Penerapan retro-branding dalam proses rebranding Winky Wiryawan menjadi Basement of Heaven = Application of retro-branding in the rebranding process of Winky Wiryawan into Basement of Heaven

Kuock, Chelsea Gabriella (2024) Penerapan retro-branding dalam proses rebranding Winky Wiryawan menjadi Basement of Heaven = Application of retro-branding in the rebranding process of Winky Wiryawan into Basement of Heaven. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan zaman menciptakan banyak perubahan termasuk dalam industri musik. Winky Wiryawan melakukan rebranding dengan retro-branding yaitu suatu proses meregenerasi merek dengan menghidupkan kembali produk yang sudah pernah ditawarkan sebelumnya. Basement of Heaven merupakan sebuah program electronic dance music yang disajikan oleh Winky yang berfokus pada kesan nostalgia dengan menampilkan lagu-lagu dari tahun 1980 hingga awal 2000. Kesuksesan Basement of Heaven dalam menerapkan retro-branding menjadi menarik karena dapat bersaing di tengah banyaknya inovasi baru di industri musik. Oleh karena itu, diperlukan penelitian untuk mengetahui bagaimana penerapan retro-branding dalam proses rebranding Winky Wiryawan menjadi Basement of Heaven. Adapun tujuan dari penelitian ini yaitu untuk mengetahui penerapan retro-branding dalam proses rebranding Winky Wiryawan menjadi Basement of Heaven. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Pengumpulan data penelitian yang digunakan dalam penelitian yaitu wawancara dan observasi non-partisipan, serta studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada Winky Wiryawan dan timnya yaitu Rino Yusuf dan Amir Syaeifuddin. Hasil penelitian menunjukkan bahwa retro-branding yang diterapkan oleh Winky dalam membangun Basement of Heaven didukung juga dengan adanya personal branding yang kuat./The progression of time brings about many changes, including in the music industry. Winky Wiryawan has undertaken rebranding through retro-branding, a process of regenerating a brand by reviving products that were previously offered. Basement of Heaven is an electronic dance music program presented by Winky, focusing on a nostalgic impression by featuring songs from the 1980s to the early 2000s. The success of Basement of Heaven in applying retro-branding is intriguing as it competes amidst numerous new innovations in the music industry. Therefore, research is needed to understand how retro-branding is implemented in the rebranding process of Winky Wiryawan into Basement of Heaven. The purpose of this study is to understand the application of retro-branding in the rebranding process of Winky Wiryawan into Basement of Heaven. This study employs a qualitative approach with a case study research method. Data collection methods used in the research include interviews and non-participant observation, as well as literature review and documentation. Interviews were conducted with Winky Wiryawan and his team, namely Rino Yusuf and Amir Syaeifuddin. The results of the study indicate that the retro-branding applied by Winky in building Basement of Heaven is also supported by strong personal branding.

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