ABSTRAK
Hampir setiap hari, masyarakat disuguhkan dengan kehadiran penyanyi-penyanyipendatang baru dengan penampilan, gaya, dan jenis musik yang nyaris sama satudengan lainnya. Menjadi ikon, terkenal, mencetak hits single, lalu dalam beberapabulan kemudian tenggelam oleh eksistensi penyanyi lama dan kehadiranpendatang baru lainnya. Mereka seakan sulit meniti siklus karier yang panjang.Mereka diduga tidak mampu mengidentifikasi dan menganalisis faktor-faktorpenting bagi penyanyi pendatang baru untuk bersaing di industri musik. Dengantipologi strategi generik Porter, pembobotan dengan AHP, analisis SWOT padastudi kasus, diperoleh prioritas faktor pada diferensiasi : keunikan/ciri khas,kemampuan inovasi, sumber daya penunjang, kreatifitas, skill dan musikalitas,nilai komersil. Kepemimpinan biaya : karakter, nilai komersil, skill danmusikalitas, semakin banyaknya studio musik digital. Fokus : skill danmusikalitas, kreatifitas, semakin banyaknya perusahaan rekaman, perkembangankomunitas.

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ABSTRACT
Almost every day, people served by presence of newcomer singers withperformance, style, and type of music that was almost equal to each other.Become an icon, famous, scoring hits singles, and then a few months laterdrowned by old singer existence and presence of other newcomers. They are asdifficult to pursue a long career cycle. They allegedly are not able to identify andanalyze the important factors for newcomer singers to compete in music industry.Therefore, the purpose of this paper is to identify and analyze the importantfactors. With Porter's typology of generic strategies, weighting using AHP,SWOT analysis on the case study, obtained priority factors of differentiation:unique/ distinctive characteristics, innovation capability, supporting resources,creativity, skill and musicality, commercial value. Cost leadership: character,commercial value, skill and musicality, the increasing number of digital musicstudio. Focus: skill and musicality, creativity, the number of record companies,the development community.