Termasuk sebagai band independen yang tidak memiliki dana yang banyak untuk kegiatan promosi seperti band major label, Elephant Kind sukses dalam menjual rilisan album City J dengan memanfaatkan media sosial sebagai sarana promosi. Memiliki target market generasi millennials, Elephant Kind berhasil membangun konten-konten yang engaging dengan para penggemarnya, dan bisa dikatakan berhasil menggunakan social media marketing secara efektif. Elephant Kind sukses dalam menerapkan model perilaku konsumen AISAS Awareness, Interest, Search, Action, Share kepada para penggemarnya, yang membuat Elephant Kind semakin dikenal dan diakui di skena musik independen di Indonesia.

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Abstract As an indepenen music group that has a limited promotion budget, unlike the music group from major label, Elephant Kind successfully sold their album, City J, with using social media as their promotional tools. With millennials as their main target, Elephant Kind successfully build some enganging contents for their listeners, and they did an effective social media marketing. Elephant Kind also applied AISAS model Awareness, Interest, Search, Action, Share to their listener, in which made Elephant Kind increase their existence and recognition in Indonesia's independen music scene.