One of the key drivers of this phenomenon is the country's thriving music industry. Indonesian music, known as "musik Indonesia," has a rich and diverse history, with genres ranging from traditional gamelan to modern pop and rock. In recent years, Indonesian pop music, or "pop Indonesia," has gained immense popularity, with artists like Isyana Sarasvati, Afgan, and Raisa achieving widespread success.

Music serves as a primary emotional experience for Indonesians and is increasingly leveraged as a tool for "music tourism".