Brian,
Rapper, Indonesia.
From local to global stages, Rich Brian
is one of Asia’s biggest music exports
and has blazed into the forefront of
a movement that’s diversifying and
transforming hip-hop culture. With more
than 3.5 million followers on Instagram7
and over 1.35 billion streams on Spotify
alone8, Brian is a child of the internet
— commanding strong listenership
amongst Gen Zs and Millennials globally,
and across Southeast Asia. Identifying
both with his Indonesian identity, as well
as a highly westernised influence, Brian
raps about themes of Asian identity and
his personal journey out of his comfort
zone, using music and stories to share
his heritage and challenge stereotypes
— resonating in a highly relatable way
with young global natives all over
the world.
“...everybody has that power to create
communities, all you have to do is start
with what’s right in front of you, your
friends, and start building the right
relationships with the right people to the
point where you can communicate with
them with no ego,” says Brian.
Local singer-songwriter, Hindia,
also believes that global natives are
changing the way individuals connect
and communicate. “A few decades
ago, we would describe a ‘global
citizen’ as someone who constantly
travels the world and is physically, and
geographically, connected with others.
The internet has changed all this. It has
changed the way artists create and
the way audiences find and personally
curate music,” says Hindia.

K-POP
Language and location are no longer
barriers to music discovery. “Artists
nowadays have the chance to give
context to each of their own work,
making way for songs to become
common grounds for listeners from
different cultural backgrounds and

• More than half-billion monthly streams of K-Pop music on Spotify come

from Southeast Asia4.
5
Spotify First Party Data, Global, August 2020
• K-Pop boyband, BTS, blew up the charts with their latest single Dynamite, 6
Spotify, “From BTS to BLACKPINK, the Power of K-Pop Has No Bounds,” 24 February 2020
claiming the #1 spot on Spotify’s Global Top 50 Charts5 — making them the 7
Instagram, “RICH BRIAN (@brianimanuel),” 2020
8
Spotify First Party Data, Global, Sep 2020
first K-Pop artist to top this chart. Dynamite hit over 12.6 million streams on
Spotify on the day of its launch5 — the biggest first-day globally on Spotify
in 2020 so far.
—5
 Spotify in Thailand alone10. More notably,
the band’s soundtrack also saw success KEY STATISTICS

outside of Thailand; with a 12,944%

THE GLOBAL NATIVES
spike in streams on Spotify in Indonesia11.

“EVEN THOUGH MOST More diverse than any other generation,

OF MY SONGS ARE Gen Z and Millennials are tapping
More than half (52%) are
WRITTEN AND SUNG IN into social media to find their sense of
friends with someone
belonging in a plurality of differences
INDONESIAN, I BELIEVE and cultures. Fakhri Nuraziz, 23,
from a different country
THAT THROUGH GOOD a communications professional is
online2, and 56% of the
Gen Zs find identity in
EXTENSIONS SUCH AS familiar with social media’s power of
their choice of friends,
VISUAL PRESENTATION connecting, and the influence it has on
clubs and organisations2
individuals. “The internet has created a
AND GIVING CONTEXT new definition of “loneliness”, she says.
TO EACH WORK, “While we may be sitting by ourselves, 69% believe their
MY WORKS COULD we have our friends, families, and generation is driving
CONNECT WITH even strangers at the tip of our fingers. what’s happening in
roots. I personally think that this type Online communities, forums, and social culture today2
PEOPLE THAT I CAN’T of content (i.e. explaining the meaning networks have made it so we’re never
PHYSICALLY REACH, AND behind a song’s lyric, BTS videos of actually alone. It gives me a platform to
77% believe music
TO BECOME COMMON song/music video production) has the connect with like-minded individuals,
allows people to connect
GROUNDS FOR OTHERS. biggest impact in creating bridges who I can exchange ideas with.”
with each other and
between cultural and language gaps,
AT THE END OF THE DAY, and gives more opportunities for Through the celebration of the same
other cultures27
AS HUMANS, WE MORE audiences to understand and see an micro-cultures, fringe fashions, and
OR LESS EXPERIENCE artist in a different/new light,” social causes, these groups are forging 61% believe that brands
THE SAME RITES OF says Hindia. bonds on and beyond social media to have the power to create
incite change and push the boundaries communities based on
PASSAGE IN LIFE, ONLY The phrase “music knows no bounds’’ of belonging. This is a generation of common interest
WITH DIFFERENT FORMS could not be more true with Thai duo, the new “global native” — one that and passion2
AND LANGUAGES.” Scrubb9. The duo’s OSTs (Original breaks away from rules and barriers, in
Soundtracks) for a popular TV series turn creating a cross-cultural narrative
- Hindia, Singer-songwriter, Indonesia struck a chord with fans of the show9 that emphasises representation and
— seeing a 430% spike in streams on collaboration across cultures.

9
Bandwagon Asia, ““There are no boundaries in music”: Thai band Scrubb on inspiring 2gether: The Series,
crossing borders, and connecting with Ben&Ben,” 14 May 2020
10
Spotify First Party Data, Thailand, February - May 2020
11
Spotify First Party Data, Indonesia, February - May 2020

