The Phenomenon of Diverse Popularity Paths in Indonesia Over Time

1970s Era: Entertainment Stage and Live Music. In this era, popularity heavily relied on live performances and print media coverage. Singers like Koes Plus, Benyamin Sueb, and Titiek Puspa built their names through concerts, touring music stages, and live broadcasts on TVRI. Not only music, but comedians like Warkop DKI also became known through live performances and radio recordings.Magazines and newspapers played a crucial role in shaping public opinion about artists. There were no social media yet, so reputations were built through word of mouth and live appearances in front of the public. Popularity in this era depended on perseverance, producer networks, and physical presence on the entertainment stage.

1980s Era: The Glory of Radio and Voice Stars. In this era, radio became the primary medium of entertainment. Radio announcers like Ebet Kadarusman and Arie Subiakto became public idols even though their faces were not widely recognized. Songs from Broery Marantika, Hetty Koes Endang, to Iwan Fals reached millions of listeners through the airwaves.Voice character, speaking style, and music selection became determinants of popularity. People recognized singers or announcers not by visuals, but by their voices and the content of their messages. A community of fanatic listeners formed organically from the habit of listening together with family. Radio became the primary choice for musicians to showcase their works, as access to television stations was still very limited. Similarly, actors and actresses became popular through radio drama series like Tutur Tinular, which was very popular in its time.

1990s Era: Teen Magazines and National Soap Operas. In this era, private television began to grow and develop rapidly. With the rise of private television and teen magazines, new celebrities emerged from the visual world. Magazines like Aneka Yess!, GADIS, and Kawanku opened opportunities for teenagers to appear as cover boys/girls, then ventured into acting and modeling.Soap operas like Si Doel Anak Sekolahan, Tersanjung, and Keluarga Cemara created young stars like Desy Ratnasari, Paramitha Rusady, and Primus Yustisio. Popularity at that time was shaped by visual appeal, acting ability, and mass media exposure. This era also marked the beginning of the infotainment industry, where the personal lives of artists became public consumption.

2000s Era: Talent Searches and Television. The 2000s were the golden era of national television. Programs like Indonesian Idol, AFI, KDI, and D’Academy opened new pathways to fame: open competitions broadcasted nationwide.Artists like Delon, Judika, Lesti Kejora, and Mawar AFI emerged from these programs. Viewers became part of the process of selecting stars, creating an emotional bond with the contestants.In addition, infotainment programs like Insert and Kabar-Kabari made artists more well-known through the spotlight on their personal lives. TV became the center of celebrity and popular culture consumption.

2010s Era: Social Media and Content Creators. The internet changed everything. Platforms like YouTube, Instagram, and Twitter allow anyone to become a "star" without having to appear on TV. Raditya Dika, who initially started as a blogger and book author, transformed into a YouTuber with millions of followers. Then names like Ria Ricis, Atta Halilintar, and many others emerged, successfully building their popularity through digital media.The path to fame became more democratic and independent. No auditions are needed, just consistent creative content that can reach an audience. Even endorsements and income can be obtained directly from social media. In this era, one does not have to appear on television to become a popular star. With just a YouTube channel and social media, they can embrace millions of fans from around the world.

The 2020s Era: TikTok, Virality, and Internet Artists. Platforms like TikTok and Instagram Reels accelerate the process of someone going viral. Although they both come from social media, popularity can now be achieved overnight. There's no longer a need for deep technical skills; just a unique, funny, or emotionally touching moment for netizens.A striking example is: Fajar Sadboy, who became famous solely from a heartbreak confessional video. Alif Cepmek, who caught attention due to his distinctive appearance and speaking style. Then there's Bunda Corla, who went viral because of her straightforward lifestyle and live actions from Germany. Popularity in this era is very fast, but it can also fade quickly. A viral moment can be a stepping stone or just a flashback in internet trends. Some have successfully endured and ventured into acting with praise. However, many are only popular for a night, and then the next day they are forgotten, like Bunda Dor Dor, who recently went viral but whose name has now vanished.

Post-Pandemic: Cross-Media Collaboration and Relevance That Continues to Be Tested. The COVID-19 pandemic accelerated the shift in media consumption to digital. Many older artists have entered TikTok and YouTube to maintain their existence. On the other hand, new content creators are beginning to appear on TV and in films.Example: Mawar AFI is once again recognized through TikTok. Then Sinta Keong Racun has become popular again on social media, both Instagram and TikTok, with old content as well as new productions that have made her name known again. Sinta has even decided to move back to Indonesia and become a full-time content creator.The main challenge today for all content creators is to maintain relevance and build a strong and flexible personal brand across various channels. If they cannot survive, they will easily be forgotten by netizens who always demand rapid changes over time.