Strategi Komunikasi Seventeen Dalam Mempromosikan Album Baru

Abstract

This study examines the phenomenon of communication strategies between idols and fans in Kpop, using Seventeen as an example of a group successfully implementing these strategies.
Founded by Pledis Entertainment in 2015, Seventeen is known not only for their energetic music
and complex choreography but also for their active participation in the creative process. They
have not merely established typical relationships with fans but have successfully created a
cohesive and dedicated community. This success is supported by unique communication
strategies, including active use of social media and special events to promote new albums.
Through a qualitative approach and literature review of six scholarly articles, two main
strategies employed by Seventeen were identified: leveraging social media and organizing
special events. This research contributes insights into how Seventeen communicates with fans to
promote their new albums.