Southeast Asia is no longer a passive consumer of global pop culture; it’s producing stars who are actively shaping the international music scene. From Jakarta to Manila to Bangkok, artists from this vibrant region are proving they have what it takes to thrive on the global stage.
Among the standout names are NIKI from Indonesia, SB19 from the Philippines, and MILLI from Thailand. With viral performances, chart-topping tracks, and fast-growing global fanbases, they represent the new face of Southeast Asian music making its mark around the world.
NIKI: Indonesia’s Voice for the World
NIKI, born Nicole Zefanya, began her musical journey by sharing original songs online before signing with the U.S.-based label 88rising. In 2022, she made history as the first Indonesian solo artist to perform at Coachella, a moment that resonated with fans across the globe and marked a milestone for Indonesia on the international music stage.
Also read: https://seasia.co/2024/12/15/from-indonesia-to-the-world-stage-niki-rocks-the-buzz-world-tour
Her cover of “You’ll Be in My Heart” reached the Spotify Global Top 30, a rare feat for any Southeast Asian artist. By the end of 2024, NIKI had amassed over 3.3 billion streams on the platform. Her third album, Buzz, has received praise from international music outlets and highlights her evolution as a singer-songwriter. Now on a world tour, NIKI is one of the most prominent Southeast Asian artists on today’s global stage.
SB19 (Philippines): Redefining Boybands with Filipino Identity
SB19 is a boy band from the Philippines that blends pop, hip-hop, and dance, performing in both Tagalog and English. While trained under a Korean-style talent system, they’ve developed a sound and image that are uniquely Filipino and proudly local. In 2024, SB19 was named Favorite Asian Act at the Nickelodeon Kids' Choice Awards, standing out among big names across Asia.
Their digital presence is huge—they’ve appeared several times on Billboard’s Social 50 and Hot Trending Songs, driven by their dedicated fanbase known as A’TIN. SB19 is proving that Southeast Asian acts can succeed internationally by staying true to their culture.
MILLI (Thailand): Rap with Boldness and Cultural Fire
Thai rapper MILLI made waves at Coachella 2022, becoming the first Thai solo artist to perform at the iconic festival. But it wasn’t just her music that got people talking—she went viral for eating mango sticky rice live on stage, a proud nod to her Thai roots that sparked global headlines.
Known for her fierce delivery and bilingual rhymes (Thai and English), MILLI addresses everything from youth culture to identity and social issues. Since her Coachella debut, she’s performed at multiple international festivals, expanding Thai music’s global reach like never before.
A Regional Rise
The global momentum of NIKI, SB19, and MILLI marks a cultural shift. With the help of streaming platforms, social media, and passionate communities, Southeast Asian artists are no longer just breaking through; they’re standing out.
And they’re doing it without losing their roots. By staying authentic and embracing their identities, they’re proving that global success doesn’t require abandoning where you come from; in fact, it might just be the key to rising even higher. This is just the beginning. As more artists from the region gain visibility and influence, Southeast Asia is poised to become a true powerhouse in the global music arena.
References:
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Billboard. NIKI Becomes First Indonesian Solo Artist to Perform at Coachella. Retrieved from https://www.billboard.com
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NME Asia. SB19 Wins Favorite Asian Act at Nickelodeon Kids’ Choice Awards. Retrieved from https://www.nme.com/en_asia
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Bandwagon Asia. MILLI: Thai Rapper Redefining Cultural Pride Through Hip-Hop. Retrieved from https://www.bandwagon.asia
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88rising. NIKI's ‘Buzz’ World Tour and Third Album Announced. Retrieved from https://www.88rising.com
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