Penerapan Strategi Promosi Album Band Candei di Kota Palembang

Meizar al fatach Meizar; Didiek Prasetya; Heri Iswandi

doi:10.36982/jsdb.v10i3.6001

Authors

Meizar al fatach Meizar Program Studi Desain Komunikasi Visual, Fakultas Ilmu Pemerintahan dan Budaya, Universitas Indo Global Mandiri Palembang
Didiek Prasetya Prodi Desain Komunikasi Visual, Fakultas Ilmu Pemerintahan dan Budaya, Universitas Indo Global Mandiri
Heri Iswandi Prodi Desain Komunikasi Visual, Fakultas Ilmu Pemerintahan dan Budaya, Universitas Indo Global Mandiri

DOI:

https://doi.org/10.36982/jsdb.v10i3.6001

Keywords:

Visual Communication, Promotion, Malay Culture, Art Nouveau , Band Candei

Abstract

Industri musik global mengalami transformasi besar akibat digitalisasi, dengan platform streaming dan media sosial menjadi kanal utama distribusi musik. Perubahan ini menghadirkan peluang sekaligus tantangan, terutama bagi musisi yang berupaya mempertahankan identitas budaya lokal. Musik Melayu Sriwijaya, bagian dari warisan Sumatera Selatan, memiliki nilai historis tinggi, namun semakin terpinggirkan di kalangan generasi muda akibat dominasi genre populer dan arus globalisasi. Kondisi ini menegaskan perlunya strategi promosi yang mampu menyeimbangkan pelestarian budaya dengan relevansi di era digital. Band Candei, asal Sumatera Selatan, mengadaptasi musik Melayu Sriwijaya ke format modern melalui penggunaan bahasa Basemah dan aransemen kontemporer. Namun, kendala tetap muncul pada aspek branding dan komunikasi visual untuk memperluas jangkauan audiens. Penelitian ini bertujuan merancang strategi komunikasi visual untuk promosi album terbaru Candei dengan memadukan estetika Art Nouveau dan elemen visual budaya Melayu Sriwijaya. Metode yang digunakan adalah kualitatif deskriptif melalui wawancara, observasi, serta analisis literatur terkait branding, komunikasi visual, dan musik tradisional. Proses perancangan dilakukan sejak pra-produksi hingga karya final, menghasilkan media promosi berupa logo, poster, katalog merchandise, motion graphic, serta konten digital di Instagram dan YouTube. Hasil penelitian menunjukkan bahwa integrasi gaya Art Nouveau dengan simbol budaya lokal memperkuat identitas visual Candei, meningkatkan diferensiasi di pasar musik, dan membangun keterikatan dengan audiens. Penelitian ini berkontribusi pada strategi komunikasi visual berbasis budaya di industri musik digital, serta menawarkan model branding yang relevan bagi musisi independen Indonesia.

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