PERAN MEDIA YOUTUBE TERHADAP EKSISTENSI LAGU POP MINANG TAHUN 2023-2025
DOI:
https://doi.org/10.24036/2k5dss16Keywords:
YouTube, existence, Pop MinangAbstract
This thesis examines the role of YouTube in the existence of Minang Pop songs during 2023-2025 through triangulated interviews with producer Erwin Agam, songwriter Amri Damanin, and singer Big Heru, revealing strategies of genre-specific channel consistency, Minang language thumbnail-title optimization, and 15-second viral Shorts driving millions of views from the Minang diaspora in Malaysia-Singapore, creating holistic success indicators (nostalgic hometown comments, stable subscribers, 200-300% increase in international gigs), outperforming Spotify-Joox with free all-ages audio-visual format preserving cultural identity despite risks of permanent proverbial errors, transforming local musicians into digital entrepreneurs with 3x CD/DVD era monetization, proving YouTube as a complete ecosystem for modern Minang Pop renaissance through being (actual existence) and social recognition.
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