BUILDING MINIMUM VIABLE PRODUCT (MVP) FOR DANCE COVER GROUP OF HARU ENTERTAINMENT

• Main Author: Hanifinsani (19215047), Dhahana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26568
• Institution: Institut Teknologi Bandung

Korean Pop (K-Pop) is one of the part of Korean wave (Hallyu) to have fastest growing in 2011 and <br /> <br /> getting more popularity after debut performance of Bangtan Sonyeondan (BTS) in American Music <br /> <br /> Awards (AMA) and wins Billboard Top Social Artist on 2017. On 2010, K-Pop music video already <br /> <br /> attractive for audience in Youtube, the largest video-sharing website in the world by having 793.57 <br /> <br /> million views with 10 million contribution from Indonesia. In line with the increasing popularity, the <br /> <br /> new trends started among young generation in Europe and Southeast Asia by imitating a song and dance <br /> <br /> performed by K-Pop idols or usually called cover video. Haru Entertainment established to have the <br /> <br /> advantages from the current condition. Haru Entertainment is a performance based business which <br /> <br /> focused in the art of choreography. Befor, the company already conduct observation and interview <br /> <br /> related to the possibility of a dance group especially related to K-Pop become an independent business. <br /> <br /> A dance cover group interviewed by the company is Victory of Red Velvet (Violet). Violet is a dance <br /> <br /> cover group from Bandung which debuted on 2014 and get many achievement within their 3 years’ <br /> <br /> journey, and successfully defend The Best of Red Velvet achievement for 2 years in a row. Violet <br /> <br /> become a company’ benchmark in making their business plan for 4 years ahead. The company planned <br /> <br /> to catch the opportunity from K-Pop popularity and planned to penetrate the market by focusing on <br /> <br /> making dance cover video as the first video to create brand awareness. Beforehand, the company want <br /> <br /> to know audience’ preferences towards dance cover video and create a Minimum Viable Product (MVP) <br /> <br /> of it based on audience’ preferences. <br /> <br /> This research conducted in qualitative method by interviewing 10 K-Pop audience which classified into <br /> <br /> 3 types. The interview is using semi-structured interview to know the audience’ preferences towards <br /> <br /> dance cover video from each type of audience. After having the audience’ preferences overview, the <br /> <br /> experiment will be conducted by creating a dance cover video using current company’ resources and <br /> <br /> put it on test back to the respondents with 1 week period of time to reach the value hypothesis and <br /> <br /> growth hypothesis. Usually, MVP is achieved after several iterations and the research is limited for one <br /> <br /> iteration which resulting a conclusion in audience’ preferences and recommendation for the company <br /> <br /> to reach MVP of dance cover video in the next iterations.