DIGITAL MARKETING COMMUNICATION IN MUSIC INDUSTRY: AUDIENCE LOYALTY THROUGH GROOVIN BUDDY STRATEGY

Abstrak

Digital marketing has become an essential communication strategy in the contemporary music industry, enabling artists and creative groups to interact directly with audiences through digital platforms. Social media, particularly Instagram, provides opportunities for musicians to build audience engagement, strengthen relationships, and foster long-term loyalty. This study aims to analyze the digital marketing communication strategies implemented by Groovin Buddy in building audience loyalty through social media engagement. This research employs a qualitative case study approach. Data were collected through observation and in-depth interviews with key informants, including the vocalist, manager, and social media team of Groovin Buddy, as well as loyal audience members who have followed the band for the past six months to one year. The study focuses on communication strategies implemented between January 2024 and January 2025. The findings indicate that Groovin Buddy utilizes persuasive communication strategies through consistent Instagram content, interactive communication with audiences, and emotional engagement during both online and offline performances. Instagram functions not only as a promotional tool but also as an interactive communication channel that strengthens audience relationships and encourages positive electronic word of mouth. These strategies contribute to the formation of audience loyalty, reflected in frequent attendance at live performances, active engagement on social media, and audience-driven promotion through digital word of mouth. This study highlights the importance of digital marketing communication in the music industry, particularly the strategic use of Instagram in fostering audience engagement and sustaining fan loyalty within local music communities.