PROPOSED SOCIAL MEDIA MARKETING STRATEGY FOR GAINING MARKET AWARENESS (CASE STUDY : WIZARD MUSIC)

• Main Author: Victor, David
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53141
• Institution: Institut Teknologi Bandung

The music industry is part of the entertainment industry, which has great potential and will never end to be explored. In the current era of informatics in listening to and buying works from musicians, physical albums have begun to be replaced by digital works that are more practical and easy for humans to use. The use of information technology and being a way to distribute works is also a major factor in gaining public awareness of companies operating in various industries, especially the music industry. Social media, which is currently the main media used by humans in their daily lives, can be used as the main tool for companies to gain market awareness and attention from the public. Wizard Music is a new record label and music performer trying to penetrate the market into the music industry. As a record label trying to penetrate the market, this research is made to find out what factors can attract market interest and awareness of new artists through social media. This research also examines the supporting factors besides the main content preferred by the target market. Also, this study tries to get the right social media content to be applied by Wizard Music in penetrating the target market. In this study, a qualitative analysis method was carried out on the company's internal and external conditions. Researchers also try to solve problems and take advantage of strengths and opportunities using the TOWS matrix. After conducting the required analysis, and in-depth interviews with the target market, it was found that the most appropriate social media for promotion for Wizard Music is Instagram. In promoting the work that is being circulated, companies must also create interesting supporting content such as content that shows daily life that is very popular with the market. This research also found that although digital media is the main choice of the market, physical media such as physical albums and radio media are still favored by most of the target market.