Rah Utami Nugrahani STRATEGI PENGGUNAAN MEDIA SOSIAL SAUNG ANGKLUNG UDJO DALAM MENGKOMUNIKASIKAN ESTETIKA BAMBU

Abstract

Saung Angklung Udjo (SAU) is a performance venue that was founded in 1966 by UdjoNgalagena and has
stood until now for one of them aimed at communicating bamboo music, in this case focusing a lot on
angklung, as Indonesia’s cultural wealth, especially West Java. To further develop themselves, SAU also
began to move in the online field, which in this case was specifically done through social media, especially
Youtube and Instagram. To find out more about SAU’s social media strategy in communicating SAU’s aesthetics,
observations, interviews and literature studies were conducted. After taking the data which is then processed
by qualitative methods, the following results and discussion are obtained: SAU conducts all publications
and documentation related to on-site performances to be uploaded via Instagram and Youtube, SAU
collaborates to increase the popularity of bamboo music, with one of them picking up composer Eka Gustiwana
is able to produce fresh works that are accessible to the public, SAU re-arranged to make bamboo music
familiar, especially among Western music listeners, and this strategy is also generally a form of angklung
preservation in its position as Intangible Cultural Heritage of Humanity by UNESCO version which was passed
in 2010.