Achwan Noorlistyo Adi
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
Arif Pirmansyah
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
Faisal Reza
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
Abstract:
Rich Music by Reach & Rich utilizes Instagram as a medium for the dissemination of information concerning independent music.The objective of this study is to ascertain the use of Instagram as a medium for independent music on the Instagram account @richmusiconline, employing the concept of The Circular Model of Some by Luttrell (2015).This research method employs a qualitative research method with a case study approach, and data was obtained from in-depth interviews and observations. The study’s findings, derived from the triangulation of interview results among relevant informants, indicate that Rich Music by Reach & Rich’s utilization of Instagram for independent music dissemination follows a four-stage process.The initial stage, dubbed the “share” stage, involves the dissemination of authentic, captivating, and pertinent content on Instagram, excluding falsehoods (hoaxes) or ethnic slurs. This stage also encompasses the organization of events. The optimize stage entails media screening, research, and analysis, leading to the presentation of content requiring minimal effort. The manage stage involves media monitoring and weekly routine evaluations, along with responding to comments or direct messages (DMs) and live streaming, as well as conducting interviews in the field. The engage stage involves collaboration with bands or musicians, determining the target audience through Instagram’s traffic data analytics, and reaching the target audience using the reels feature. The response of followers of the Instagram account @richmusiconline regarding the information presented is considered favorable. The rationale behind Rich Music by Reach & Rich’s utilization of social media to enhance audience interaction, from the information uploaded on Instagram to the construction of Rich Music by Reach & Rich’s credibility, and to establish a connection between the audience of the Instagram account @richmusiconline and the website richmusiconline.com is to facilitate a more dynamic and engaging online presence.
Keywords: Information Media, Instagram, Independent Music, Rich Music
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