ByteDance targets Indonesia Gen Z and Millennials with music streaming app

ByteDance has launched its own music streaming app called Resso in Indonesia. This comes following Resso’s launch into the India market earlier in March.

Speaking to Marketing Interactive, Tricia Dizon, country manager Resso Indonesia said the company has an aggressive plan for the Indonesia market. According to Dizon, Resso looks to reach young music enthusiasts who are looking for a fresh streaming experience, and encourage these youth to express and connect with like-minded individuals.  Dizon said that Indonesia was chosen by ByteDance for its largest proportion of Millennials (33.75%), followed by generation Z (29.23%), according to a Deloitte’s report. She explained that with a large and growing youth population, Indonesia's music scene is also as dynamic as it comes. 

Targeting the Gen Z and Millennials is at the core of Resso’s offering. Aimed at encouraging everyday music listeners to express themselves on a global stage, Dizon said that Gen Zers and Millennials have unique traits. These include the passion and love in expressing themselves, not afraid to speak their minds, or share how they are feeling, as well as their creative mindset.

“They have access to more tools now to create their own personal content. And often, they don’t limit themselves to just one media. And one distinct feature is that they are social,” she added. According to Dizon, particularly for Gen Z, it has been said that they are born social.

“There is hardly a distinction between their online and offline lives; transitions are seamless. Friendships are made, built and sometimes even broken online. Digital is a normal part of their social lives as well,” she said. Hence, Resso will include sociable product features such as “lyric quotes”, “comment”, and “vibes” to enable users to connect with the larger community. Through lyric quotes, users can share their favourite lyrics along with visuals, while through the comment feature, users with similar tastes will be able to to connect and engage with each other. Meanwhile, through the “vibes” feature, Resso aims to allow music lovers to convey their feelings about a track through a visual narrative.

“So, when you marry the love for music with habits of Gen Z and Millennials, you get Resso. With these features, we want to empower users to express, connect and interact with music and artists with an unparalleled social streaming experience,” Dizon explained. ByteDance also owns popular video-sharing platform TikTok, and Indonesian news aggregator BaBe, among others. 

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