Strategi Digitalisasi Musik Lokal: Studi Peran Media Sosial dalam Popularitas NDX AKA
DOI:
https://doi.org/10.55123/sosmaniora.v5i1.7614Keywords:
Digitalization of Music, Media Ecology, Social Media, NDX AKA, Local MusicAbstract
This study aims to analyze the strategy of local music digitalization through the role of social media in enhancing the popularity of the music group NDX AKA. The focus is on three major platforms YouTube, TikTok, and Instagramwhich act as digital ecosystems shaping the existence of hip-hop dangdut music in the new media era. Using a descriptive qualitative approach within the framework of Marshall McLuhan’s media ecology theory, this research draws from an online survey of 95 respondents and observations of NDX AKA’s official social media accounts. Data analysis was conducted to identify media consumption patterns for audience participation, as well as the relationship between musicians and fans in digital spaces. The findings reveal that YouTube serves as the main distribution medium expanding audiences across regions and countries, TikTok acts as a participatory platform driving virality through sound-based challenges, and Instagram functions as an interactive space maintaining fan loyalty. The synergy of these platforms creates a communication ecosystem that strengthens the existence of local music, transforming passive audiences into active communities preserving cultural continuity
Downloads
References
Akil, R. (2024). Mediatized world in digital music industry: Transformations of music production and distribution. Daengku: Jurnal Ilmu Komunikasi. https://jurnal.ahmar.id/index.php/daengku/article/view/2549
Anantia, A. A. (2023). Effectiveness of digital music platforms’ social media interaction on advertising trust in digital music platforms. Jurnal Manajemen & Bisnis, 22(1). https://www.journalmabis.org/mabis/article/download/624/372
Aulia, S. (2025). Creative economy development strategy through the music industry in Indonesia. Jurnal Kajian Komunikasi. https://jurnal.unpad.ac.id/jkk/article/download/57736/25585
Cao, H., & Humin, X. (2025). Promoting intangible cultural heritage music on TikTok: Short video affordances, participatory design, and cultural simplification. Scientific Reports, 15, Article 9723. https://doi.org/10.1038/s41598-025-09723-3
Cristianto, J. P. (2025). Pemanfaatan media sosial Instagram dalam pemasaran karya musisi Ayom Satria. MEA: Music & Entertainment Archives, 9(2). https://journal.stiemb.ac.id/index.php/mea/article/view/5703
Fatonah, A. R. (2023). The role of social media in guarding environmental issues: Studi netnografi pada akun Instagram @pandemictalks. Jurnalistik dan Media, 1(1), 22–31. https://jurnal.pnj.ac.id/index.php/jjm/article/view/6316
Fatonah, A. R., & Ardiantika, F. N. (2025). Transitioning from gatekeepers to channels: Analyzing media disintermediation by Indonesian officials on YouTube. In Proceedings of the Borobudur Conference on Public Administration (BCPA 2025). Atlantis Press. https://doi.org/10.2991/978-2-38476-517-1_15
Hakim, U., Wibowo, Y., & Putri, D. S. (2024). Integrasi platform media sosial dalam pertunjukan musik tradisional. Resital: Journal of Performing Arts, 25(2). https://journal.isi.ac.id/index.php/resital/article/download/13783/4108
Ikhsano, A., Stellarosa, Y., & Ramonita, L. (2024). Digital communication in music industry: An analysis of Instagram management in Indonesia and Southeast Asia. Jurnal Komunikasi: Malaysian Journal of Communication, 40(4), 521–538. https://www.researchgate.net/publication/387512855
Jantina, N. W. (2023). Pemanfaatan media sosial YouTube dan Instagram untuk pelestarian budaya lokal. Pilar: Jurnal Sosial dan Budaya, 7(1). https://e-journal.unmas.ac.id/index.php/pilar/article/download/6133/4660
Kartikasari, R. D., & Kasiyan. (2024). The existence of Indonesian indie bands in the era of Generation Z: A review and challenges. International Journal of Multicultural and Multireligious Understanding, 11(11), 252–262. https://ijmmu.com/index.php/ijmmu/article/download/6232/5113
Kohardinata, C. (2023). Pengaruh video online-music streaming terhadap literasi digital di Indonesia. Tonika: Jurnal Ilmu Musik. https://journal.stt-abdiel.ac.id/tonika/article/view/527
Lestari, F. U. (2025). Pengaruh social media marketing dan kualitas produk terhadap keputusan pembelian: Implikasi untuk industri musik. PENDAS: Jurnal Pendidikan dan Pemasaran. https://journal.unpas.ac.id/index.php/pendas/article/view/22581
McLuhan, M. (1964). Understanding media: The extensions of man. New York: McGraw-Hill.
Rozi, R. F. (2023). Learning, production and exhibition in digital space: A study on YouTube’s influence on music content. Capture: Jurnal Seni dan Media. https://jurnal.isi-ska.ac.id/index.php/capture/article/view/4657
Qu, S., Zhang, Y., & Li, M. (2021). Music streaming platforms and self-releasing musicians: The case of China. Information, Communication & Society. https://doi.org/10.1080/1369118X.2021.1917795
Verboord, M., & van Noord, S. (2016). The online place of popular music: Exploring the impact of geography and social media on pop artists’ mainstream media attention. Popular Music and Society, 39(1), 59–77. https://doi.org/10.1080/03007766.2015.1061351
Winkler, D., Hotz-Behofsits, C., Wlömert, N., & Papies, D. (2024). The impact of social media on music demand: Evidence from a quasi-natural experiment. Preprint on arXiv. https://arxiv.org/abs/2405.14999
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Amalia Rizky Fatonah, Fitri Nur Ardiantika, Khaylila Safitri, Farel Ziladio Santoso
This work is licensed under a Creative Commons Attribution 4.0 International License.
