Kajian Manajemen Organisasi, Produksi, dan Pemasaran Grup Musik Tiup di Kota Medan: Studi Kasus Mangampu Tua dan Tambunan

Abstract

This magister thesis entitled The Study of Organization, Production, and Marketing Management in Brass Band Ensamble Groups: Case Study in Mongampu Tua and Tambunan. The main question in this research are three aspects, how management application, in (a) organization, (b) production, and (c) marketing in two brass (wind) band group at Medan, mangampu Tua and Tambunan. The researcher use the method in this study of organization, production, and marketing two group wind bands by qualitative method. The technique of this research use: bibliography, social media internet, interview, recording data as audio, visual, and audiovisual. The fieldwork data then analyzed in laboratory, in the perspective management and ethnomusicological science, in the context of scientific multidisciplines. To analyze three main problems in this thesis, I use three main theory: organization management, production management and marketing management. In this research I use some facts as that. (A) The organization management of two wind band group based on Batak Toba tradition management, with the specific process, they adopted the musicians based on patrilineal kinship (marga) and friendly system, meeting with verbal media, not write as notariat acte, the two group in their operations very focused the role of the leader, the musicians majority as freelance player ("pemitn cabutan"). (B) The production management of two wind band groups based on repertoire which always use in Toba Batak musical tradition, to encompaniment some rituals, plus some repertoar of North Sumatran another ethnic musics, Indonesian's national popular musics, and world popular musics. There are variations the group of musicians accordingly to market demand, as simple in sulim and keyboard, the trio vocalist pus keyboard and the full ensamble (wood wind instrument section, keyboard, drum set always plus the gondang sabangunan). (C) The marketing management two brass band groups use the oral media, the group card name, plank, to stability the quality of performance, applied discount the money of performance, variated the performances to equilibrium the economic power of demander, etc.