Marketing communication strategy of indie music group the dare through Instagram in attracting audiences for the Javakensi tour 2022

Abstract

Instagram has become a social media that is quite used by many people, creating a new style of using Instagram, which initially only became a social networking platform to become a medium for marketing business ventures and services. The Dare music group in conducting a tour around the island of Java carried out a communication strategy through Instagram to attract fans to come on their tour called Javakensi Tour 2022. What will be the focus of this research is how the marketing communication strategy of The Dare music group through Instagram in attracting Javakensi Tour 2022 audiences. In this study, data collection techniques were carried out by conducting interviews with the three sources and documentation. The data analysis technique in this research will go through three stages, namely; data reduction, data presentation, and conclusion drawing. The result of this research is that The Dare music group conducts marketing communication through Instagram with the stages of preparing the formation of the message to be conveyed then determining the concept which is continued with the selection of Instagram as a medium. After obtaining the data, the content plan and scheduling of the content to be uploaded are made, after obtaining the information and data needed in the form of the exact location where the Javakensi Tour is carried out, and the days and dates that have been fixed and also the main themes and messages that The Dare music group will carry during the tour. Then marketing on Instagram is carried out by following the schedule and content priorities that have been determined by utilizing features from Instagram such as the use of Hashtags (#JavakensiTour2022), as well as utilizing the Reels feature, and writing captions and stories on Instagram.