Since the term was coined in 2010 by cybersecurity expert Jennifer Allen, videos intended to elicit such a response have become popular, especially on YouTube. Producers of such content, often called ASMRtists, offer various types of audio, encompassing a wide range of everyday sounds and interactions.

Indonesia has seen a significant rise in viewers of, and demand for, ASMR content. The most viewed Indonesian ASMR roleplay video on YouTube gained more than 776,000 views in the first few days after its release.

EnvioASMR, Suara Bang Sendi (Sendi's Voice) and Tasya Anondha are three rising Indonesian ASMR channels with thousands of views. Tasya keeps her channel child-friendly, Sendi posts adult content and Envio offers 18+ ASMR videos.

Envio Yonathan, who uses a stage name, has just 400 subscribers on YouTube, but one of his top videos has had 14,000 views.

"The idea [for my first ASMR video] came from a film about call center workers. From there, I started trying to make ASMR boyfriend [role-playing] stories, but on YouTube," said the 20-year-old office worker as he recalled how he started his channel in June.

"I started my channel from nothing, just for fun. I tried to make content using a headset, and I uploaded it. After I left it for three days, voilà! Suddenly [my videos] had garnered more than 1,500 views."

In his performances, Envio acts as a boyfriend to his listeners. He helps put them to sleep by apologizing to them or even breaking up with them.

Sendi Ardiman, who also uses a stage name, is another ASMRtist who often posts romance-related videos. His content is more about the dynamics of mature relationships. He has role-played as a husband accompanying his pregnant wife and as a cheating husband being confronted by his wife.

He acknowledges the bad rap ASMR has been getting, as the most popular ASMR videos are usually sexual in nature, and is trying to steer clear from that.

Soothing minds: Indonesian ASMR videos have become more popular during the pandemic. (Courtesy of Unsplash/Will Francis) (Unsplash/Courtesy of Unsplash/Will Francis)

"My interest in making such content is to change the way people think. ASMR roleplay is not [a negative thing]. We can attract large audiences without having to do it in a way that might be considered harmful, especially for young people."

Sendi started his accounts two months ago, and he has about 1,000 subscribers. His most popular video has more than 94,000 views.

Tasya Anondha, on the other hand, explores the more everyday side of role-playing. The 23-year-old college student posts ASMR mukbang (videos where creators eat massive quantities of food, making loud chewing and slurping sounds), among other types of videos.

Her content typically involves more mundane situations. For example, she has role-played as the listener's barber, rather than their girlfriend. Her YouTube channel, which she started in 2018, now has more than 10,000 subscribers.

Read also: Indonesian YouTubers make it big by doing nothing

"I initially decided to make ASMR content after YouTuber Guava Juice made a video reacting to Darling's ASMR channel, and I felt comfortable watching the video. After that, I had fun looking for the Indonesian version. At the time, I only found one video in Indonesian, and the channel already looked like it was inactive."

"After watching ASMR, I feel more relaxed, and it really helps me sleep when I have insomnia. Not only that, I think that ASMR content is such interesting content, and it helps many people feel the same way that I do. I also like ASMR, so I finally decided to make an Indonesian version."

Crafting the plot

Role-playing requires a scenario, and ASMRtists must develop a number of them.

"Creating ASMR content is a challenge in itself. We must play the role of other people, especially if what we are talking is about other people, whether from research, stories from friends or by observing the conditions that occur in the surrounding environment," said Sendi. "So, the inspiration that I get is a natural result of various aspects of real life, as well as fantasy."

Envio said he got his inspiration from short films, feature films, animated films and even paintings. "Usually, I've already written some of the plot and dialogue in preparation. But most of the time, I let it flow, so it doesn't sound too stiff."

Tasya is often inspired by global ASMRtists and creates her own versions of the content.

"Suppose I make a role-play beauty clinic, then I have to prepare the tools that are commonly used in beauty clinics and make a printed image of the name of the clinic. [...] The next step is to set up equipment related to video recording, such as cameras and lighting. I start recording only after [those things are ready]."

Acceptance: Tasya Anondha hopes more Indonesians stop seeing ASMR role-playing as something strange. (Courtesy of Tasya Anondha) (Personal collection/Courtesy of Tasya Anondha)

Tasya and Sendi said they felt completely comfortable while role-playing, but Envio said he had moments of awkwardness. "I have felt uncomfortable with the content I make. At times, [producing this kind of content] has made me remember my ex, and I stop to take a break. I continue making [videos] the next day."

"There was also one video where a girl's voice was talking, even though I was making it in my own room and there was no one at home at all,” Envio added. “It made me uncomfortable, and I ended up sleeping."

Offering company

"Most of my followers are aged 18 to 24, although some are aged 25 to 32. Usually, they are people from the Greater Jakarta area. Some have stalked me a few times, and also, on average, they are anonymous and give no details on their accounts," said Envio about his listener's backgrounds.

"I choose to role-play because I think everyone has an imagination, both visual and auditory. [...] I happen to like listening and chatting, so I make this kind of content. I make ASMR boyfriend [videos] because many girls feel lonely as COVID-19 has confined them to their homes."

Envio believes his anonymity helps spur his listeners' imagination. "If I tell you who I am, the sense of art from the ASMR boyfriend videos that I make can be lost, and that's why I don't want to reveal my true identity."

Nindya Ayu, a 24-year-old office worker who lives in Yogyakarta, listens for the company. "I listen to ASMR boyfriend audio because, when I feel lonely, these anonymous people give me comfort and relaxation. Specifically, it's so hard to find a significant other during this pandemic, so I rely on their voices instead."

Meanwhile, Tasya, who has mostly male listeners, believes that her videos provide relaxation. "What they are looking for from ASMR is peace, especially those who have difficulty sleeping or often experience insomnia. They say that my videos help them sleep."

"I'm lonely – that's one reason," said Ivan Fauzan, a 20-year-old college student who often listens to videos such as Tasya's. "The second reason is that I just need some relaxation to get to sleep."

When asked about her hopes for Indonesia's ASMR community, Tasya said, "I hope Indonesian people will get used to non-mukbang ASMR content, just like overseas. And [I hope] Indonesians won’t get weirded out anymore by this kind of content."

ohmg