The Development of Dangdut Koplo in Indonesia, Happy Asmara as the Singer of Shopee Maszeh

Despite the many music genres in Indonesia, it turns out that many people still prefer dangdut as their favorite music. Dangdut koplo itself has been widely spread in Indonesia since ancient times until now. Not only young people, but also children and adults enjoy listening to dangdut music.

Since the mid-1950s, dangdut koplo music has undergone significant development in Indonesia. Over time, this genre began to receive greater attention and became one of the most popular music genres in Indonesia.

In the 1960s, dangdut music began to emerge as a unique genre with a combination of Indian and Malay musical elements with distinctive dangdut rhythms. At that time, dangdut was still in its acoustic form and did not know complex arrangements. However, its cheerful melody and strong rhythm made it loved by many people.

Dangdut music began to undergo rapid transformation and development in the 1970s. Dangdut music arrangements continued to develop with the use of modern instruments such as keyboards, electric guitars, and drums. Dangdut singers began to emerge with their unique style and charisma, such as Rhoma Irama who became an icon of dangdut music at that time.

In the 1980s, dangdut koplo music began to emerge. Dangdut koplo is a more energetic and fast-paced version of dangdut, often accompanied by electronic instruments such as keyboards and electronic drums. Dangdut koplo has a strong appeal among rural and urban communities because its rhythm is considered to be able to boost spirits.

Then in the 1990s, dangdut koplo music began to dominate the Indonesian entertainment stage. Many dangdut koplo music groups emerged and released their albums. Singers and music groups such as New Pallapa, Sagita, and Monata became widely known and idols among dangdut koplo music lovers.

In recent years, dangdut koplo music in Indonesia has continued to experience rapid development. One of the singers who played a role in this development is Happy Asmara. Happy Asmara is a dangdut koplo singer whose popularity skyrocketed among dangdut music fans.

Happy Asmara's presence in the dangdut koplo music industry has also enriched this genre with fresh new songs. As a result, Happy Asmara's songs become more varied and interesting for listeners from various musical backgrounds.

Happy Asmara Releases Her Latest Song Titled Shopee Maszeh

Fans of dangdut koplo music in the country are delighted with the release of Happy Asmara's latest song on Monday (29/5).

Previously, Happy had uploaded an Instagram reels on her account @happy_asmara77. In the short video, Happy wrote "Wis bosen karo kopi? Tenang, ana sing anyar dariku" which means "Tired of coffee? Don't worry, there's something new from me."

Happy Asmara's fanbase, known as Pasukan Happy Asmara Sejati or Pashati, immediately searched for Happy's post. Among nearly 1,000 comments, many wondered what new thing Happy meant in the video.

"Aku tim kopi ireng duuuungs... tp ga nolak lhooo kl ada yg anyar dr mbak'e cantik @happy_asmara77" wrote @may.mdm.

"Dadi penasaran, opo sing anyar dari mba cantik niihh" said @srirenys.

"Sing anyar luwih ambyarrrrr..." said @tati_htn.

Various well-known accounts on Instagram, such as @lambe_turah, @koplo_in_ajah, @dangdutindonesia_id, and @musikdangdutt, also uploaded this video of Happy Asmara. They were also curious about what new thing Happy would present to her loyal fans.

Instantly Viral on Social Media

After being flooded with curiosity from netizens, finally on Monday (29/5), Happy Asmara released a new music video or MV on her YouTube channel Happy Asmara Music, Instagram @happy_asmara77, and TikTok @happyasmara. Her latest song is titled Shopee Maszeh.

"Tuku opo wae, Shopee Shopee maszeh. Mesti gratis ongkir, Shopee Shopee maszeh. Nggon blonjo sing mantep, Shopee Shopee maszeh."

That's a snippet from Happy Asmara's latest song - Shopee Maszeh which means, "Buy anything, Shopee Shopee maszeh. Surely free shipping, Shopee Shopee maszeh. A reliable shopping place, Shopee Shopee maszeh."

Just one day after its release, Happy Asmara's MV - Shopee Maszeh on YouTube has been viewed nearly 3 million times. Until Monday (5/6), the video has received almost 10,000 comments from netizens and has been liked by more than 17,000 accounts.

They praised the song Shopee Maszeh popularized by Happy Asmara.

"Wis pokoke ora iso ngomong opo opo. Trending jos gandos kewos kewos." said Alfiyan Alfiyan.

