Augie Bahtiar Rahman, Bintang Pramudya Putra Pratama, Didit Prasetyo Nugroho

PERANCANGAN VIDEO MUSIK BERJUDUL "SIDE BY SIDE" SEBAGAI MEDIA PROMOSI BAND SLOWRIGHT

Introduction

Perancangan video musik berjudul "side by side" sebagai media promosi band slowright. Rancang video musik 'Side by Side' untuk promosi band Slowright (reggae, ska, rap, hip hop) dari Malang. Visualisasi persahabatan dengan estetika hip-hop 90-an, perkuat citra band.

Abstract

The development of the digital music industry has opened up new opportunities for independent musicians like Slowright, a band from Malang with reggae, ska, rap, and hip hop fusion genres, to promote their work. Music videos have become a crucial promotional medium because they can convey the narrative, identity, and aesthetic values of a musical work. Therefore, this research aims to design and produce the "Side by Side" music video for the Slowright band as an effective promotional tool. The method used is descriptive-qualitative with a 5W+1H approach. Data collection was carried out through interviews with band members, observation of music video trends, and documentation of song lyrics and band branding. Data analysis was used to identify visual needs that match the character of the song "Side by Side," understand the band's visual communication style, and recognize the aesthetic preferences of the target audience. The results show that the music video design was successfully implemented, where the main message of the song about loyalty and friendship was visualized with a casual and cinematic concept inspired by 90s hip-hop aesthetics. The production process was carried out at Toko Avia and Eleven Clan Burger in Malang on June 20, 2025. The final music video has a resolution of 4K UHD 3840 x 2160 in H.264 format. This video not only serves as an aesthetic promotional medium but also strengthens the band's image and provides a practical contribution to students.

Review

This paper addresses a highly relevant topic in the contemporary music landscape: leveraging music videos for band promotion, especially for independent artists navigating the digital music industry. The focus on Slowright, a band with a unique genre fusion, and the specific aim to design an "effective promotional tool" through the "Side by Side" music video, clearly articulates the research's practical significance. The abstract effectively sets the stage by highlighting the strategic importance of music videos in conveying narrative, identity, and aesthetics, positioning them as crucial assets for artist promotion. The methodological approach, employing descriptive-qualitative research with a 5W+1H framework, appears suitable for a design-oriented project focused on creating a media product. The data collection methods, including interviews with band members, observation of music video trends, and documentation of lyrics and branding, are appropriate for gathering comprehensive insights into the band's needs and the target audience's aesthetic preferences. The reported results indicate a successful design implementation, translating the song's themes of loyalty and friendship into a casual, cinematic visual concept inspired by 90s hip-hop aesthetics, culminating in a 4K UHD video production. While the abstract demonstrates a successful design and production process, a notable area for deeper exploration in the full paper would be a more robust evaluation of the video's *effectiveness* as a promotional tool. The abstract claims it serves as an "aesthetic promotional medium" and "strengthens the band's image," but it lacks details on how this promotional efficacy was measured or evidenced beyond its aesthetic qualities. Further, the claim of providing a "practical contribution to students" is vague and could benefit from elaboration on the specific educational or skill-development aspects. Future research could focus on post-release analysis of the music video's actual impact on audience engagement, reach, and brand perception to fully validate its promotional claims.

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