POLIBATAMPOLIBATAM

JOURNAL OF APPLIED MULTIMEDIA AND NETWORKINGJOURNAL OF APPLIED MULTIMEDIA AND NETWORKING

Music videos represent an audiovisual art form that plays a significant role in enhancing visitors multisensory experiences while serving as a medium for cultural information and communication, such as Malay culture. In their creation, cinematographic techniques are employed, including the camera follow technique to create exploratory and immersive impressions. This approach was applied in a Malay music video for the song Nurlela composed by Asbon Madjid and Bing Slamet, arranged in progressive Malay pop style. This study aims to determine the effectiveness of creating a Malay music video using the camera follow technique to visualize the Raja Ali Haji Museum in presenting its historical collections and museum protocols. The creation process utilized the Multimedia Development Life Cycle (MDLC) consisting of six main stages: concept, design, material collecting, assembly, testing, and distribution. The testing phase employed the EPIC Model method, encompassing four dimensions: empathy, persuasion, impact, and communication.

Penelitian ini menghasilkan video klip Melayu yang efektif dalam meningkatkan kesadaran merek Museum Raja Ali Haji dan memperkaya pengalaman multisensori pengunjung.Teknik camera follow menciptakan kesan imersif namun perlu peningkatan dalam menyorot detail koleksi.Rekomendasi untuk penelitian lanjutan meliputi penggunaan teks deskriptif, teknik close-up, dan lokasi budaya yang lebih otentik untuk meningkatkan pendidikan dan daya tarik visual.

Penelitian lanjutan dapat mengkaji efektivitas teknik camera follow dalam konteks budaya lain, mengevaluasi dampak penggunaan close-up terhadap keterlibatan penonton, serta meneliti peran lokasi budaya otentik dalam memperkuat presentasi multimedia. Penelitian ini juga dapat mengembangkan metode pengujian yang lebih mendalam untuk memahami preferensi audiens terhadap teknik visual dan narasi budaya.

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