Strategi Pemasaran Digital Musik Daerah Flores Melalui Platform Musik Digital Spotify
DOI:
https://doi.org/10.32493/jpkpk.v6i3.27791Keywords:
Musik Digital, Industri Musik, Pemasaran Digital, Musik Daerah, Platform Digital, SpotifyAbstract
Perkembangan era digital telah mendisrupsi berbagai bisnis, salah satunya adalah industri musik. Para musisi kini semakin mudah memasarkan musiknya tanpa harus menggunakan jasa label rekaman yang proses seleksinya tidak mudah dan berbiaya mahal. Sementara itu, Pulau Flores di Provinsi Nusa Tenggara Timur, yang menyandang predikat baru sebagai Flores The Singing Island memiliki banyak musisi dengan talenta di bidang seni dan musik. Dengan kemajuan digital, lagu-lagu daerah Flores memiliki peluang untuk maju ke kancah dunia. Penelitian ini menggunakan metode deskriptif kualitatif. Penelitian ini melibatkan informan yang merupakan para musisi asli Flores. Hasil dari penelitian ini menunjukkan bahwa salah satu aplikasi digital yang paling berperan dalam upaya pemasaran musik daerah Flores adalah Spotify. Spotify sebagai aplikasi musik digital yang menawarkan fungsi pemasaran bagi para musisi. Aplikasi ini tidak hanya membantu meningkatkan promosi dari setiap produk musik digital, namun juga memberikan pengakuan atas hak cipta dan earning income melalui transaksi royalti bagi para musisi.
The development of the digital era has disrupted various businesses, one of which is the music industry. It is now easier for musicians to market their music without having to use the services of a record label whose selection process is not easy and expensive. Meanwhile, Flores Island in East Nusa Tenggara Province, which bears a new title as Flores The Singing Island, has many musicians with talents in art and music. With digital advances, these folk songs have the opportunity to advance to the world stage. This study used descriptive qualitative method. This research involved informants who were native musicians from Flores. The results of this study indicate that one of the digital applications that has the most role in marketing efforts for Flores regional music is Spotify. Spotify as a digital music application that offers marketing functions for musicians. This application not only helps increase the promotion of each digital music product, but also provides recognition for copyrights and earning income through royalty transactions for musicians.
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