“Holdtones”: Branding and Positioning Strategy of Brass Band in the Indonesian Music Industry

This research examines the branding and positioning strategy of Holdtones, a brass band from Yogyakarta, in creating a unique space with Indonesia’s competitive music industry. Using W. Chan Kim and Renée Maubogne’s Bule Ocean Strategy framework and qualitative case study methodology, this research analyzes how Holdtones differentiates itself through instrumental brass band arrangements of popular and regional Indonesian songs. The findings reveal three key strategic moves: eliminating conventional elements (vocalist and lyrics), enhancing musical complexity through sophisticated arrangements and harmonization, and creating cultural value by reinterpreting regional music in brass format. Holdtones successfully leveraged social media platforms, achieving over 16 million vies on TikTok, which translated into real-worls performance opportunities at major festivals. The research identifies low direct composition and cultural preservation positioning as primary advantages, while listener education and personnel management emerge as main challenges. This study demonstrategs how independent musicians can create uncontestes market space through format innovation and digital-first strategies, offering insights for alternative approaches to sustainibility in Indonesia’s music industry while contributing to cultural preservation through creative reinterpretation of traditional music.