Institutional Repository UIN Sunan Kalijaga YogyakartaART MARKETING PADA KOMUNITAS WEST SUMATERA SOUND AESTHETIC (WESSA) DALAM MEMPROMOSIKAN MUSIK KLASIKNIM.: 22107030012Adinda Kusuma PutriauthorThis study examines art marketing within the West Sumatera Sound Aesthetic (WESSA) community in promoting classical music in West Sumatra. Classical music is still often perceived as an exclusive, boring genre that is distant from the general public, especially the younger generation, so in the digital age, this genre faces a major challenge in retaining its audience due to digital platform algorithms that tend to prioritize popular music. This situation calls for communicative and inclusive promotional strategies; therefore, this study aims to describe and analyze the art marketing strategies implemented by the West Sumatera Sound Aesthetic (WESSA) community in promoting classical music in West Sumatra. This study employs a descriptive qualitative method, with data collected through in-depth interviews and documentation, then analyzed through the stages of data reduction, data presentation, and drawing conclusions, and its validity was tested using source triangulation. The results show that WESSA applies four art marketing approaches from Kotler and Scheff: marketing mindset, audience development, the artistic experience, and the promotion mix. In terms of marketing mindset, WESSA positions itself as a cultural facilitator that prioritizes educational value over hard selling, while audience development is carried out systematically through research into audience needs, the artistic experience is built on knowledge, authenticity, and collective engagement; and the promotional mix is implemented through advertising, personal selling, direct marketing, public relations, and sales promotion. These findings confirm that WESSA can strive to balance promotional efforts with the preservation of the artistic value of classical music. Keyword: Art marketing, Classical music promotion, WESSA, Art community, Marketing communications.Ilmu Komunikasi2026-08-03UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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