Integrated Marketing Communication pada Album “Romansa ke Masa Depan”

Abstract

The marketing communication for the album “Romansa Ke Masa Depan” is a successful digital marketing strategy by generating a high number of digital streams and the highest nominations in the AMI Awards. This study aims to find out how integrated communication is on the album “Romansa Ke Masa Depan.” The research uses a qualitative approach through case study research methods. Based on the research results, Integrated Marketing Communication is the approach taken by management and this album is the first album released by Glenn Fredly in digital format. The main message conveyed to the audience in the album release is implemented with various media, such as album cover design, music videos, narration used in album release, and various other messages that are displayed implicitly or explicitly. Bumi Entertainment as management and Good Music as a well-integrated label have carried out their respective functions in album release as well as with external parties. The integration of platform and content helps management in running consumer IMC digitally. The Instagram platform is used to persuade the audience to then access the main content of the album on the digital streaming platform and YouTube channel. The release of the album “Romansa Ke Masa Depan” was well integrated and helped the management get a high number of digital streams and the album received nominations and awards from the AMI Awards and Citra Cup. Integrated Marketing Communication is an appropriate concept to be applied to the music industry which is now in the era of digitalization.