Southeast Asian Artists Challenge K-Pop Dominance in Region

Filipino Call Centre Worker’s Spotify Playlist Shifts Towards Local Music

A Filipino call centre worker, Jaycer Bajo, has noticed a significant change in his music preferences over the past few years. His Spotify playlist now predominantly features Pinoy Pop (P-pop) artists from the Philippines, such as ALAMAT and BGYO, as well as the girl group BINI. In April 2023, BINI became the first all-Filipino girl group to perform at the Coachella music festival.

Bajo’s shift towards local music is not unique, as Southeast Asia has seen a surge in popularity of homegrown acts on streaming platforms and radio charts. According to data compiled by Soundcharts, a French music analytics platform, the share of local artists in Spotify’s weekly top 10 rose from 39% to 97% in Indonesia, 31% to 81% in Thailand, and 0% to 5% in the Philippines between 2021 and the first half of 2026.

Thai film producer Cod Satrusayang has also observed a significant shift towards homegrown influences on the commercial side of the music scene. He attributes this change to K-pop’s success in reaching a global audience, which has inspired other Asian countries to forge their own identities. Satrusayang credits South Korea’s hit-making cultural juggernaut with showing that Asian music can be commercially lucrative.

The growth of Southeast Asia’s music industry is evident, with digital music revenue doubling from $93m to $180m in the Philippines between 2021 and 2025. While the region still lags behind its peers in South Korea, Japan, and China, it is rapidly growing. The success of K-pop has paved the way for other Asian countries to tap into the global market, with artists such as YOUNGOHM, MILLI, and Joey Phuwasit gaining traction on streaming platforms and radio charts.

Source: Al Jazeera