Digital Economy and Corporate Brand Personality in Building a Sustainable Brand in the Indonesian Music Creative Industry

Abstract

This study explores the role of Economic Digital and Corporate Brand Personality in strengthening Sustainable Brand growth within the creative music industry in Indonesia. In recent years, many local music brands have rapidly gained online popularity but struggled to maintain long-term visibility and relevance, particularly regarding fair royalty distribution and artist welfare. This raises concerns about the lack of strategic brand development rooted in values that can sustain a brand globally and locally amidst rapid digital transformation. Adopting a quantitative approach, the study collected data from 70 respondents, including local music creators, producers, and audiences familiar with Indonesia's independent music scene. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationship between Economic Digital, Corporate Brand Personality and Sustainable Brand. The findings indicate that a strong brand personality significantly contributes to the appeal of local brands and fosters sustainable branding practices through collaborative, agile, and emotionally resonant brand strategies, especially when supported by equitable digital economic practices. The study implies that local music brands must move beyond momentary virality and cultivate clear, authentic brand values, including a commitment to artist welfare and fair digital monetization, to thrive in today's digital and global ecosystem.

Keywords: Economic Digital, Corporate Brand Personality, Sustainable Brand, Industry Music Creative, Indonesia