<![CDATA[Ludruk is a traditional performing art that is gradually declining in popularity among the public. However, several Ludruk groups have made sustained efforts to revitalize this traditional art form. Combining traditional elements with modern influences has become the strategy adopted by Ludruk Budhi Wijaya from Jombang. This study aims to examine the group’s adaptation strategies, commercial management, and cultural negotiation as a form of popular art. This study employs a qualitative approach using a descriptive-analytical method. Data were collected through observation, interviews, and documentation. The findings indicate that Ludruk Budhi Wijaya has maintained its sustainability by utilizing digital media, including YouTube, TikTok, and Facebook, as strategic promotional platforms. In addition, the group has adaptively commodified its artistic practices by shortening the duration of the remo dance, extending the dagelan segment, adopting modern stage technologies, and incorporating viral trends without entirely abandoning the original pakem. This product diversification strategy has successfully positioned this folk art form as a competitive popular cultural product in the modern market.]]>
Copyrights © 2026
