STRATEGI KOMUNIKASI PEMASARAN DIGITAL LABEL MUSIK INDIE (Studi Kasus Konten Digital Campaign “Lunora” dengan Model 5M’s of Content Marketing)

Since 2020, Isyana Sarasvati has established Redrose Records as an independent record label, continuously strengthening its artistic identity through sustainable digital strategies, from its first album, Unlock The Key, to its fifth album, Eklektiko. Lunora serves as the opening chapter of the album and introduces the subsequent chapters, Mamiu, Cecilia, and Abadhi. Amid the rapid digitalization of the music industry, the presence of 143 million social media users in Indonesia (DataReportal, 2025) and the dominance of users aged 18–35 years (Start.io, 2024) underscore the importance of implementing relevant, adaptive, and sustainable content strategies. This study aims to analyze the content marketing communication strategy employed by the independent record label Redrose Records through its Instagram account (@redrose.records) in the digital campaign for the Lunora chapter using the 5M’s of Content Marketing framework, consisting of Mindset, Matching, Moment, Monopoly, and Multi Screen. The study adopts the 5M’s of Content Marketing proposed by Setiawan and Savitry (2016) as its primary theoretical framework, supported by the step-by-step content marketing model developed by Kotler et al. (2017). A qualitative method with a case study approach was employed. Primary data were collected through in-depth interviews with the Head of Marketing of Redrose Records, the Marketing & Social Media Team of Redrose Records, and the Manager of Program and Project Sustainability at Sosialoka, who were selected using purposive sampling. Secondary data were obtained through documentation. Data were analyzed using the Miles and Huberman interactive analysis model, consisting of data collection, data reduction, data display, and conclusion drawing. The findings reveal that Redrose Records' digital campaign for Lunora demonstrates the implementation of the five principles of the 5M’s of Content Marketing. The strategy includes collaborative brainstorming, goal setting, aligning the brand mission with the characteristics of collaborating artists, storyline development, audience mapping, leveraging strategic moments, content differentiation through the Purple Cow strategy, a rapid release schedule, positioning selected singles as title tracks, implementing build-up content and content banking, and distributing content primarily through Instagram while engaging external stakeholders, including key opinion leaders (KOLs), media partners, buzzers, influencers, and fan communities. The implemented strategy was subsequently evaluated to identify areas for improvement and to support the development of future digital marketing campaigns.