VRIO Analysis in the Commercialization of the Traditional Music Industry

Art is one of the elements human culture in general which an expression creativity itself. Culture-based a reflection or uniqueness nation’s identity. However, current era globalization, traditional arts are increasingly being abandoned by public. Based on data released jabarprov.go.id about West Java arts’ status state that there several almost extinct and will be increasing number follow extinction. One reasons generation more interested popular music than other words they not sufficiently concerned their own culture. This also because many think art outdated. Not only experiencing extinction, Indonesian have been claimed countries. Quoting from kompas.com (2010) his article entitled “Angklung Will Become World Cultural Heritage” discussed where angklung as Indonesia was another country infuriated people, after debate between Malaysia. Angklung then registered Intangible Heritage (ICH) at UNESCO November 2010. In order to actively participate preserving maintaining existence society, RagamLaras came up with innovation for angklung, has 15 scales can play both pentatonic diatonic notes ensemble. It hoped it provide new presentation performing open space artists, well spreading public awareness, especially younger generation, get know preserve better.