Exploring the Personal Branding Strategy: A Case Study from Osen Hutasoit

Abstract

This research explores the personal branding strategies employed by Osen Hutasoit, a songwriter and singer of the viral Batak song Tarpaima. The study aims to understand how personal branding contributes to his artistic achievements and public recognition in the digital era. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation. The results reveal that Osen’s personal branding strategy includes consistent messaging through digital platforms, emotional storytelling in his music, and audience engagement rooted in cultural identity. Despite facing economic and health challenges, Osen successfully built a unique and relatable image, allowing him to reach a broad audience domestically and internationally. His case demonstrates that personal branding is a crucial factor for independent musicians to gain visibility, recognition, and market presence in a highly competitive industry.