ASSESSMENT OF TULUS’ FANS GENRE PREFERENCES

• Main Author: Godjali, Yonathan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72462
• Institution: Institut Teknologi Bandung

Musician and singer that has reached the top level on the music industry will face more challenge from competitors and fans. Aside from the competitiveness against other singer, fans will also demand new performance and creation from the singer. Tulus, singer from Bandung whose carreer started in 2011, is currently holding a place at the top of the Indonesian music industry. Started as an independent singer, he creates music as he sees fit. This process can put Tulus on unfavorable position since he does not understand what his fans want from him. On the other hand, simply satisfying what his fans want can result in mediocre musical work. So, this research’s aim is to formulate strategy for Tulus to satisfy the needs and demand from his fans, as well as enhancing his charm (point of difference) to stay at the top of the industry. The research starts by interviewing Tulus’ music producer to know how they conduct their creativity process of making songs. Data gathering from Tulus’ fans is conducted with questionnaire to SBM students who like Tulus’ songs. Analysis of the data shows the actual perception and preference of the fans toward Tulus and his music. The result of this research indicates that some of Tulus competitors is perceived by his fans to have similar strength with him. Some strengths of Tulus are also prominent on particular songs. Most male and female fans answer Pop genre music as their preferred non-Tulus song. Rock music follows in second place on both male and female fans. Conclusion is by understanding the behavior of the fans such as their preference of music genre, Tulus can utilize the information to give them additional satisfaction. As for his product, to alter the decline state of his song, Tulus can apply the innovation on the genre. By creating innovation, the song’s state can become growth again. Recommendation created from this research results in enhancement of current point of difference, enrichment of performance style, and genre demand fulfillment. Enhancing current point of difference focus on Tulus’ lyrical writing style which is his strong point compared to the others. Enriching performance style gives Tulus fresh look such as singing with acapella format. Lastly, by understanding his fans’ genre preferences, Tulus can satisfy the demand of other genre by collaborating with other genre musician, infusing the preferred genre to his current music, and presenting other genre songs with his own style.