STRATEGI INTERNET MARKETING BAND INDIE PEKANBARU DALAM MEMPROMOSIKAN KARYA MUSIK MELALUI REVERBNATION.COM
Abstract: Evolution of
independent music begins when some bands got to entry the studio because a
conflict interest between the owner of record company with idealism in music of
the band itself. Some record company think that the flow of the music can not
be enjoyed by the public, don’t have the quality and do not follow mainstream
music market. This makes indie musicians chose the internet as a promotional
strategy to embrace the market share of his own music at social networking.
ReverbNation advantages lie in the field of music as well as the latest music features
are audio streaming for free. This study aims to determine strategy indie band
marketing on internet with content marketing, mobile marketing, continuous
marketing, digital intergrated marketing, and visual marketing in promoting
piece of music at ReverbNation.com. This study uses qualitative research
methods with the presentation of descriptive analysis. The collection of data
obtained based on the fact that occurred in the field through observations,
interviews, and documentation. New media theory approach by Livingstone.
Informants in this study amounted to 5 by using purposive sampling technique,
which consists of musicians indie band Pekanbaru simultaneously active users
ReverbNation account. Data were analyzed using analysis interactive model of
Miles and Huberman. And testing techniques using the data validity extension of
participation and triangulation. From the results of this study found that
internet marketing strategies indie band Pekanbaru in promoting piece of music
at ReverbNation.com through a variety of indicators including: 1.) Content
marketing to upload songs, videos and photos of bands such as documentation
during a gigs, selling merchandise, then share location using google maps. 2.)
Mobile marketing using a smartphone and access the Internet directly from their
gadget so that the campaign carried out more efficiently. 3.) Continuous
marketing, informants established communication with visitors of the page to
create closeness and respond to criticism for the sake of improvement of quality.
4.) Integrated digital marketing, linking uploads the band to all applications
of social media such as twitter, facebook, myspace to reach variety consumers.
5.) Visual marketing, informants create unique designs and creative to create a
good impression so as to attract the eyes and ears of consumers first.
Penulis: Gionovan Ayesha,
Rumyen
Kode Jurnal: jpkomunikasidd160012
