Membangun Brand Image Musisi Lokal Melalui Event Marketing pada Renjana Label. (Building the Brand Image of Local Musicians Through Event Marketing at Renjana Label).

Puteri, Annisa Danya Pitaloka (2025) Membangun Brand Image Musisi Lokal Melalui Event Marketing pada Renjana Label. (Building the Brand Image of Local Musicians Through Event Marketing at Renjana Label). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This thesis discusses the brand image building of local musicians through event marketing at Renjana Label, an independent music label established in Surabaya in 2022. This research aims to analyse how event marketing strategies can improve the image of local musicians in the midst of the rapid development of the music industry. Using a qualitative approach, data was collected through in-depth interviews with audiences, musicians, and Renjana Label's internal team. The results show that event marketing not only functions as a promotional medium, but also as a means to build a strong emotional connection between musicians and audiences. Events such as release parties and showcases succeed in creating intimate and memorable experiences, thus increasing audience loyalty to musicians. In addition, challenges faced by Renjana in implementing this strategy, such as budget constraints and low public awareness of local musicians, were also identified. This research is expected to provide insights for music industry players in designing more effective and relevant marketing strategies, as well as strengthening the position of local musicians in an increasingly competitive market.

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