Personal Branding Band Indie Flourish Melalui Youtube. (Personal Branding Indie Band Flourish Through Youtube).

Akmalia, Nadya Mawaddah (2023) Personal Branding Band Indie Flourish Melalui Youtube. (Personal Branding Indie Band Flourish Through Youtube). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Personal branding is growing and cannot be separated from technological advances. One of the significant technological advances is the internet. Social media is the result of the development of the internet. Over time, social media has also begun to be used to build branding for individuals. With social media, personal branding activities are now easier to do. One social media platform that is often used in Indonesia to form personal branding is YouTube. Record labels in the music industry are divided into two, namely major record labels or major labels, and also indie labels. Flourish is one of the bands that stood from indie labels. In forming Flourish personal branding using YouTube social media. Therefore, this study aims to analyze how personal branding is carried out by the Flourish band through a qualitative descriptive method. Data collection techniques obtained through observation, interviews, and documentation. Based on data that has been processed by researchers, the results obtained are in forming Flourish band personal branding, found 8 concepts related to Peter Montoya's personal branding theory, namely specialization, leadership, personality, difference, visible, unity, firmness, and good name. Keywords: Personal branding, YouTube, Indie label

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