PROPOSED MARKETING STRATEGY FOR MUSIC THROUGH IGITAL STREAMING MUSIC RECOMMENDATION SYSTEM FOR INDEPENDENT MUSICIAN (CASE STUDY: PING PONG CLUB)

• Main Author: Rizky, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53805
• Institution: Institut Teknologi Bandung

The new face of modern music industry has followed the global trend on digitalizing music consumption through the invention of music streaming apps, or known as the digital streaming platform. The DSPs, such as Apple Music or Spotify, are not only giving an endless choice of music library for the consumers, but also giving the chance for musicians to earn profits from it. While the DSPs are using the preference base algorithm for their consumers to stream the kind of songs they like, indie musicians are mostly benefitted from the algorithm. The more fans they got from the preference base algorithm, the more streams they’ll get, which means more profits coming to their pockets. The challenge for indie musicians is on how to market their music through managing this preference base algorithm in the DSPs. This thesis is a result of experimentation held with author’s music project called Ping Pong Club. The identify the main cause of the problems, this research uses qualitative methodology by using both primary and secondary data, firstly to map on how the DSP’s preference base algorithm works. PEST and SWOT analysis is then analyse in order to formulate an implementation plan for Ping Pong Club in order to boost their streaming numbers. Next, a set of experimentation is done by using some of their tracks in order to show the boosted streaming numbers between the ‘treated’ songs and the ‘untreated’ one, along with the explained details from which streaming sectors matters. An implementation plan and strategy is applied to show how managing the preference base algorithm works on increasing the digital streaming sales