Implementation of Sustainable Marketing in Performing Arts

Author (s) : Muhammad Khaidir Ali
Institution : Institute of the Arts Yogyakarta, Indonesia
Category : Article, IJMMU
Topics : Implementation; Sustainable Marketing; Performing Art; Wayang Sampah; Marketing

The lack of awareness of performing arts artists about the impact of their work on the environment and society is a gap in finding an alternative and innovative marketing strategy. This research aims to present the latest solution for performing arts marketing, namely sustainable marketing. This phenomenon is still not widely recognized for its urgency and no one has reviewed it in previous research. This research tries to answer the question of how to implement sustainable marketing in performing arts. The question is tried to be answered with a qualitative approach through a case study on performing arts by Wayang Sampah Community. Observations on literature and previous documentation produce a correlation between sustainable marketing and Wayang Sampah performing arts. The results showed the implementation of sustainable marketing in the Wayang Sampah performing arts. Some indicators that clarify the relationship between the two are (1) the existence of environmentally friendly elements of the performing arts, (2) the discourse in the performance story is full of social values, and (3) workshop activities carried out as a sustainable effort. This study shows the urgency of an alternative and innovative strategy in performing arts as an effort to increase positive value to consumers, which in this case is the audience.

Article can be downloaded here >> https://ijmmu.com/index.php/ijmmu/article/view/6731/5438