PROPOSED GO TO MARKET STRATEGY FOR TRADITIONAL ART PERFORMANCE BRAND (CASE STUDY : RAGAMLARAS)

• Main Author: Erlangga, Hartana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71910
• Institution: Institut Teknologi Bandung

Art is one of the elements of human culture in which as an expression of the creativity of the culture itself. Culture-based creativity is a reflection and uniqueness of a nation's identity. However, in the current era of globalization, traditional arts are increasingly being abandoned by the public. Based on the data released by jabarprov.go.id (2021) about West Java arts’ status that there are several traditional arts that are almost extinct and there will be an increasing number of traditional arts that follow. One of the reasons is that the current generation is more interested in popular music than traditional music as they are not sufficiently concerned about their own culture. Many think that traditional art is outdated. Not only experiencing extinction, but several Indonesian traditional arts have also been claimed by other countries. Quoting from kompas.com (2010) in article entitled "Angklung Will Become a World Cultural Heritage" discussed angklung as a traditional art from Indonesia was claimed by another country which infuriated the Indonesian people. Angklung then was registered as an Intangible Cultural Heritage (ICH) by Indonesia at UNESCO in November 2010. In order to actively participate in preserving and maintaining the existence of angklung in society, RagamLaras came up with an innovation for angklung, the RagamLaras angklung has 15 scales that can play both pentatonic and diatonic notes in one angklung ensemble. It is hoped that it can provide a new presentation for the performing arts of angklung and open space for creativity for traditional artists, as well as spreading the public awareness, especially the younger generation, to get to know and preserve the nation's culture better. The challenge that needs to be faced to realize this is to find the right market strategy to commercialize this invention and determine the best strategy to increase public awareness of traditional music. After that, an action plan is made to ensure that the strategy that has been designed can run well. The findings from this study refer to a virality promotion strategy with a focus on the tipping point approach that should be implemented by RagamLaras to spread public awareness of traditional music, especially angklung.