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All Journal Journal of Aesthetics, Creativity and Art Management
Gideon Bima Maharesi
Institut Seni Indonesia Denpasar
Arts

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"Wonderland Indonesia" Music Video: The Commodification of Indonesian Regional Songs in New Media Gideon Bima Maharesi; Ni Made Ruastiti; Ni Wayan Ardini; I Ketut Garwa
Journal of Aesthetics, Creativity and Art Management Vol. 5 No. 2 (2026): Journal of Aesthetics, Creativity and Art Management
Publisher : Institut Seni Indonesia Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59997/pjjcdr39

Abstract

This study aims to reveal the commodification process of Indonesian regional songs in the “Wonderland Indonesia” music video, as well as its implications for artistic aesthetics, ethnic music practitioners, and the public. The research employs an interdisciplinary approach utilizing qualitative methods and quantitative sentiment analysis of 30,000 YouTube comments. Data were collected through observation, in-depth interviews with the creator and creative team, cultural experts, musicians, and the public (via Focus Group Discussions), as well as a literature review. The analysis draws upon ethnomusicology theory, commodification theory, and the hierarchy of needs theory. The results indicate that the music video serves as a visual and musical narrative, packaging nine regional songs and one national song into an EDM-infused medley. Commodification occurs across three technology-driven production stages—pre-production, production, and post-production—with distribution executed via YouTube. Sentiment analysis reveals a 71.9% positive response. The commodification has implications for postmodern artistic aesthetics, the socioeconomic status of ethnic music practitioners, and the general public. The study proposes a packaging model for ethnic cultural music videos termed “New Media Folk Song.”
Co-Authors Garwa, I Ketut Ni Made Ruastiti Ni Wayan Ardini, Ni Wayan