An Analysis Of Digital Marketing Communication Strategies Used By The Indie Band Colorcode

Abstract

This study examines the digital marketing communication strategy of the Indonesia indie band Colorcode. Using the Philip Kotler framework of marketing and the Strategic Digital Marketing Communication (SDMC) model integrating Segmentation, Targeting, and Positioning (STP) with the 7P Marketing Mix, the study analyzes how Colorcode navigates the digital ecosystem. The research employs a mixed-methods approach that combines document review, platform analytics (Spotify, Instagram, YouTube), and qualitative interviews with band members and fans. The findings indicate that Colorcode targets young audiences aged 17–25 across Java. Their digital marketing mix leverages platforms like Instagram and Spotify for promotion, distribution, and community building, alongside merchandise, music releases (EPs, Singles), and live performances.The band strategically uses music addressing themes like the quarter life crisis to resonate culturally with their target audience. The research identifies both supporting factors (digital accessibility, targeted content, cultural relevance) and potential challenges within its digital communication. The study offers practical recommendations for emerging artists seeking to maximize fan engagement and brand loyalty through integrated digital strategies, and contributes to theoretical discourse by illustrating the dynamic interplay between STP and 7P within the SDMC paradigm.