Analisis Brand Identity dan Implementasi Peran Marketing Communication di Pasar Musik Indonesia
DOI:
https://doi.org/10.31316/jk.v6i3.4096Abstract
Abstrak
Penelitian ini akan membahas tentang dampak dari digitalisasi terhadap pemasaran musik. Dengan munculnya sarana untuk distribusi musik secara online, terjadi pergeseran yang besar di dalam industri musik secara keseluruhan. Ditribusi tersebut berdampak ke luapan musik dan artis baru yang di pasarkan setiap harinya, mengakibatkan saturasi market yang berlebih. Dengan prubahan yang sangat signifikan di dalam kuantitas dan sarana distribusi musik, pemasaran berubah fokus dari penjualan offline dan fokus dalam penjualan musik itu sendiri, ke penguatan identitas merek artis tersebut. penelitian ini bertujuan untuk mengetahui implementasi komunikasi pemasaran dan juga cara pembentukan identitas merek untuk musisi maupun label musik yang dapat di implementasikan di pasar musik Indonesia. Penelitian ini dilakukan dengan metode kualitatif dengan analisa triangulasi akan kajian literatur, obervasi, dan wawancara terhadap lima informan diantaramya yaitu pengelola, pelaku dan pengamat musik demi mengumpulkan informasi dari berbagai sudut pandang akan implementasi komunikasi pemasaran, dan identifikasi serta pembentukan identitas merek. Berdasarkan hasil pengelolaan data, diketahui bahwa Industri musik di Indonesia terbagi dua yaitu label major dan label independen. Pentingnya dalam membangun identitas merek adalah untuk dapat menargetkan pasar, serta memposisikan merek, dan faktor utama terciptanya imej yang khas pada pandangan konsumen. Karena keragaman dan variasi dari industri musik. Kini sebuah merek harus mempunyai Unique Selling Point, karena hal tersebut dapat menjadi aspek pembeda antar merek dengan merek yang lainnya. Pengimplementasian komunikasi pemasaran terpadu yang digunakan oleh industri musik pada kedua label (major label dan independen label) dilakukan menggunakan pemanfaatan sosial media sebagai pilihan utama dalam mempromosikan brand beserta kegiatan pemasarannya.
Kata Kunci: Identitas Merek, Komunikasi Pemasaran, Pemasaran Musik
Abstract
This study will discuss the impact of digitalization on music marketing. With the emerging means for online music distribution, there has been a major shift in the music industry as a whole. The distribution resulted in a flood of new music and artists being marketed every day, resulting in oversaturation in the market. With a very significant change in the quantity and means of distribution of music, marketing efforts shifted focus from offline sales and the focus on selling the music itself, to strengthening brand identity of the artist. This study aims to determine the implementation of marketing communications and also how to form brand identities for musicians and music labels that can be implemented in the Indonesian music market. This research was conducted using a qualitative method with triangulation analysis of literature review, observation, and interviews with five informants, namely, music managers and observers in order to collect information from various points of view, implement marketing communications, and find out and build brand identity. Based on the results of data analysis, it is known that the music industry in Indonesia is divided into two, namely major labels and independent labels. The importance of building an identity is to be able to target the market, as well as to position the brand, and the main factor in creating a distinctive image in the eyes of consumers. Due to the diversity and variety of the music industry, now, a brand or an artist must have a Unique Selling Point, because this can be a differentiating aspect between one artist to another. The implementation of integrated marketing communications used by the music industry on both labels (major label and independent label) is carried out using social media as the main tool in promoting the brand and its marketing activities.
Keywords: Brand Identity, Marketing Communication, Music Marketing
References
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