BUILDING MINIMUM VIABLE PRODUCT (MVP) FOR DANCE COVER GROUP OF HARU ENTERTAINMENT

• Main Author: Hanifinsani Muhammad, Dhahana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80524
• Institution: Institut Teknologi Bandung

Korean Pop (K-Pop) is one of the parts of Korean wave (Hallyu) to have fastest growing in 2011 and getting more popularity after debut performance of Bangtan Sonyeondan (BTS) in American Music Awards (AMA) and wins Billboard Top Social Artist on 2017. On 2010, K-Pop music video already attractive for audience in Youtube, the largest video-sharing website in the world by having 793.57 million views with 10 million contributions from Indonesia. In line with the increasing popularity, the new trends started among young generation in Europe and Southeast Asia by imitating a song and dance performed by K-Pop idols or known as cover video. Haru Entertainment is a performance based company that has 3 phases of business growth. For each phase, there are investing, promoting and decline period. Currently the company is on the investing period of dance cover focused phase. One of the activities in the investing period is making Minimum Viable Product (MVP). This research conducted in qualitative method using semi-structured interview to gather information about audience’ preference towards dance cover video. The audience’ preference is used for the researcher to create dance cover video to be tested. The test is to conclude id the video already reach MVP or not by testing the value and growth hypothesis. The value hypothesis tested using video scoring test and the growth hypothesis is tested by tracking the number of views on Youtube. By using the current company resources, Haru Entertainment put the first video to MVP test. Among 5 attributes chosen, the audience picks setting & outfit attributes as the most important factor toward dance cover video. The research also found that there are several attributes that can attract more audience and recommends the company to include those attributes in the next iteration of Build-Measure-Learn Feedback Loop because the first video is not fulfilled the value and growth hypothesis.