—6
 WHAT IT MEANS FOR BRANDS:
SUPER-SERVE YOUR
MICRO-COMMUNITIES
CONNECT WITH THEM THROUGH
GENRE-BASED TARGETING. Young people
have become international mix-masters
and there’s no better evidence of this
than the phenomenon of fast-spreading
global subgenres like K-Pop, which
has become an expression of fans’
identities. As the world’s most popular
audio streaming service, our deep
understanding of musical enclaves isn’t
limited by geography — marketers have
an opportunity to connect with Gen Zs
and Millennials through genre-based
targeting on Spotify in real-time. By
matching audio creative to the listening
experience, brands can create ad
experiences that really resonate with
their audience. Take a cue from Snickers’
award-winning campaign with Spotify12,
Utilizing an audience truth that when
people get hungry, they act differently,
Snickers grouped streamers by three
distinct genres — grime, pop, and rock
— then cleverly tailored the message to
12
Spotify, “Snickers Found the Right Moment to Reach Hungry Listeners on Spotify,” May 2018
13
Spotify, “Audio Connects Us All in Spotify’s Newest Campaign, ‘Listening Together’,” 7 May 2020
14
D&AD, “Bucket Bangers,” 2020
surprise and delight when they started
listening to genres of music they don’t
normally listen to, delivering a wake-up
call to get them back on track.
CREATE DATA-FUELED EXPERIENCES
THAT MATTER. By utilizing our Spotify
Web API, we can help brands create
a compelling and interactive visual
experience that leverages our insights
to help fans discover more about
themselves. Here’s a prescient example
– the human need for connection is
more important now, than ever before.
And at Spotify, we understand that
the love for discovering new global
music unites us all. Did you know,
every moment, more than 30,000
people around the world press play
on the same song on Spotify13? To
celebrate this growing culture and
insight, Spotify recently introduced the
Listening Together campaign during the
pandemic, where listeners could find
a visualization of listening connections
across the globe in real-time, bringing
us closer together in a time when many
of us are feeling apart. Suffice to say,
listening connects us, especially when
we’re apart in this new normal.
CONSIDER EMERGING CULTURAL
TRENDS ESPECIALLY ON AUDIO, and
align your brand to super-serve micro-
communities. KFC tapped into the
power of audio to connect with hip-hop
fans. After realising that the KFC brand
had been commonly referenced in hip-
hop lyrics, KFC created an integrated
campaign starting with a brand-curated
Spotify playlist of what they called
Bucket Bangers, which included 46
hip-hop tracks where KFC had been
mentioned, generating billions of
impressions on social and mainstream
media14. The campaign recently won a
D&AD Wood Pencil14.
WANT TO LEARN MORE ABOUT OUR
PRODUCTS AND SOLUTIONS? HEAD
WTO SEA.SPOTIFYFORBRANDS.COM
—7
SUBLIMINAL
ONLINE SUBCONSCIOUSNESS DRIVING REAL-WORLD DECISIONS.
It’s not news that our real-world desires
are often rooted in our digital lives: apps
tell us where to eat, influencers tell us
what to buy, and social media dictates
our visual aesthetic. From Pantone
colours that influence photographic
moments to multiple photos of dalgona
coffee that you just have to try at least
once — we are subconsciously attracted
to things in the real world based on our
online content consumption.
61% of Gen Zs and Millennials believe
that online aesthetics have altered
what their generation expects to see
in the real world37. But underlying the
way we see, experience, and discover
the world, is an invisible force that
we’re just beginning to understand. The
subliminal intertwining of the aesthetics,
ATTRACTION
sounds, images and voices that fill our
digital feeds is creating a collective
unconscious that helps guide how we
discover the physical world, driving our
attraction to people, places, and things
often unknowingly.
Take the explosion of streetwear
into mainstream fashion. Massively
61%
influenced by hip-hop as well as art
and fashion, streetwear has evolved
to reflect the political and cultural
beliefs of different musical periods. The
influence of K-Pop also brought Korea’s
eclectic mix of streetwear and finely
tailored garments into the consciousness
of global fashion trends much like how
OF GEN Z AND
the genesis of American hip-hop has MILLENNIALS FIND
influenced streetwear in the past. THAT ONLINE
AESTHETICS THEY
ENCOUNTER ON DIGITAL
MEDIA ALTER WHAT
THEIR GENERATION
EXPECTS TO SEE IN
THE REAL WORLD2
—8
Where real influence stems from is conveys tranquillity through emotional
hard to pinpoint when digital is as and sonic intimacy, eliciting comfort and KEY STATISTICS
pervasive as the real world. Singaporean calmness15 — providing a spotlight on
electronic music singer-songwriter and the ASMR audio subculture with Gen Zs.
producer Jasmine Sokko, 24, says she 69% agree that social media
has a “30/70 love-hate relationship with It is no surprise that the sound of has created an underlying
digital media”. As she put it: “Some days tearing crispy chicken or the sound of “digital consciousness”2
I’m just amazed by how well my personal chewing makes us hungry, especially in
algorithm knows my taste, and continues Indonesia where food is a big part of the
feeding me with new content that I nation’s culture. In Indonesia, the notion 61% believe online aesthetics
absolutely love. On other days, I wonder of “ASMR” is often associated with have altered what their
if I’m plateauing with my taste and my “Mukbang”, a trend from South Korea generation expects to see in the
personal growth, especially when I find where people broadcast themselves real world2
myself gravitating towards content that eating food. Video platform searches
“...I AM A HUGE FAN
reaffirms our stance and re-reading the for “ASMR” and “Mukbang” have both 51% of Gen Zs are drawn to
same 50 opinions before realising they seen a surge in 2019, at 3.9x and 2.6x OF ALGORITHMS people, places and things in the
are just paraphrased differently.” The respectively16. This has given rise to a AND SEE IT AS A real world that resemble the
visor-wearing pop star may admit to new generation of content creators like NEW FORM OF aesthetics of their
being more influenced by digital media “Qei ASMR”, who has over 1.16 million
PERSONALIZED NEAT social media2
than she thinks, but Jasmine doesn’t subscribers to her dedicated ASMR
discount the benefits of digital media in video channel17. CATEGORISATION...
terms of the diversity of information it WHILE THERE IS THE
brings, and the opportunity to connect. Whether discovery is online or offline, DANGER OF MISSING
overt or subliminal, one cannot deny that
OUT ON NEW STUFF
Beyond the visual realm, sound is the thrill that comes from personalised
also shifting the way we discover and discovery will continue to keep us IF I SOLELY DEPEND
experience things. A recent audio tapping, and more often than not, ON MACHINES, THE
subculture gaining popularity in this drive us to explore more. ONUS FALLS ON ME
aspect is ASMR (Autonomous Sensory
TO ACTIVELY HUNT
Meridian Response). On a monthly basis,
we see 43 million ASMR-related global FOR NEW THINGS
streams on Spotify4. One artist leading AND FEED IT BACK
the wave of its popularization is Billie INTO THE ALGORITHM
Eilish. Her use of ASMR techniques
TO RECOMMEND
SIMILAR ONES.”
15
Pitchfork, “How Billie Eilish Became an ASMR Icon,” 16 April 2019 - Jasmine Sokko, Singer-songwriter, Singapore
16
Think With Google, “2019 Year in Search Indonesia,” 2019 Photo by Zantz Han
17
YouTube, “Qei ASMR - YouTube,” 2020

