KURNIAWAN, SYAHRUL (2025) PERANCANGAN MEDIA PROMOSI PADA COVER SINGLE LAGU BAND TIMEKEEP. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The design of promotional media for the single cover of the song “CHANGES” by the band Timekeep aims to strengthen the band's visual identity while enhancing its promotional appeal to the target audience. The song “CHANGES” carries themes of loss and emotional transformation, which are visualized through a digital illustration approach with a dark emotive style. This design project employs a qualitative method, collecting data through observation, interviews, literature studies, and documentation. The final outputs include cover art, promotional posters, merchandise, and social media content, all consistently developed using visual elements such as color, typography, and illustration that reflect the emotional narrative of the song. The promotional strategy applies the AISAS (Attention, Interest, Search, Action, Share) model, which aligns with the media consumption behavior of teenagers and young adults. Through the integration of digital and physical media, this design delivers not only a strong visual presence but also an effective emotional communication. This project is expected to serve as a reference for creative and communicative promotional media development in the independent music industry, tailored to both the character of the work and its intended audience. Keywords: Design, Promotional Media, Cover Art, Digital Illustration. Perancangan media promosi untuk cover single lagu “CHANGES” dari band Timekeep dilakukan sebagai upaya untuk memperkuat identitas visual sekaligus meningkatkan daya tarik promosi terhadap audiens sasaran. Lagu “CHANGES” mengusung tema kehilangan dan proses menerima perubahan, yang divisualisasikan melalui pendekatan ilustrasi digital bergaya dark emotive. Dalam proses perancangan, digunakan metode pendekatan kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, studi literatur, dan dokumentasi. Hasil rancangan meliputi desain cover lagu, poster promosi, merchandise, serta konten media sosial yang dirancang secara konsisten menggunakan elemen warna, tipografi, dan ilustrasi yang mendukung narasi emosional lagu. Strategi promosi menggunakan pendekatan AISAS (Attention, Interest, Search, Action, Share) yang relevan dengan perilaku konsumsi media digital remaja dan dewasa muda. Melalui kombinasi antara media fisik dan digital, rancangan ini tidak hanya menyampaikan visual yang kuat, tetapi juga membentuk komunikasi emosional yang efektif. Perancangan ini diharapkan dapat menjadi referensi dalam pengembangan media promosi musik independen yang kreatif, komunikatif, dan sesuai dengan karakter karya serta target audiens. Kata Kunci: Perancangan, Media Promosi, Sampul Lagu, Ilustrasi Digital.
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