MARKETING STRATEGY PROPOSAL FOR A NEW INDIE RECORD LABEL, TO ENTER LOCAL-NATIONAL MARKET

• Main Author: RHOUEN QUINNELLA D. (NIM: 29105102), QUEEN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12515
• Institution: Institut Teknologi Bandung

Music industry, which involves large circulation of money, has increased so fast. It also happens in Indonesia. In music industry, there are several organizations that take a part, for instance recording company, label and publisher. Label takes the most important role in the music industry, and can be separated into three kinds of label, such as Major Label, Mini-Major Label and Independent Label. Local independent industry, nowadays, has become a substantial small industry in common market, because it owns a solid and loyal market, as well as local independent music or indie music. This Final Project focused on solving a concern of Roommates as a new independent record label to enter local-national market. Problem solved through a marketing strategy, that determines a product selection and releases a new music product into the local national music market. The aim is to create a competitive company between it's competitors, and to categorize the company as an alternative label to it's future consumer as well. The research provides existing demands and a reality of existing market condition, which can be applied to establish a definition of the exact product to be produced and to become a former product of the company. The implementation of a pioneer product, commence from establishment of exact product criteria until the implementation plan of the production, distribution and product promotion, based on a goal activity which can generate an initial succeed to the company.