—9
 WHAT IT MEANS FOR BRANDS:
OPEN YOUR BRAND
TO DISCOVERY
TAP INTO DISCOVERY MOMENTS.
We know people turn to Spotify for
personalised discovery, to find new
music and audio content they love.
Brands can exclusively sponsor playlists
on Spotify that offer an ever-evolving
soundtrack for different contexts and
moments. Because streamers are so
open to discovery in these moments,
it’s a welcome opportunity for brands
to connect. Popular Indonesia playlists
like Lagi Viral, Puncak Klasemen and
Semangat Pagi offer a prime opportunity
— giving brands the benefit of the
halo effect that comes with new
music discovery.
CREATE SOMETHING UNIQUE YET
FAMILIAR, using emerging sounds like
ASMR in storytelling, or with help from
a voice that fans trust and follow —
a personality who is truly a positive
influence on your audience’s lives. For
instance, Emperador Distillers, Inc in the
Philippines created a campaign paying
18
Emperador, Ating Tagumpay Campaign, PH, 2018
19
Spotify, “Samsung Raises the Volume on Their New Speakers,” 2018
tribute to strong Filipino values of hard
work and success. Anchored on an
anthemic song written for the campaign,
Emperador enlisted Filipino actor,
director, and film producer Coco Martin
to champion the tune. Maximizing
impact with a launch on Spotify, and
capitalising on Coco’s celebrity status,
media and consumer interest piqued,
with the campaign seeing between
click-through rates of up to 7% and 12%
on Overlays and Video Takeover ad units
respectively, on Spotify18.
PROVIDE THEM SOMETHING USEFUL
OR REWARD THEM for their time. This
audience respects brands who are
transparent with their messaging. For
example, use Spotify’s Sponsored uninterrupted music. They then followed WANT TO LEARN MORE ABOUT OUR
Sessions to gift listeners 30 minutes through with a related Homepage PRODUCTS AND SOLUTIONS? HEAD
of ad-free listening in exchange for Takeover and a Spotify playlist that they TO SEA.SPOTIFYFORBRANDS.COM
watching your video message. Samsung referenced in the ads. Samsung saw a
took this approach when advertising 164% lift in ad recall on the platform19,
their Bluetooth speakers, pairing a slick and a 17% lift in people who wished to
video with a subsequent stream of buy Bluetooth speakers for their phone20.
— 10
POLYFLY
67%
INSPIRING SOCIO-POLITICAL CHANGE THROUGH POP-CULTURE.

In today’s pop culture, politics, activism Openly queer Malaysian singer-

and discourse around social issues are
unavoidable. Driven by the proliferation
of digital media access, 41% of
Southeast Asia’s Gen Zs and Millennials
agree that politics has never been as
influential in pop culture as it is today20.
Politics and social activism has found its
place in music, food, fashion, everyday
conversations, where these generations
are pushing for changes they believe
in. The intersection of these worlds are
not new, but how this generation is
responding to it is what we need to take
a closer look at.
Guided by equal parts purpose
and urgency, these generations are
chiseling away at social barriers, calling
for a diversity of voices and better
representation across a full spectrum
of issues. 67% say they have to be less
complacent, and stand up for what they
believe in2 , and they’re not just talking
about it — they are taking action.
songwriter, AlexTBH, is making waves
globally with his minimalist R&B and
dreamy pop tunes. At 22, Alex has OF GEN ZS AND
toured with US singer Khalid and UK
band Clean Bandit, his single, Stoop
MILLENNIALS SAY SAY
So Low, has been streamed 21 Million THEY HAVE TO BE LESS
times on Spotify8 , and he has now COMPLACENT, AND
raked up more than 440,000 monthly STAND UP FOR WHAT
listeners on Spotify8.
THEY BELIEVE IN2
Alex sees his music as a source of
comfort, but also as a political tool
to stand up for what he believes in.
He believes he needs to speak up on “TODAY’S GENERATION
behalf of softer voices such as the
LGBTQ community in Malaysia. “The IS DRIVEN TO MAKE
LGBTQ community has always been SOCIETAL AND POLITICAL
the community I stand up for since the CHANGES TO ADDRESS
inception of my musical persona,” he MANY INEQUALITY
says. “Our collective goal is to liberate
the community, but there’s a long way ISSUES, WHETHER IT
to go,” added Alex. AFFECTS THEM OR NOT...
SOCIETIES ARE MORE
CONSCIOUS THAN EVER.”
- AlexTBH, Singer-songwriter, Malaysia

