DISSECTING THE INFLUENCE OF K-POP’S MARKETING STRATEGY TOWARDS AUDIENCE POPULARITY INSIDE THE MUSIC INDUSTRY

• Main Author: Aurelia Tanudjaja, Diva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85770
• Institution: Institut Teknologi Bandung

For a while now, South Korea's music industry has established their position internationally, from an unknown genre to a very well-known one. Its marketing strategy and differences with other music cultures have led international entertainment, labels, and fans to be more engaged and curious on how South Korea grasps its brand popularity strategy and key development. This study examines the strategies used by Korean entertainments as to why they had impressive growth within a short period of time compared to other country’s genres who are still attempting. Specifically, how they brand themselves with the utilization of digital platforms and psychological approach. This paper questions the blueprint that K-pop uses in terms of marketing and their ability to achieve such globalization impact. The goal is to expand the knowledge of South Korea’s entertainment branding strategies to promote music globally to fans and entertainment. This study will delve deeper about the use of digital media and production of contents of K-Pop, whilst analyzing each marketing activity. The extraction of information obtained through qualitative research, consisting of two layers of coding and triangulation methods, may offer valuable guidance to people who wish to seek marketing methods related to music. The survey successfully shows a positive correlation between K-Pop digital marketing activities and intensive audience engagement. According to the 144 samples, K-Pop owns the strength to build audience loyalty through inclusivity compared to western ones. They own consistency and creativity for their talents and audience. On the other hand, there are some opposite views of how K-Pop’s marketing strategies are not for every country. Thus, a research framework is built to ease comprehension of the marketing activities and value it offers.