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Abstrak :
Penelitian ini membahas price formation pada komoditas #SobatAmbyar yang terjadi di ruang virtual world. Penelitian sebelumnya mengungkapkan bahwa faktor pendorong bangkitanya komoditas Contemporer Ethnic Music akibat dorongan pemerintah sebagai aktor utama dan kualitas intrinsik dari produk yang ditawarkan. Namun, kekuatan fanbase yang saat ini dominan pada interaksi fanbase berbasis digital belum banyak dibahas. Peneliti berargumen bahwa pasar musik etnik kontemporer eksisiting kembali bukan hanya karena faktor pemerintah (makro), sistem produksi (meso), melainkan adanya price formation yang berasal dari interaksi fanbase (mikro) di ruang digital. Penelitian ini menggunakan konsep Beckert’s tentang The Market From Meaning Model sebagai pisau analisis. Metode penelitian yang digunakan adalah mix-methods in Social Network Analysis (SNA) dengan mengkombinasikan pendekatan kuantitatif dan kualitatif melalui Social Network Analysis (SNA) dan Textual Network Analysis (TNA). SNA digunakan untuk memetakan aktor-aktor dalam tagar #SobatAmbyar. TNA digunakan untuk memetakan relasi teks dan mengungkap makna dalam tagar #SobatAmbyar. Penelitian ini menggunakan Gephi dan WORDij sebagai aplikasi pengumpulan dan analisis data digital. Temuan dalam penelitian ini bahwa komoditas pasar musik etnik kontemporer dapat eksis kembali akibat adanya kelekatan emosional pada fanbase Sobat Ambyar, kemajuan teknologi, dan faktor entertainment yang mendorong untuk mengkonsumsi produk budaya. ......This article discusses the rising of Indonesian Contemporary Ethnic Music market through the exploration of #SobatAmbyar commodity in virtual world space. Previous research explained that the driving forces behind of the Contemporary Ethnic Music market was encouragement of government as the main actor and the intrinsic quality of the product. However, for the commodity market in the digital space, the power of fansbase has not been widely explored. This article argues that the rise of the Contemporary Ethnic Music market is not only due to government factors at the macro level, the production system at the meso level, but also the price formation that comes from fanbase interactions at the micro level in digital space. This study uses Beckert’s concept of The Market From Meaning Model. This research used mix-methods in Social Network Analysis (SNA) by combining quantitative and qualitative approaches through Social Network Analysis (SNA) and Textual Network Analysis (TNA). SNA used to map actors in the hashtag #SobatAmbyar. TNA used to map text relations and reveal the meaning about hashtag #SobatAmbyar. This study uses Gephi and WORDij as digital data collection and analysis applications. The findings in this study are that contemporary ethnic music market commodities can re-exist due to emotional attachment to the Sobat Ambyar fanbase, technological advances, and entertainment factors that encourage consuming these cultural products.

Abstrak :
The traditional music of Talempong Batuang is a cultural manifestation in rural community of Sungai Cocang, Silungkang Oso, Sawah Lunto. The music can be played individually or in ensemble. The musical instrument consists of one segment of bamboo whose skin is peeled to make some strings where both ends are supported. The strings produce humming sound when beaten‘ Talempong Batuang musical instrument has soft character of sound and the melody is simple that suggests a sense of peace to the listeners. The song repertoire comes from the melody of typical songs from Sungai Cocang, Silungkang Oso that have distinctive character of Talempong Batuang, so the melodies are always welcomed by the community. It is needed as a form of entertainment in various contexts of ceremonies in the community, such as wedding receptions, social events in the community, entertainment ofbakongsi (group work) in the rice fields, and family entertainment (private) at home. Specificity contained in Talempong Batuang music has its own special attraction, in terms of organology and system of play.