Exploring Coping Strategies (Achieved) in the Phenomenon of the Malay Local Music Industry Revolution on Social Media: A Constructivist Grounded Theory Approach

In recent times, the influence of social media networking sites has been seen to play an important role in the local Malay music industry. Social media platforms are not only seen to be able to have a positive impact but also hurt the production of music content from the distribution and consumer segments. The main objective of this study is to build a paradigm model for the phenomenon of social media networking sites for local Malay music artists, based on the comprehensive experience of those involved and selected in the Malaysian music industry and involvement in social media networking sites. However, this study will focus on the effects of coping strategies achieved in the revolutionary phenomenon of the local Malay music industry on social media sites. Through the Constructivist Grounded Theory approach, research has been able to gather data from in-depth interviews with music industry actors, including artists, producers, composers, lyricists, music lecturers, media lecturers, announcers, journalists, art activists as well as content analysis from social media platforms that relevant. The results of the study have also found some effects from the coping strategies achieved which are (1) Increased followers and viewers; (2) Music Industry Success Status; and (3) an Impact of Industry Appreciation. This study offers new insight into the survival of the Malay music industry in the digital era, especially on social media sites, highlighting how adaptation to social media is a critical factor in determining the success and sustainability of the local Malay music industry. This research is seen to make an important contribution to our understanding of the transformation of the Malay music industry in the digital era, highlighting the complexity and dynamics of cultural, economic, and technological adaptation as a result of the existence of new emerging themes.