DIGITAL MARKETING STRATEGY OF INDEPENDENT RECORD LABEL IN DIGITAL ERA (CASE STUDY: FFWD RECORDS)

• Main Author: Rendrahadi, Gema
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50465
• Institution: Institut Teknologi Bandung

We have heard that "the digital age is a threat to the music industry". With the development of technology, how we consume music is change. Thanks to music platform like Spotify, iTunes, and Joox we can listen to songs anywhere for free through our mobile phones. This has an impact on declining sales figures from sales of physical albums produced by record labels. This did not happen in the digital age alone, in the 1930s radio broadcasts were called a threat to the music industry, because label companies thought that people would not buy vinyl music anymore because they could listen to songs for free. FFWD Records as one of the independent record labels, feel the impact of the digital era with the decline in physical sales, so they must have a strategy to face this digital era. This study using external and internal analysis. External analysis is used to determine opportunities and threats from the market, while internal analysis is used to determine the strengths and weaknesses of the company itself. The analysis will then continue to the SWOT analysis that is built based on the two analysis earlier. After that, RACE Framework are used to propose strategies that will be used by FFWD Records. The results of the analysis, the authors propose 3 main strategies namely, form a digital marketing team, social media, marketplace, and music platform optimization, and optimizing comment features on all online platforms to get feedback from consumers.