ROCK MUSIC IN FORMATION OF FAN BEHAVIOR (A CASE STUDY OF SLANK FANS CLUB CENTER)

Abstract

Music is a work of art that exists and develops in society, in its development music gave birth to many diverse genres/types, one of which is the rock music genre. Rock music, which is one of the popular music genres globally, certainly has many fans whose behavior is shaped by rock music so researchers are interested in researching rock music. The purpose of this study is to find out how rock music impacts the formation of rock fan behavior and to find out what fan behavior is formed from rock music. This study uses a qualitative descriptive research approach with case study methods. Data was collected by conducting interviews, documentation and literature studies. The results obtained through this research is that music is a form of mass communication, and mass communication is one of the places to carry out persuasive communication activities. Rock music impacts fan behavior through various elements in music, but the elements that have an essential influence are lyrics and arrangement. Lyrics have a significant impact in shaping behavior because they are considered honest and represent the fans who want freedom. This freedom is voiced by rock music so that fans experience a sense of justification for being naughty. Rock music arrangements that are difficult to hum but have much aesthetic meaning bring fans deeper into rock music because of the uniqueness of the arrangement. In rock music, the messages mainly conveyed represent various life problems and conflicts. Fans feel represented to absorb persuasive messages in rock songs and practice them in life. The behavior of fans formed is an attitude to appreciate a work, mature nature and have the freedom to dress.