STRATEGY TO POPULARIZE HIP-HOP MUSIC THROUGH DIGITAL PLATFORMS IN JAYAPURA PAPUA
Abstract
Currently, hip-hop music is very active in eastern Indonesia, including in Papua. Hip-hop music seems to be the identity and hallmark of the musical tastes of the Papuan youth. Hip-hop music is so popular that eventually many people work in the Hip-hop music field. Therefore, this article focuses on the development of hip-hop music in the city of Jayapura, the emergence of a community of hip-hop music lovers and activists and the ways that have been developed to popularize Hip-hop music in Papua. The research method used is qualitative descriptive, with a combination of field research data collection techniques with literature study. The research instrument used in this research is the researcher as the main instrument, and as a supporting instrument, a sound and image recording device is also used along with a fieldnote which functions as a reflection tool while in the field. Data analysis includes the stages of data reduction, data display, and drawing conclusions. The results showed that Hip-hop was very much in demand by young people in Jayapura, Papua. Because in this hip-hop music does not limit them in expression and creation. Then hip-hop music is identical with black people who make it part of their identity. Then the hip-hop music popularity strategy developed by rappers in Papua is to publish their work through digital platforms such as YouTube, Spotify
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