Personal Branding Sebagai Strategi Komunikasi Manajemen Artis Dalam Membangun Eksistensi Musisi: Studi Pada PT. Star Media Nusantara Terhadap Musisi Anggis Devaki

Marassing, Seanyca Putri A. (2026) Personal Branding Sebagai Strategi Komunikasi Manajemen Artis Dalam Membangun Eksistensi Musisi: Studi Pada PT. Star Media Nusantara Terhadap Musisi Anggis Devaki. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi personal branding Anggis Devaki yang dibentuk dan dikembangkan oleh PT. Star Media Nusantara sebagai manajemen artis dalam membangun eksistensinya melalui media sosial : Instagram, TikTok, dan YouTube. Penelitian menggunakan konsep Personal Branding dan Communication Strategy (Strategi Komunikasi). Metode yang digunakan adalah pendekatan kualitatif deskriptif. Data diperoleh melalui wawancara mendalam terhadap enam narasumber dari divisi Marketing Communication PT. Star Media Nusantara, dan dokumentasi. Hasil penelitian menunjukkan bahwa personal branding Anggis Devaki dibangun melalui proses strategi komunikasi yang diawali dengan identifikasi karakter asli, pemetaan citra diri, perencanaan pesan, serta kolaborasi lintas divisi. Identitas yang dibangun menempatkan Anggis sebagai musisi pop ballad muda dengan karakter girly, playful, emosional, dan autentik. Implementasi strategi dilakukan melalui kombinasi aktivitas online dan offline, dengan media sosial sebagai sarana utama untuk membangun identitas visual, meningkatkan engagement, serta menciptakan hubungan emosional dengan audiens. Penelitian ini menyimpulkan bahwa strategi komunikasi yang terencana, konsisten, dan autentik berperan penting dalam membangun, mengelola, dan mempertahankan personal branding serta eksistensi Anggis Devaki di industri musik digital. Kata Kunci: Personal Branding, Strategi Komunikasi, Manajemen Artis, Media Sosial, Eksistensi Musisi / This research aims to determine the personal branding strategy of Anggis Devaki which was formed and developed by PT. Star Media Nusantara as artist management in building its existence through social media Instagram, TikTok and YouTube. The research uses the concepts of Personal Branding and Communication Strategy. The method used is a descriptive qualitative approach. Data was obtained through in-depth interviews with six sources from the Marketing Communication division of PT. Star Media Nusantara, and documentation. The research results show that Anggis Devaki's personal branding was built through a communication strategy process that began with identifying original characters, self-image mapping, message planning, and cross-division collaboration. The identity that is built places Anggis as a young pop ballad musician with a girly, playful, emotional and authentic character. Strategy implementation is carried out through a combination of online and offline activities, with social media as the main means for building visual identity, increasing engagement, and creating emotional connections with the audience. This research concludes that a planned, consistent and authentic communication strategy plays an important role in building, managing and maintaining Anggis Devaki's personal branding and existence in the digital music industry. Key Words : Personal Branding, Communication Strategy, Artist Management, Social Media, Musician Visibility.

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