Glocalizing the Beat: A Systematic Literature Review on the Global Marketing of Javanese Pop Music

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is how Javanese pop music can preserve its local authenticity while adapting to the dynamics of the international music market. This research aims to examine and synthesize effective marketing strategies through a systematic literature review. The method employed is the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, analyzing 60 literature sources, of which 29 articles met the inclusion criteria after a rigorous selection process. The findings reveal that cultural adaptation through the concept of glocalization, the utilization of digital platforms, cross-national musical collaborations, and the development of global fan communities are key strategies for expanding the reach of Javanese pop music on the world stage. The implications highlight the need for synergy among music industry stakeholders, policymakers, and cultural communities in designing long-term marketing strategies that uphold local identity while responding to global market demands.