STRATEGI CONTENT MARKETING UNTUK MEMBANGUN BRAND AWARENESS DALAM INDUSTRI MUSIK COVER (Studi Kasus Instagram Cover Clearance)

The cover music industry is growing rapidly with the support of digital platforms such as YouTube, Instagram and TikTok. Social media has given birth to many new artists, including cover singers. However, the emergence of cover artists often leads to conflicts with original musicians regarding royalty rights. To address this issue, Cover Clearance was launched as a platform that connects content creators with song licensees, creating a legal and safe ecosystem for the cover music industry. Cover Clearance utilizes social media, especially Instagram, to introduce its new function as a unifier in the cover music industry.

This research applies to Regina Luttrell's The Circular Model of SOME Theory. According to Hamdani (2023), The Circular Model of SOME The presence of this theory aims to facilitate social media practitioners in planning communication using social media platforms. The Circular Model of SOME includes four important aspects of social media management, namely; share, optimize, manage, and engage.

This research uses a qualitative research approach, with a descriptive type and uses a case study method. The object of this research is the content marketing management strategy of Instagram @cover.clearance which is analyzed using 4 aspects of The Circular Model of SOME Concept, The data of this research was obtained through interview techniques with internal Cover Clearance and documentation techniques through Instagram @cover.clearance. Source triangulation is used to ensure data validity.

The results of this study reveal the content marketing management strategy carried out by Cover Clearance to build brand awareness in the cover music industry through Instagram using The Circular Model of SOME concept. The implications of these findings highlight the importance of understanding social media management strategies to build brand awareness and reach more audiences by going through the share, optimize, manage, and engage.