20
Spotify Trends Survey among 3,000 respondents, 18-37 (SG, MY ,ID, TH, TW - May 2020), 15-37 (PH - Feb 2019)

— 11
In addition to placard-wielding and
marching in street protests, this
generation is also finding new ways to
use digital tools to impact society —
whether it’s through music, fashion,
technology, or entertainment.
At Spotify, we believe music is a mirror,
and that it offers an instant and honest
reflection of moments and mindsets,
especially as events unfold around
the globe on a daily basis. The recent
incarnation of the “Black Lives Matter”
civil rights movement, for example,
saw Gen Zs and Millennials taking to
social media to stand against prejudice
in solidarity globally, and also looking
at matters in their own backyard here
in Southeast Asia. How did this reflect
on Spotify? In 2018, American rapper
Childish Gambino released This Is
America to shine light on violence,
racism, and gun crime in the US. Two
years later, in the midst of the BLM
movement, the song experienced a
3,164% spike in streams on Spotify
in a single month of June, right here
in Indonesia21.
Not that this is a marketing opportunity,
but with 56% across Southeast Asia
telling us they’re constantly stressed
about the state of the world21, it is
crucial to understand their state of
21
Spotify First Party Data, Indonesia, May-June 2020
22
Assembly, “For Indonesia’s all-girl heavy metal band, music is the ‘voice of resistance’,” 4 December 2019
23
The Guardian, “The schoolgirl thrash metal band smashing stereotypes in Indonesia,” 9 June 2017
24
Instagram, “VoB (Voice of Baceprot) (@voiceofbaceprot),” 2020
mind, and equally, how your brand will
be perceived in terms of the values you
represent to Gen Zs and Millennials.
In Indonesia, local artists have started
to use their platforms to address
prevalent cultural issues in their
community. Voice of Baceprot, an
Indonesian all-girl heavy metal band,
talks about challenging the status
quo regarding stereotypes against
teenage girls and their religion within
a conservative Muslim community22.
Kurnia, the band’s vocalist and guitarist,
sees metal as just a genre of music. She
believes that whilst the metal genre
has often been viewed negatively, it
doesn’t have to be23. With songs like media plays in furthering causes. “... “SOCIAL MEDIA
School Revolution or The Enemy of the through social media, we have been GETS ITS OWN FAIR
Earth is You, Voice of Baceprot shared able to find an audience of millions that
that they want to use their music to resonated with that message. I find SHARE OF DESERVED
drive cultural and educational change23, this to be the most efficient and CRITICISM. IT HAS
and have attracted 42,000 followers effective way to get my points heard,” RUINED CERTAIN
on Instagram24. The young vocalist and says Nuseir. ELEMENTS OF OUR
guitarist believes they are the part of a
young generation that will play a vital The younger generation isn’t just SOCIETY. BUT IT HAS
role in the progress of civilization, to speaking out about politics, but ALSO UPLIFTED OTHER
change systems and ways of thinking23. they’re also increasingly speaking up ELEMENTS. NOW, ANY
about personal issues tied to societal ACTIVIST, CREATOR,
The internet’s famous 1-minute video expectations. As a public relations
guy, Nuseir Yassin, more commonly practitioner, Meilynda Inka Putri OR ARTIST CAN SPEAK
recognised as NAS Daily, has been is consistently tuned in to what’s UP TO THE ISSUES
pushing for change through his videos, happening. “They are not just news THAT MATTER
“Today’s generation is driven on making societal and political
and recognises the importance digital articles, they are peoples’ stories that TO THEM.”
changes to address many inequality issues, whether it affects
them or not. Societies are more conscious than ever.”
- AlexTBH, 22, Queer, Malaysian Singer-songwriter
- Nuseir Yassin, Content Producer, Singapore
— 12
we’re seeing. It’s impossible not to Indonesia has seen an increase in
acknowledge their experience, and digital-based social justice mobilisation. KEY STATISTICS
even more difficult to not take action,” The local youth environmental
she says. “While social media does activists have been rallying global
amplify current issues, it also brings support through campaigns such as
94% of Gen Zs and Millennials
them much closer to us.” “Bye Bye Plastic Bags” by Melati and
say they expect brands to be
Isabel Wijsen25, two sisters from Bali,
part of the debate, to promote
Brands that are purpose-driven and advocating against single-use plastic
more progressive values and
action-oriented are perceived as in their home island26. They circled an
play a more meaningful role
more relevant and authentic, better online petition which garnered 6,000
in society2
connecting with young consumers. support signatures, giving way to an
57% like it when brands, through their annual island cleanup day26. Thousands
products and marketing, tell the world of volunteers participated in a day of Gen Zs and Millennials want to
exactly where they stand and the collecting trash across 115 sites on the see brands conveying values of
causes they support2, and 94% believe island26. What started as a petition, authenticity, open-mindedness
that brands need to promote more turned into a global movement with and environment protection2
progressive values and play a more more than three dozen Bye Bye Plastic and 65% see the embracing
meaningful role in society2. Bags chapters around the world67. In of these values as essential to
a powerful way, Melati believes that building brand love2
Today’s Gen Zs and Millennials aren’t whilst kids may yet only be a quarter
satisfied with just confining their of the world’s population, that they
67% see the embracing of these
communities to the digital realm. certainly are 100% of the future27.
values as essential to bringing
With their deep bonds anchored in
more value to their lives2
social purpose and change, they are These burgeoning generations are
taking their pursuits offline and creating hungry for change.
mission-driven initiatives around 57% like when brands tell the
their locales. world exactly where they stand
and the causes they support
through their products
and marketing2

42% say they own at least one

piece of fashion that supports,
or advertises a cause
they care about2
25
The New York Times, “After Fighting Plastic in ‘Paradise Lost,’ Sisters Take On Climate Change” 3 July 2020
26
Global Shakers, “Melati & Isabel Wijsen: The Sisters who Got Plastic Bags Banned in Bali” 19 July 2019

