<![CDATA[Purpose: This study aims to describe the distribution practices of Kunto Aji’s music video “Menjadi Indonesia” within a platform-based global media system, map the role of global platforms, and identify the forms of dependency local musicians have on platform infrastructure. Methodology: The study uses a qualitative descriptive approach grounded in media platformization theory. Data were collected through online observation of visibility and audience-interaction indicators on YouTube and Spotify, supported by a literature review on media platformization and the political economy of communication. The analysis is YouTube-centered, with Spotify used as a secondary point of comparison. Findings: The video gained more than 22 million views and 1,181 comments, with its visibility determined by data-driven algorithms rather than by the producer. Audiences play a dual role as consumers and data generators through watching, liking, commenting, and sharing. Kunto Aji is creatively autonomous in production but subordinate at the distribution and monetization stages. Implications: The findings show that digital platforms extend the reach of local music while creating structural dependency on platform infrastructure, algorithms, and monetization schemes. This offers insights for independent musicians, music industry actors, and policymakers in designing more sustainable distribution strategies. Originality: Unlike previous studies that focus on the symbolic meaning or ideology of music content, this study examines distribution as a political-economic practice, contributing empirical evidence on how independent Indonesian music circulates within global platform infrastructure.]]>
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