STRATEGI PERSONAL BRANDING : SEBAGAI UPAYA PERTAHANAN PENYANYI KERONCONG GENERASI MUDA DALAM MELESTARIKAN MUSIK KERONCONG DI INDONESIA

The music world is increasingly growing. In Indonesia the development of music seen from the proliferation of various types of singers. Some are becoming a trend such as a pop singers, dangdut singesr, jazz singers, and rock singers. All of them have a number of fans who are not a bit, so it helps them to remain exist in the Indonesian music. But if you look from a wider perspective, the type of singer not only those. There are several genre of music, including the music keroncong. Keroncong is one of Indonesia’s origin music evolved since Portuguese era (Sopaheluwakan 2008, h.12).

Pictures a.1.Hasil survei diskusi musik yang sering di bicarakan di Indonesia

Sumber : Nolimit.com

The existence keroncong singer in Indonesia at this time, can be said to be less desirable. This is evident from the data presented below indicating the absence keroncong singer name that goes into the music survey results.
Based on the results of the above survey, only a few singers in particular that dominates the flow of music (Pop, RnB, Jazz) and in this case there is no Keroncong. This condition is not favorable for the existence of keroncong in Indonesia because of the potential to bring the stereotype that Keroncong is minority. To make kroncong no longer minorities and to preserve and restore kroncong in position, one of the concrete efforts that have been made by the Indonesian government in the academic community college is to organize Keroncong Solo Singing competition at the National Student Art Week (PEKSIMINAS). Through the National Student Art Week, can bring young generation keroncong singer, which in turn can potentially continue the existence of keroncong in Indonesia.
To make young generation keroncong singer can preserve Keroncong, they need a reception or the ability to compete in the music industry in Indonesia through a specific strategy. In the science of communication, there is a study that will help the individual to make a distinction from other individuals in order to remain confident with passion possessed to be able to keep interacting with anyone, it is called Personal branding. Personal Branding is used as one of the individual strategies for creating self characteristic, which can be accepted by the public. So that personal branding, can show their identity in the eyes of others. Then, keroncong singer can maintain contact with both and allow for better interpersonal communication (Montoya, 2002).
Personal branding has been widely used by many singers. A worker in the services sector that has a good image and accompanied with high credibility will be preferred by consumers and make it more prominent than its competitors. This shows that personal branding is not only related to the sale value themselves but also with regard to the establishment of a positive character (Miller, 2006). Some of the benefits obtained by someone who does personal branding them became top of mind, increase trust and authority over others, gain prestige, more interesting, add value, gain recognition, the association with the trend, and increase revenue potential (Montoya, 2002, p. 23). Montoya says there are some law or an element of personal branding strategy, ie, specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill.
One example of personal branding strategy by the author as a participant in the keroncong competition PEKSIMINAS XII. In essence, the author wanted to show the person as a singer kroncong simple, friendly, sociable, but still seems attractive through the middle of the neighborhood friendship, who are less open with Keroncong. As seen in the implementation of elements – elements of personal branding that is applied by the author. In terms of specialization, the author has specialization in vocal kroncong and use wardrobe that is simple but still seem glamour. In leadership, in the author’s daily life often serve as chairman or person to coordinate the various activities, as well as in stage I always do the ethical stage , guide players and giving honour to the audience. In terms of personality, the authors sought personal conveniently indicates that simple, friendly, and fun. As well as the appearance of the author always trying to look pleasantt. In the principle of unity and visibility, the author always trying to blend in, and show themselves to the activity of the social environment in order to improve the quality of social relationships and community trust. In terms of persistence and goodwill, I commit to always be consistent fatherly running a personal branding strategy that, in order to create a definite identity that can be accepted in society.
It can be concluded that to preserve Keroncong, it takes a concerted effort, not just the active efforts, but also participatory efforts, by respecting and supporting the presence of Keroncong artists (singer and player), so that the it can realiz the reception Keroncong in the public’s mind. It is expected that the final result is the return position get Keroncong in its portion as one of the musical pride in Indonesia.