Personal Branding Strategy of Minang Pop Music Group in Improving Reputation

Abstract

The intense competition within music industry in Indonesia encourages musicians to have distinctive, unique, and characteristic features that distinguish them from other musicians. Building these characteristics requires the implementation of personal branding to improve their reputation. This research aims to find out personal branding strategy of Minang pop music groups in improving their reputation. The approach used in this research is a case study of one of the music groups from West Sumatra, namely Orkes Taman Bunga. This research design uses descriptive qualitative research method, collecting data through the process of observation, interviews, document studies, and literature studies. Based on the research, it is concluded that personal branding strategy of Orkes Taman Bunga uses indicators of seven personal branding characteristics according to Mateusz Grzesiak, namely Authenticity, Integrity, Consistency, Spesialization, Distinctiveness, Relevant, and Performance. The most significant finding of this research is that Orkes Taman Bunga’s personal branding strategy has been successful in improving their reputation over the past decade. This is evidenced by the increase in performance offers, their participation in national-scale events/festivals, and the expansion of their market reach in terms of both age and regional origin of their fans base.