— 13
 WHAT IT MEANS FOR BRANDS:
AMPLIFY YOUR VALUES
AND TAKE ACTION.
ALIGN YOUR SOCIAL STAND WITH
YOUR AUDIENCE. With 75% telling us
they would like to see brands convey
authenticity in their messaging2,
organizations must first align themselves
with values that matter to their brands,
as well as these younger generations.
To mark World Refugee Day in June this
year, Spotify partnered with the United
Nations on a special project for the UN
Refugees Agency to showcase stories
of refugees and highlight the music
that gave them strength. More than 20
top playlists across Italy and Germany
were featured in a custom takeover
of Spotify’s landing page, featuring
top artists wearing our custom-made
UNHCR shirt. As part of a multi-format
and integrated campaign, display ads
and audio spots voiced by the refugees
themselves were targeted to listeners
of the genres that aligned with each
refugee’s playlist. The audio ads drove
users to a custom digital experience
where they could discover the stories of
27
UNHCR, Everyone Can Make a Difference #WithRefugees, Jun 2020, (IT, DE)
28
Dove Philippines, My Hair My Say Campaign, 2020
29
Spotify, “Spotify Supports Underrepresented Podcasters With ‘Sound Up” 1 June 2020
Abdullahi, Alidad, Mervat, and Radwa,
whilst users listened to the music that
gave them the strength27 to rebuild
their lives and dreams. With the goal of
creating mass awareness, more than 50
artists and podcast creators in Italy and
Germany stood in solidarity by sharing
the initiative on their channels.
BE THEIR ALLY. There is no doubt that
the younger generations value brands
that seek to understand their values,
and more importantly, brands that are
able to extend their allyship to them to
bring about change. Dove for example,
with their belief that beauty should be
a source of confidence and not anxiety,
pushing women to ignore judgement
and break beauty standards in the
Philippines. In partnership with Filipino
singer and rapper KZ Tandingan, known
to rock various outrageous hairstyles,
Dove released a single My Hair, My
Say on Spotify, to engender discourse
on overcoming fear of judgement and
stereotypes28. Through an integrated
digital campaign and maximizing their
single’s launch through New Music
Fridays on Spotify, Dove encouraged
women to freely express themselves and
make their statement on social media,
especially in times of uncertainty
at home.
MAKE SOCIAL ACTION YOUR PLAN.
Don’t just take a stand – do something
that telegraphs your values while helping their product. Spotify’s Sound Up
to make a difference. Whilst brand-led program, now in its third year, has now
social activations can be challenging, grown to cover not just the United
they need to be impactful yet States, but the UK, Ireland, Germany,
sustainable, especially in empowering Australia, Sweden and Brazil as well.
young, politically active voices through With more than 20,000 applications
innovative programs and sponsorships. submitted over the last three years29,
For example, Spotify launched our the program has evolved into a virtual
first Sound Up Bootcamp specifically course and in-person training for those
for women of colour in June 2018. selected, providing them with access to
Ten hand-selected attendees learned technology to develop their ideas and
about the art of podcast creation from make their voices heard.
experts in the field, from initial ideation
to editing, producing, and marketing
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— 14
ALL THE FEELS
PROCESSING EMOTIONS THROUGH AUDIO.
These younger generations are not only
vocal about politics, but they are more
open about their feelings in general.
With 48% agree that there is a feeling
of melancholy permeating culture
today2. Gen Zs and Millennials not only
realise that it’s okay not to be okay, but
are proactively taking steps to improve
their mental wellness, finding support
and comfort in shared reflection.
82% of the Indonesian millennial
generation says that mental health
needs are equally as important as basic
needs of water, food and shelter30.
Work-related stress is a key trigger
on the region’s mental health. In Asia,
91% reported feeling stressed31 and
80% cited having an “always-on”
work culture32. Half of Millennials
and 75% of Gen Zs have left a job
due to mental health reasons and the
world is recognising this32 — with the
World Health Organization (WHO)
classifying burnout as an occupational
30
Reliefweb, “73 percent of millennials in 15 countries say mental health is as important as water, food, shelter,”
7 October 2019
31
The Straits Times, “Singapore spends $3.1 billion on stress-related illnesses annually: Study,” 21 November 2019
32
Forbes, “Younger Workers Take Mental Health Seriously—And Employers Should, Too,” 10 March 2020
33
Spotify First Party Data (SG, MY, PH, ID, TH), Q1 2019 vs. Q1 2020
34
Spotify First Party Data, Indonesia, Q1 2019 vs. Q1 2020
phenomenon exacerbated by
technology and 24/7 connectivity33.
During this year’s COVID-19 pandemic,
we observed a 60% year-on-year
increase on the total streams regionally
on Spotify playlists curated for the
Sleep, Calm, Sad and Emo moods34,
and a 69% increase in users listening
to Sad and Emo playlists on Spotify34.
Listeners are opting to turn to music to
cope with their emotions.
Gen Zs and Millennials are seeking
solace in music. Among Southeast
Asia audiences on average, more are
turning to music (60%) to cope with
feeling down or stress87, than to friends
or family (54%) to cope with the same21.
With an extent of emotional reliance
on music, Korean-American singer
song-writer, Eric Nam, believes that the
media and entertainment industry plays
a pivotal role in bringing mental health
to the forefront of social awareness.
“A big factor in people being able and
willing to discuss mental health is the
continued exposure and representation
of characters and people with mental
health conditions and issues in TV, film
and their stories in music,” says Eric.
Social sharing of songs and moody
visuals is just another way of expressing
the low troughs that may be too
verbose for the picture-perfect lives
on social media. 53% told us that their
“I FORESEE THE NEXT
DECADE OF MENTAL
HEALTH MOVING
TOWARDS AN AGE
WHERE PEOPLE SEEK
OUT MORE RESOURCES
TO LISTEN TO, TO
PRACTICE AND ENGAGE
WITH, TO SHARE
STORIES WITH.”
- Eric Nam, Korean-American Singer
— 15
generation finds camaraderie in sharing
deep feelings, including sadness or
loneliness2. These younger generations
are proactively addressing their mental
health and breaking down the barrier
for others to do the same.
One such artist breaking down barriers
to connect and help Gen Zs and
Millennials through music is Thailand’s
neo-soul indie-pop heartthrob Phum
Viphurit. While he has listeners around
the world enraptured by his smooth
songs, the 24-year-old emphasizes
the importance of the messages in his
music to speak out about mental health
and help others cope.
Viphurit has been upfront about his
anxiety, and portrayed his perspective
on it quite literally in his song, Hello,
Anxiety, in hopes of helping others
going through the same. “To me,
writing and being able to speak about
struggling to manage my pressures
was like therapy, to share and
connect with people going through
a similar experience,” says Viphurit.
Millennials have been called “the
therapy generation” in their efforts
to de-stigmatize therapy to change
perceptions — letting their generation
know that it is okay not to be okay, and
to seek help.
What feels like a cultural awakening
that embraces feelings is sweeping
through the world, and it’s evident that “I FEEL LIKE PEOPLE, NOT
the younger generation are leaning in JUST ARTISTS ARE MORE
and speaking out to seek solidarity. OPEN TO SPEAKING
58% told us that their generation
deeply covets being able to lean on one
UP AND LISTENING TO
another2, which makes sense when they EACH OTHER’S MENTAL
share that they find strength in sharing HEALTH ISSUES. IT’S
how they feel even if it’s not always A SIGN OF THE TIMES
okay. There’s a profound validation in
this open vulnerability that enables Gen
THAT WE ARE MORE
Zs and Millennials to face their own EMPATHIC AND AWARE
realities without hiding or feeling alone. THAT THESE THINGS
THAT OCCUR IN OUR
Closer to home, Indonesian artists like
Yura Yunita are attributing the openness
MIND ARE AFFECTING
to speaking about mental health issues THE WAY WE GO ABOUT
to the power of social media. “With OUR DAILY LIVES.”
the power of social media, when we
hear someone speaking up about their - Phum Viphurit, Singer-songwriter, Thailand
mental health journey, we can relate
to their story, and that makes us feel
like we’re not alone. That we are in this
together. When we start sharing about
what we feel, having an open dialogue
about mental health, it could help heal
someone,” says Yura.
Sharing Yura’s perspective on how
social media is becoming the platform
where people turn for help with mental
health and wellness, Nadhifa Allya
Tsana, Writer and Podcast Creator at
— 16
Rintik Sedu says, “Many people feel like
they have no friends to share stories or KEY STATISTICS
to ask for advice. And from right there,
“WE NOW HAVE
the desire to share problems through THE LIBERTY TO BE
social media is the easiest step to do.”35 MORE OPEN ABOUT
66% turn to music to
MENTAL HEALTH, help cope with feeling
With brands deciding to take a stand
on mental health issues, it is important
AND A STRONGER down or stress93
to be sensitive to how mental health BELIEF THAT
matters are communicated to the MENTAL DISORDERS 56% often find
younger generation. What the younger ARE NOTHING TO BE themselves wanting to
generation is looking for is a show
of support. 65% believe that brands
ASHAMED OF.” stay in, or sleep in, rather
than go out94
should convey messaging of moral - Yura Yunita, Singer-songwriter, Indonesia
support and show they understand
consumers’ struggles2. Whilst brands 53% say their generation
need not feel pressured to offer finds camaraderie in
solutions if they are not ready, showing sharing deep feelings,
up meaningfully is clearly more including feelings of
important to the younger generation. sadness or loneliness95

