Upon entering the Indonesian market last year, the company predicted that pop, indie and EDM would be popular, however, dangdut came as a surprise.

“We actually saw a lot of dangdut music being played on Spotify,” said the company’s managing director for Asia Sunita Kaur during the press conference of Spotify Indonesia's first anniversary.

According to the data, the majority of Spotify Indonesia subscribers are between the ages of 18 to 34. The subscribers played over 3.9 billion songs within one year.

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In addition to dangdut's popularity, the company also found that coffee is important among local music enthusiasts.

“We saw great playlists around coffee and acoustic music,” said Kaur, which led them to launch the Kopikustik playlist. 

Moreover, the music listeners were also enthusiastic about chill music, which made Generasi Galau (Confused Generation) and Mager Parah (Seriously Lazy) popular playlists.

Launched last year in Indonesia, Spotify continuously tried to learn the local market. To support local music, Spotify has recently launched Early Noise 2017, involving local artists namely Bakhes, Gloria Jessica, Maruli Tampubolon, Rendy Pandugo, Soundwave and Vira Talisa.

“[Early Noise 2017] is Southeast Asia's cross-border playlist,” said Kaur. (asw)