PENYELENGGARAAN CAMPAIGN MODEL 5M'S DALAM INDUSTRI MUSIK LEWAT MEDIA SOSIAL (Analisis Isi Pada Campaign Aruma ft Raim Laode dan Aziz Hendra di Platform X)

Social media users in Indonesia continue to increase every year, with active users reaching 170 million in 2021, 191.4 million in 2022, and 167 million in 2023 [Hootsuite, 2023]. Content marketing is proven to have a positive impact on product awareness and interaction on social media [Bambang and Gersom, 2020]. Socialoka.id, a digital music agency established in 2018, is the focus of this research to evaluate the effectiveness of content marketing strategies. This research compares two music campaigns, X activation Aruma ft Raim Loude with the song “Ekspetasiku” and Aziz Hendra with the song “No More You and I”, using the communication effectiveness principles of the five M's of content marketing: Mission, Message, Media, Measurement, and Money. The method used is descriptive qualitative content analysis. The results showed that Aruma ft Raim Loude campaign with the song “Ekspetasiku” achieved a higher level of success in each component of the five M's than Aziz Hendra's campaign. This success is characterized by higher engagement rate, reach, and user interaction on social media. This approach is recommended for future content marketing strategies in the digital music industry in Indonesia.