"Aku nontone melu senyum weruh sampean full senyum sepanjang lagu mba hepp, bahagia terus nggeh" said Aryha Noegraha.

"Suka banget sama mba happy ini, punya suara yang khas enak banget di dengernya bikin candu, yakin lagu ini bakalan viral dan trending amiin sukses selalu buat mba Happy" praised the account Tentang Desaku.

"Uueennaakkk lagune, sukses terus mbak heppy bismillah trending lagi" said Wiwin Suryani.

As viral as the video on YouTube, until Monday (5/6), the Shopee Maszeh MV uploaded by Happy Asmara on her TikTok account has also reached more than 30 million views.

The song Shopee Maszeh can now be heard not only on YouTube. The latest song by the singer from Kediri is now starting to be played on various radios, both in big cities like Jakarta and in various remote areas.

The song and video Shopee Maszeh have been a great success in creating a buzz among netizens. Must be free shipping, Shopee Shopee darling.” 

That's the meaning of the latest song snippet by Happy Asmara - Shopee Maszeh, which says, “Buy anything, Shopee Shopee darling. Definitely free shipping, Shopee Shopee darling. A great place to shop, Shopee Shopee darling.”

Just one day after its release, the MV Happy Asmara - Shopee Maszeh on YouTube has been watched nearly 3 million times. As of Monday (5/6), the video has received nearly 10,000 comments from netizens and has been liked by more than 17,000 accounts.

They praised the song Shopee Maszeh popularized by Happy Asmara. 

“I can't even express how good it is. Trending, amazing.” said Alfiyan Alfiyan.

“I watched it with a smile on my face from start to finish, it makes me happy, always happy.” said Aryha Noegraha.

“I really like mba happy, she has a unique and addictive voice, I'm sure this song will go viral and trending, amen, always success for mba Happy.” praised Tentang Desaku account.

“The song is so delicious, keep succeeding mba heppy bismillah, trending again.” said Wiwin Suryani.

Just like its viral video on YouTube, as of Monday (5/6), the Shopee Maszeh MV uploaded by Happy Asmara on his TikTok account has also reached over 30 million views.

The song Shopee Maszeh can be listened not only on YouTube. The latest song by the singer from Kediri is now also starting to be played on various radio stations, both in big cities like Jakarta and in various remote areas.

The song and video Shopee Maszeh have indeed been a huge success in creating a frenzy among netizens. The proof is, on the day of the launch of the latest song Happy, the hashtag #ShopeeMaszeh successfully trended #1 on Twitter for more than 40 hours. 

The virality of this song is even more felt with the presence of several top artists who uploaded snippets of the MV Happy Asmara - Shopee Maszeh on their Instagram, such as @raffinagita1717, @attahalilintar, and @aurelie.hermansyah. They stated that they really like this latest song by Happy Asmara.

Various Instagram accounts also uploaded snippets of the MV Shopee Maszeh, such as @lambe_turah, @jakarta.keras, @mood.jakarta, and @dangdutjatim. 

On the same day as the release of the song Shopee Maszeh, Happy Asmara performed live on the Dahsyat Award stage on RCTI and performed her latest song, premiering on TV screens. Her performance received an extraordinary response from the audience.

Then, in the Ambyar Indonesia Contest which aired on Wednesday (31/5) on MNCTV, Happy, known as the Queen of Ambyar, performed her latest song Shopee Maszeh which is said to be the “Most Ambyar Dangdut Song 2023”. 

Meaning, just a few days after its release, the song Shopee Maszeh popularized by Happy has successfully rocked the dangdut stage in Indonesia.

There's a Shopee Maszeh Dance that's Trending on Social Media

Not only in terms of the song, Happy Asmara also succeeded in making #JogetShopeeMaszeh viral. This movement was indeed shown in the MV Shopee Maszeh.

With simple yet fun movements, the Shopee Maszeh Dance has been successfully followed by many social media users, especially on TikTok, Instagram, and Twitter. Until now, there have been hundreds of videos of the Shopee Maszeh Dance uploaded on TikTok with the background song of the Shopee Maszeh song.

Following the success of the hashtag #ShopeeMaszeh, the hashtag #JogetShopeeMaszeh also successfully trended #1 on Twitter for 2 consecutive days non-stop. 

Happy Asmara, who successfully released the latest song titled Shopee Maszeh, is evidence that this beautiful singer is increasingly successful in stealing the hearts of Pashati and dangdut koplo lovers in the country.