Raffi Ahmad and Prime-Time Politics

August 11, 2026 | 10:05 am

Celebrity status is now a fast track to the corridors of power, giving rise to a new face of personality-driven politics.

RAFFI Ahmad is a political phenomenon of our time. He is not just a celebrity with a business empire, but also an example of how popularity can serve as a ticket to the corridors of power. In a country where politics often resembles a television show, the number of followers can be more decisive than someone’s background.

Before being appointed as the President’s special envoy for youth development and the creative workers by Prabowo Subianto, Raffi Ahmad was known as a TV entertainer. During Joko Widodo’s presidency, Raffi entered the inner circle of power while simultaneously expanding his business ventures across various sectors. He has owned more than 30 business entities. One of them was RANS Nusantara Hebat, a joint venture with Kaesang Pangarep, Jokowi’s youngest son. The culinary hub in Bumi Serpong Damai, South Tangerang, Banten, opened in March 2024 but operated for less than a year. In business, just as on television, a grand launch does not necessarily guarantee longevity.

Raffi’s network also intersects with Dony Oskaria. Dony and Kaesang are listed as shareholders of RANS Entertainment, while Raffi is the largest shareholder. Dony currently serves as Chief of the State-Owned Enterprises Regulatory Agency and Chief Operating Officer of the Daya Anagata Nusantara Investment Management Agency (Danantara).

Then there is Sufmi Dasco Ahmad, the Deputy Speaker of the House of Representatives and Executive Chair of the ruling Gerindra Party. Raffi refers to Dasco as his mentor. Raffi has even called himself “anak didik Dasco” (Dasco’s protégé) and “anak pungut Dasco” (Dasco’s adopted son). The two often appear in public together. In June 2026, Raffi admitted that when his name was mentioned in a case of alleged corruption within the Customs, he consulted with his mentor.

This network of connections reveals close ties between celebrities, businesses, political parties, and those in power. Such closeness is certainly not a crime. The problem arises when personal relationships turn into special access without transparency. Raffi’s appointment as a special presidential envoy also raises questions about his level of competence. The public has the right to ask whether popularity and political connections are sufficient qualifications to manage the younger generation and artists.

Since his appointment in October 2024, Raffi has been more easily recognized as a celebrity than as an official with policy achievements. His tours with various celebrities—some of whom have previously received sponsorship from state-owned enterprises—have garnered more attention than his work. The entertainment world knows “prime time.” Public officials should know “public time”: have time to work and be accountable for the results.

The Raffi phenomenon reveals a new face of personalistic politics. In the past, political influence relied on religious figures, youth leaders, or community leaders. Now a new class has emerged: influencers with millions of followers. They do not need to form a political party to rally the masses, all they need is high engagement and the ability to keep the cameras rolling.

This is where the problem with democracy lies—not with Raffi alone, but with a system that allows popularity to be exchanged for power without clear measures of competence and accountability. Celebrities certainly have the right to enter politics. What is dangerous is the assumption that fame means competence and that being skilled at building a brand qualifies one to govern a country.

Raffi may well be skilled at managing engagement. But we must safeguard democracy itself to ensure it is not managed based on popularity.

Read the Complete Story in Tempo English Magazine

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