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All Journal THE COMMERCIUM
Indri Novita Sari, Indri
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Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran Karya Musik dalam Mempertahankan Popularitas O.M Adella Indri Novita Sari, Indri; Gilang Gusti Aji
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.65982

Abstract

This study analyzes O.M Adella’s marketing communication strategy in maintaining its popularity in the digital music industry. Using a descriptive qualitative approach, the research explores the use of social media platforms such as YouTube, TikTok, and Instagram as primary promotional tools, as well as branding strategies through fan communities and merchandise sales. Data were collected through interviews, field observations, and document analysis. The findings indicate that digital marketing effectively enhances brand awareness through innovative content and collaborations with renowned songwriters. Organized fan community management and digital promotions support sustainable market expansion. These findings provide insights for the music industry on optimizing digital media to maintain market relevance and industry presence.
Co-Authors Gilang Gusti Aji