What sets local artists apart? In Indonesia, the answer lies in a profound sense of regional pride. Music isn’t just national; it’s deeply tied to the cultural identity of Indonesia’s distinct regions. In cities across the country, fans rally behind grassroots artists from their hometowns, cheering them on as they rise to hero status, especially when their talent is showcased on national platforms.

Our approach was clear: harness Spotify’s global reach to amplify Indonesia’s regional talent. By partnering with the country’s largest media network, we co-created “The Indonesian Next Big Star,” a talent search show designed to elevate local artists while giving a voice to Indonesia’s many regional identities. The campaign went beyond the screen—with interactive moments like scannable codes, exclusive digital content, and massive fan-driven DOOH (digital out-of-home) messages. This integrated campaign captivated the imaginations of Gen Z across the country, celebrating regional pride and creating an entertainment experience that resonated with audiences nationwide.

The result? A cultural phenomenon so successful that the show is returning for another season, continuing to empower Indonesian artists and fans alike.