Music and social media are powerful

tools in helping Gen Zs and
Millennials cope with feeling down.
The relationship between fans and
artists provides a form of support
and an avenue for these audiences to
express themselves freely. While this
movement is a cultural wake-up call on
the importance of mental wellness, it
is also a reassuring sign that they are
not just feeling and acknowledging —
but listening, sharing, and empathising
when it counts.

35
Rintik Sedu, “Rintik Sedu.”

— 17
 WHAT IT MEANS FOR BRANDS:
FLEX TO THEIR
STATE OF MIND.
DIAL UP THE EMOTION with your
audience, especially when it feels
relevant to the subject matter. With the
current pandemic, the New York Public
Library (in partnership with creative
agency, Mother New York) wanted to
create an auditory love letter to New
Yorkers36. In a time when locals miss the
streets and the great outdoors whilst
in quarantine, Missing Sounds of New
York is an album that brings the city’s
cacophony of sounds to life in just a few
clicks. From cars honking, to aggressive
bike messengers whizzing by, and self-
absorbed conversations to the rush of
subway cars, the album on Spotify is an
immersive experience that recreates the
everyday soundtrack New Yorkers miss,
helping them stay in touch with the sonic
pulse and nostalgia of the iconic city.
FOCUS ON THE POSITIVE, finding
moments to uplift this audience. Music
is a great place to start, as up to 66%
turn to music to cope with feeling
down or stress2. We’ve found this to
be true on our own platform, as our
36
The New York Times, “It’s Showtime! Press Play to Hear the N.Y.C. That Used to Be,” 7 May 2020
37
Marketing Interactive, “Burger King SG dishes out cheesy Spotify playlist to entice 18 to 25 year olds,” 27 May 2020
38
Health Promotion Board, Institutes of Higher Learning Sleep, Singapore, 2020
audience turns to Spotify to amplify
their moments. With 65% telling us
they feel more centred and generally
happier when they are listening to their
favourite music on a daily basis2, it’s no
surprise, Burger King’s ‘cheesy’ playlist
campaign was such a hit with their halo
audience of Gen Zs. For the first time, to
bring awareness to its BBQ Cheesy Trio
burger launch in Singapore, Burger King
curated a playlist on Spotify titled BK
BBQ Cheesy Trio Medley that featured a
series of love songs37 — from Millennial
hit Slow Dancing In A Burning Room
to newer favourites like Say You Won’t
Let Go, the fast food chain wanted to
generate fun and nostalgia, encouraging
consumers to “melt to the music” and
increasing consideration for the fast
food brand.
SHOW SENSITIVITY IN TIMING
AND MESSAGING. With more listeners
turning to audio for mental wellness,
and specifically, staying in more and
focusing on getting a good night’s sleep,
brands can tap into this moment with
relevant messaging in a number of ways.
This could mean sharing your message
over the sound of a long wave rolling
to shore, thunder rumbling through a
forest, or the calming musical chirping
of crickets. It could also mean creating
a digital experience that analyses your
audience’s volume levels, beats per
minute (BPM) rates, and nighttime hours
to provide insights on how to optimize
for better sleep with Spotify. The Health
Promotion Board (HPB) in Singapore
studied the sleeping habits of youths
in Institutes of Higher Learning, and
found that many had very poor sleeping
habits38. Given a strong core youth
audience on Spotify, HPB embarked on
a campaign with Spotify to shed light
on the issue, and naturally sync with
their music to help them sleep. We also
created a branded profile for HPB with
songs that approximate to our heart
rates when we sleep (no higher than 80
BPM), inducing sleep and easing youths
into dreamland.
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— 18
SURROUND SOUND
THE RISE OF ‘SCREENLESS’ MOMENTS.
After a decade dominated by the
evolution of visual media, we’re
entering a new golden age of audio. As
Indonesians spend about 7 hours and
59 minutes online daily39, the screen
fatigue is real – with 56% of Gen Zs
and Millennials in Indonesia telling us
that there is too much visual stimulation
today, and that audio is a nice escape
from it2. Why is this important?
Because audio content doesn’t just go
everywhere that video does, it also goes
everywhere else.
On device ownership, our custom
research reveals that 80% of people
within these two age groups own
headphones in Indonesia2. More
interestingly, of the 33% who own
a smart speaker2, 83% use voice-
activation on their Home Assistants
to search for something online105.
Furthermore, with shipments of smart
personal audio devices in Asia Pacific
experiencing more than 60% increase
year-on-year according to Canalys
estimates in Q1 202040, and Indonesian
listeners streaming an average of 2+
hours daily on Spotify across multiple
39
We Are Social, “Digital 2020 Indonesia,” 2020
40
Canalys, “APAC smart personal audio device shipments Q1 2020,” 15 July 202
41
Spotify First Party Data, Philippines, June 2020
devices41, there is no doubt the
consumption of audio will
continue to grow with the rise in
screenless moments, as well as
a new welcoming of creativity and
innovation in streaming audio.
Through playlists, podcasts, connected
cars, gaming consoles, smart speakers,
and more, it is clear that sound envelops
our everyday. From the distinctive
bustle of a busy office to music that
sets the mood in a restaurant, sound
has always surrounded us, but have we
thought about how powerful it is in our
daily lives? In fact, on average, 51% of
Indonesian Gen Zs and Millennials feel
that audio has shifted from something
they tune into, to something that
completely surrounds their everyday
life2. This is largely due to the flexibility
of streaming audio, which allows people
to match the vibe of, or even shape, key
moments throughout their day with a
personalised soundtrack of their lives –
whether it’s chilling, working, studying,
commuting or running.
— 19
Spotify is there to soundtrack many
screenless moments — essentially, the
moments in which visual media can’t
reach people. For instance between
everyday moments like working,
studying or working out2, 64% of Gen
Zs and Millennials say they use audio
differently depending on where they
are, what they’re doing, and who
they’re with2. “Audio is just for me to
just spend time with myself and with
my own thoughts,” says Najwa. As they
listen to mellow tunes whilst cooking,
background music while working from
home, or beats to keep them pumping
at the gym, audio accompanies them
through key moments throughout
their day.
One thing that has been on
every marketer’s mind recently is
understanding how social distancing has
impacted Gen Z and Millennial lifestyles,
and the different moments in which
these audiences now interact with media
and technology. Overall, as people
around Southeast Asia and the world
have increasingly moved inside over the
last few months, we’ve seen music and
podcast listening change in a variety of
ways. For starters, with fewer people
streaming from their cars or public
42
Spotify First Party Data, June 2019 - June 2020, (SG, MY, PH, ID TH)
43
“How At-Home Activities Are Inspiring New Playlists,” 27 May 2020
transport during their daily commutes,
and an increase in working and studying
from home, more people are streaming
across devices like computer desktops,
TVs, smart speakers and gaming
consoles. As sheltering in place took
hold, we saw midday consumption rise
and weekday use of home connected
devices on par with weekend use.
We’ve seen an increase in Indonesians
streaming audio while relaxing at home,
but also while they work and study. In
fact, 60% say audio makes them more
productive2, as they can multitask
whilst listening to it. We also saw a
149% increase from 2019 to 2020 in the
number of users listening to study or
focus playlists on Spotify in Indonesia2.
Overall, with more listeners trying to find
pockets of calm, focus and productivity,
there’s been a 220% increase in
streaming of music on Spotify in the
background across Southeast Asia in the
last year42.
And as listeners adjust to their new
lifestyles, we’re seeing new moments
pop up on Spotify too. For example, with
more than 940,000 cleaning playlists
on Spotify globally43, listeners are
taking this year’s spring cleaning to a
whole new level. At-home hobbies have
also been a huge source of inspiration
— for instance, listeners have been
going bananas for banana bread, with
2,750 Spotify playlists dedicated to the
