DIGITAL INNOVATION IN BANYUMAS TRADITIONAL ART BY PT ANTRONATIVE MEDIA SEMESTA

Abstract

This article discusses how digital innovation is used in the marketing strategy of traditional arts in Banyumas, focusing on the methods applied by PT Antronative Media Semesta. Through the internship program at this company, the author gained hands-on experience in the field of creative media, specifically in the design, development, and marketing of traditional performing arts content. The main purpose of this internship is to understand firsthand how social media marketing is applied in the arts industry. With this experience, the author can connect the theories learned in college with real practices in the world of work. This article will also review the strategies used by PT Antronative, the challenges faced during the internship, and the tangible results achieved through cooperation with various parties.