Analysis of Global Market Barriers and the Development of a Strategic Marketing Inventory Model for Sabah Popular Ethnic Songs
DOI:
https://doi.org/10.24191/idealogy.v11i2.1019Abstract
Despite the abundance of ethnic pop music in Sabah, the local music products still struggle to penetrate the global market. This study was conducted to identify the primary barriers hindering the global marketability of Momogun Popular ethnic music, develop a strategic framework model, and evaluate its practicality for local music practitioners. This research adopted a Design and Development Research framework utilizing a mixed method approach. Data were gathered through a survey distributed to 138 music practitioners registered under Music Right Sabah (MRS), semi-structured interviews with three industry experts, and field observations. Quantitative data were analysed using SPSS software, while qualitative data were examined using thematic analysis. The findings conclusively demonstrate that the quality of technical audio production is the most dominant variable restricting local works from breaking into the global market, outweighing linguistic constraints and the lack of formal music education. As a strategic intervention, this study successfully developed a Strategic Marketing Inventory Model, which is built upon six developmental phases and three main pillars, which are global standard product quality, cultural identity branding, and digital ecosystem distribution. The implication of this model offers a practical blueprint to transform Sabah’s ethnic music into a competitive creative economy commodity on the global stage.
Keywords: Ethnic Pop Music, Momogun, Global Marketability, Audio Production Quality, MIME-Mo Model
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