quarantine favourite43. Worldwide on
Spotify, gardening playlists have grown
430%43, and we saw a 1,400% increase
in working-from-home themed playlists
within the first 10 days of March43. Safe
to say, audio has played an essential part
in the lives of many this year, showing
people don’t just listen to Spotify, they
live it. KEY STATISTICS
Gaming is another popular moment for UNIQUE MUSIC
listening, especially right now. Even STREAMING MOMENTS2
as gamers explore new worlds, fight
crime or spy on super villains, music
MILLENNIALS
on Spotify is there to accompany these
younger generations in the zone. When Relaxing at home 72%
gamers stream music on Spotify, their Working 40%
gaming time goes up by 75%44. The
Going to sleep 39%
number of Southeast Asia’s PC online
and mobile gamers are expected to While gaming 36%
reach 476 million by 202345, and they Cooking 30%
are predicted to generate US$8.3billion
for the industry in the region alone45. GEN Z
With gaming console streams up 41%
Relaxing at home 77%
year-on-year worldwide on Spotify44,
and 42% of Indonesian Gen Zs currently Going to sleep 48%
streaming music while they’re gaming2, Studying 43%
it is an interesting intersection of how Hanging out with
friends or family 37%
While gaming 39%
% of people streaming music in a specific
moment throughout their day
— 20
listening habits are changing with the
next generation’s lifestyle choices, as
well as the current behavioural shifts
due to the pandemic. For instance, a
hot quarantine virtual escape for many,
Animal Crossing-themed playlists on
Spotify grew by 1,000% between April
and May this year45. As the gaming
industry grows at a breakneck pace,
there’s enormous potential for brands to
reach this leaned-in, attentive audience.
Looking ahead, screenless moments will
become more precious — as Gen Zs
and Millennials are not just streaming
music, but exploring audio formats such
as podcasts too. 55% say new audio
formats are one of the greatest ways
to tell stories and they think it has the
power to enhance people’s lives2. A firm
believer in this is the internet’s famous
1-minute video guy, Nuseir Yassin, more
commonly recognised as Nas Daily. “It’s
hard to deep dive into topics in less than
three minutes,” he says. “I want to go
very deep into the topics that matter.
Going into podcasting makes perfect
sense for the Nas Daily journey.”47
He now continues discussing topics
from interracial dating to mosquitos, to
political movements, on an even deeper
level on his 45-minute podcast, Nas
Talks, on Spotify.
44
Spotify Internal Data, Global, 2019
45
Venture Beat, “Taking gaming in Southeast Asia to new heights,” 23 April 2020
46
Spotify, “How At-Home Activities Are Inspiring New Playlists,” 27 May 2020
47
Spotify, “Nuseir Yassin of ‘Nas Daily’ Announces New Spotify Original Podcast ‘Nas Talks’,” 7 July 2020
Rizky Ardi a.k.a. Mizter Popo,
Entrepreneur & Podcaster, echoes
Nuseir’s view on how podcasts are “MANY OF
becoming more and more relevant to THE YOUNGER
the younger generation than ever. “Many GENERATION
of the younger generation currently like
audio content because they do a lot of CURRENTLY LIKE
multitasking. Listening to audio content AUDIO CONTENT
does not require much commitment BECAUSE THEY DO A
from their eyes,” the Indonesian LOT OF MULTITASKING
podcaster shares.
— THEY CAN STILL
With 56% listening to podcasts at LISTEN TO THE
least once a week in Indonesia2, there CONTENT THEY LIKE
is already a groundswell. Following WHILE DOING WORK
strategic global investments into the
podcast marketplace, Spotify has ON THE DEVICES
brought on some of the most respected THEY’RE USING.”
content creators in the world with the
likes of The Ringer, Joe Rogan, DC - Rizky Ardi, Podcaster, Indonesia
Comics as well as Michelle Obama.
Consequently, as demand for audio
content grows along with an expanding
creator base who understands their
audiences deeply, there will be endless
ways to tell stories that serve to
entertain, educate, challenge, inspire,
or to bring us together and break down
cultural barriers here in Southeast Asia.
Above all, as audio becomes even more
immersive and influential, Surround
Sound is about tuning in to the sound
that’s all around us, and exploring
how what we hear is shaping how we
navigate — and reimagine — the world.
— 21
 WHAT IT MEANS FOR BRANDS:
CRAFT YOUR BRAND’S
SURROUND SOUND
BE HEARD IN THE MOMENT.
We’re constantly learning about how
people listen in real-time through
our Streaming Intelligence — first
party, contextual data that reflects
listeners’ mindsets, moments, habits,
and tastes. Armed with the insight that
Gen Z males want to be attractive but
often show off or ‘overdo’ it, Unilever
Philippines wanted to share the message
that ‘staying chill’ in high-stakes
moments can actually accentuate their
attractiveness instead. For the launch of
Axe Ice Chill body spray, they created
a campaign targeting 18- to 35-year-
old men from the Philippines, with
ads tailored for specific playlists on
Spotify48. From dating to working out
and party moments, Axe highlighted
situations where male listeners needed
to stay chill and delivered their message
in moments that mattered, in places
they were already at. Needless to say,
the campaign results were anything
but chill. The product became the third
biggest variant based on month-on-
month shares according to Nielsen, with
48
Axe, Axe Ice Chill Campaign, PH, 2019
49
Mashable India, “Spotify Now Has An ‘At Home Hub’ With Curated Music To Suit Your Chores,” 3 April 2020
Spontaneous Ad Recall up 365%48, and a
96% uplift in consideration48.
BE A HELPFUL COMPANION.
Streaming serves a purpose beyond
keeping a beat. Music and podcasts
can be empowering during workouts,
energize and fuel the creative spirit
when cooking, or even entertain and
spark conversations during social
gatherings. As audio is a companion in
these unique moments, a well-timed,
relevant message can be a welcome
distraction, pique imagination and
curiosity, or better yet, be educational
and helpful to the listener in real-time
as they can put valuable information
into practice immediately. Spotify
observed the recent shifts in consumer
behaviours, and launched the “At-
Home Hub”49 — offering up curated
playlists and podcasts for more popular
at-home activities, inspiring listeners
as they create new moments and
embrace unique experiences. From
cooking and cleaning to wellness and
gaming, listeners focused on newfound
domesticity can now find all of their tuning into their smart speakers more than
options in one place, as they opt for ever before50. Today, after hearing a NARS
tunes to entertain their friends ad on Spotify, UK-based users with a smart
and family, as well as podcasts speaker can say ‘Send Me A Sample’, and
for self-improvement. request a blush, lipstick or mascara sample
to be delivered to their home, delighting
MAKE AUDIO YOUR STRATEGY. consumers with a screenless advertising
As attention spans get shorter, brands solution. In a time when retail footfall
want to engage customers and adapt has decreased, the sampling campaign
to new and different touchpoints – and aims to convert passive listeners of audio
ears are a good place to start. Just as it who express an interest in the product to
would be unthinkable for visual elements potential longer-term customers.
of a brand to consist only of a logo, it
is imperative to think of branding as a
holistic identity that must now consist
of audio elements as well. Whether it’s
the roaring sound signature of a car’s
engine that gets one beaming, the iconic
pop and fizz of a soda can that tantalises
one’s taste buds, or the ritualized start-
up sound of a computer that signals the
beginning of productivity – sound has
become inevitably central to the brand
and product experience. In a bid to
experiment during the pandemic, luxury
make-up brand NARS teamed up with WANT TO LEARN MORE ABOUT OUR
Spotify to reach consumers who are PRODUCTS AND SOLUTIONS? HEAD
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— 22
WHAT’S NEXT?
The cultural forces that affect the lives of Gen Zs and Millennials are intensely
powerful whether it’s meme-responses to discourse on social media or embracing
music that resonates with their values — the ways in which these digitally native,
highly engaged, and emotionally in-touch individuals are responding is, in turn,
shaping culture. They embrace their own influence and their inherent power and
march toward change, soundtracking every step and finding allies at every turn.

