Digital Communication in Music Industry: An Analysis of Instagram Management in Indonesia and Southeast Asia

The purpose of the study is to explore the digital communication in Indonesia and ASEAN music industry as seen on the @playmusicindonesia and @axeanfestival Instagram accounts. The selection of the two accounts is due to the number of followers and the nuances of Indonesian and ASEAN music that still need to be learned from other Asian countries, such as South Korea. The concepts used are symbolic interaction theory, to dissect the meaning of symbols and their relationship with the self-concept of music fans and the concept of pop culture to ensure the reality of music as popular culture in Indonesia and ASEAN. The study used is qualitative methodology by conducting a comparative analysis of two social media accounts with data generated from five discussion group interviews. The findings answer three research questions: digital communication in Indonesia and ASEAN is still very segmented, hence it has not been able to possess an official license for carrying out global promotions. Indonesian music reflects the self-concept of its supporters, so that it is easily adapted in Malaysia which has cultural similarities; while ASEAN music is still in the process of developing its patterns through symbolic interactions. The representation of Indonesian music as a facet of popular culture has not been equally recognized within the broader ASEAN context.