Komunikasi Pemasaran dalam Membangun Unsur Lokalitas pada Musisi Lokal Bandung

Abstract. This Study explores the marketing communication implemented by the independent record label Loophole By Nature Records in utilizing Spotify as a platform to build and strengthen the elements of locality among Bandung-based musicians. Using a constructivist paradigm, the study focuses on how local elements such as Bandung’s cultural identity and distinctive musical character are strategically constructed through narrative, symbolism, and digital experience on Spotify. Employing a qualitative approach and case study method, the research analyzes the digital branding efforts of local musicians amid the challenges of the global music industry. This study aims to provide an in-depth understanding of the marketing communication practices carried out by Loophole By Nature in building brand identity on Spotify. Data was collected through interviews with the label’s management and musicians under its roster, who served as key informants. Additional data collection methods included observation, documentation, and literature review.The findings of this study indicate that Loophole By Nature, an independent music label based in Bandung, integrates elements of locality such as culture, language, traditional music, and local social issues into its marketing communication strategy on the Spotify platform. Loophole By Nature develops a synergistic communication model that includes community communication, interpersonal communication, group communication, and cultural communication, all of which work together to foster solidarity and social cohesion within their creative community. The label’s marketing communication plays a significant role in maintaining listener loyalty by emphasizing community engagement, the delivery of relevant messages, and emotional closeness between artists and their audience. This locality-based marketing communication approach not only shapes a distinctive cultural identity but also serves as an effective branding strategy amid the global competition present on platforms like Spotify. Abstrak. Penelitian ini mengkaji strategi komunikasi pemasaran Loophole By Nature Records dalam memanfaatkan Spotify untuk membangun dan memperkuat unsur lokalitas musisi Bandung. Menggunakan pendekatan kualitatif dengan metode studi kasus dan paradigma konstruktivisme, penelitian ini menganalisis bagaimana budaya lokal dikonstruksi melalui narasi, simbol, dan pengalaman digital. Data dikumpulkan melalui wawancara, observasi, dokumentasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa Loophole mengintegrasikan elemen seperti bahasa, musik tradisional, dan isu sosial Bandung ke dalam strategi komunikasi yang mencakup komunikasi komunitas, interpersonal, kelompok, dan budaya. Strategi ini membentuk identitas merek yang khas dan membangun kedekatan emosional antara musisi dan audiens. Pendekatan berbasis lokalitas ini juga membantu Loophole mempertahankan karakter budaya di tengah dominasi arus utama. Penelitian ini menunjukkan bahwa kekuatan narasi lokal dapat menjadi landasan penting dalam membangun hubungan yang berkelanjutan dengan pendengar di era digital.