Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura

Hasbil Haqqy Arif ; Moh. Muttaqin
Jurnal Riset Rumpun Seni, Desain dan Media 📅 2026 Vol 5, No 1 🔗 DOI: 10.55606/jurrsendem.v5i1.8150
Abstract
This study analyzes the stage identity practices of the dangdut music group Sri Mules as a  cultural branding strategy in Pantura dangdut performances. In contrast to common dangdut performance patterns that position the singer as the primary visual focus, Sri Mules adopts a performative approach that foregrounds accompanying musicians as the main visual actors through the use of unconventional costumes and collective stage actions. Employing a qualitative approach with a case study strategy, this research draws on visual documentation of performances circulated on social media during the group’s active phase (2020–2021), complemented by semi-structured interviews and reflective observations. Data were analyzed using the interactive model proposed by Miles and Huberman, informed by performance theory (Schechner) and the concept of cultural branding (Holt). The findings indicate that Sri Mules’ stage identity is constructed and reproduced through consistent visual deviation and collective performativity, functioning as a strategy of symbolic differentiation in the Pantura dangdut performance landscape. This study highlights the role of accompanying musicians as active agents in shaping the visual identity of dangdut performances.
Keywords
Collective Stage Action; Cultural Branding; Pantura Dangdut; Performance Costume; Stage Identity
How to Cite

Hasbil Haqqy Arif & Moh. Muttaqin (2026). Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura . Jurnal Riset Rumpun Seni, Desain dan Media, 5(1). https://doi.org/10.55606/jurrsendem.v5i1.8150

Hasbil Haqqy Arif; Moh. Muttaqin, "Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura ," Jurnal Riset Rumpun Seni, Desain dan Media, vol. 5, no. 1, 2026.

Hasbil Haqqy Arif; Moh. Muttaqin. "Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura ." Jurnal Riset Rumpun Seni, Desain dan Media, vol. 5, no. 1, 2026.

Hasbil Haqqy Arif; Moh. Muttaqin. "Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura ." Jurnal Riset Rumpun Seni, Desain dan Media 5, no. 1 (2026).

Hasbil Haqqy Arif & Moh. Muttaqin (2026) 'Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura ', Jurnal Riset Rumpun Seni, Desain dan Media, 5(1). doi: 10.55606/jurrsendem.v5i1.8150.

Hasbil Haqqy Arif; Moh. Muttaqin. Praktik Identitas Panggung Sri Mules sebagai Strategi Cultural Branding dalam Pertunjukan Dangdut Pantura . Jurnal Riset Rumpun Seni, Desain dan Media. 2026;5(1).

Artikel Terkait

Karakteristik Visual Gambar Hewan Realistis Karya Anak Usia 10-11 Tahun

Emalia Destianti; Rahina Nugrahani; Hasti Rahmaningtyas

Estetika Tari Lenggok Karya Ida Sulistyarini dan Susiati di Kabupaten Banyumas

Ajrin Dwi Saputri, Laela; Wiyoso, Joko

Koreografi Tari Nggainah Menjres di Sanggar LKP Merpati Kecamatan Blora Kabupaten Blora

Tarakamita Cakrawati; R.Indriyanto

Daya Tarik Visual Karakter pada Figur Anime: Studi Kasus Cosplayer di Surabaya

Nugraha Nugraha; Hedi Amelia Bella Cintya; Ariri Riska Orelia Nor Adha; Izzati Aulya Akhiroh Prastyo

Peran Media Sosial Instagram BPBD Sumatera Barat dalam Penyebaran Informasi Bencana Alam di Sumatera Barat

Hafizul Hamda; Yusalina Yusalina

Penerapan Continuity Editing dalam Konstruksi Naratif Film Kucumbu Tubuh Indahku

Muhammad Muttaqien; Nurhadiatama, Desta Arya
Tren Sitasi Jurnal