Cloud Civilisations

Mastering the Digital: Sound and Speed on TikTok (ft. Rugun)


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This is the ‘Mastering the Digital’ series, where digital anthropologists and I deep dive into their diverse research topics.

In Episode 6, I spoke with Rugun Sirait about her project on the use of sound on TikTok. Rugun is a freelance researcher with an interest in various forms of media and modalities, including documentary films, sound, music, and social media. In her spare time, she also does tarot readings!

Rugun focuses on the Indonesian sound trend ‘’Jedag Jedug’. This is a sub-genre that features upbeat remixes and mashups that can be linked to older genres of Indonesian electronic dance music.

Some key takeaways:

  • In our current social media landscape where short-form content is king, speed is a significant driver in how trends emerge and evolve (shaping musical style, inter-platform circulation, and visual content).
  • How TikTok users create and interact with ‘Jedag Jedug’ sounds has uncovered people’s attitudes towards social class and taste, while also acting as a medium for sharing one’s struggles.
  • Because this trending sub-genre (as well as many TikTok sound trends) relies on remixes of existing songs, this brings up the question of what lies ahead for the future of music creation, distribution and ownership.
  • Connect with Rugun via: https://www.linkedin.com/in/a-rugun-sirait-5b7072175/

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    Cloud CivilisationsBy Yung Lo