As we plan for a world of screenless moments, optimizing for listening attention

across devices — bear in mind, context is key, especially in this one-to-one space
that is digital audio. Empathetic brands who understand where this generation is
coming from and where they’re headed in terms of moods, moments, and mindsets
— as laid out in the trends we’ve uncovered — will be better equipped to connect in
an authentic way with their desired audiences.

Ubiquity is one of our core strengths as an audio platform. The reality is that we
exist in all places — these younger generations can find us in moments they care
about, which actually makes it compelling for brands. We can target by divides,
so we know if people are in the car, or listening at home on a speaker, or with a
specific type of phone, and that’s really powerful knowledge. Couple this with our
understanding of their context and moments… that’s Streaming Intelligence.
Our creative teams can help you think about what contextual messaging you want
in that place for your brand to resonate.
+ METHODOLOGY
With brands investing more in digital audio and sonic branding, consumers listening
to more audio content than ever before, we’re truly in the new golden age of audio
For this project, Spotify conducted a combination of qualitative, quantitative,
and culture. Come talk to us, we’re happy to help you define your audio footprint. and first-party data analysis – looking at 2,500 Gen Z (18-24) and Millennials
Remember… ear-time is limitless. (25-37) in SG, MY, ID, TH, TW, as well as 500 Gen Z (15-24) and Millennials
(25-37) in PH. We partnered with Culture Co-op in PH, and YouGov in SG,
MY, ID, PH and TW respectively, to conduct the surveys. We also conducted
interviews amongst creators, trendsetters and influencers regionally across
Southeast Asia. We then analysed Spotify’s unique streaming intelligence and
first-party data to support both macro and micro trends in audio, as well as in
broader culture.

Unless otherwise indicated, quotes contained in this report have been provided to Spotify this year, 2020 — 23