Gancar Candra Premananto and M. Ikhwan (2018) Exploration of Ludruk as Potential Icon in Indonesia Show Business for Millenial Generation. In: Book of Abstract: the 3rd Global Conference on Business, Management and Entrepreneurship (GCBME) 2018. Universitas Pendidikan Indonesia, Bandung. ISBN 978-94-6252-897-0

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Abstract

The purpose of the research is to understand why Ludruk as a traditional cultural art is not in demand by young, millennial generations. And further can give suggestions how to make Ludruk become world show icon in Surabaya. The qualitative approach was conducted in this research. The results of the study was the inability of managers and artists to produce and features ludruk products art that meet consumers expectation caused by reluctance of ludruk artists itself to develop and improve existing art products. Paradoxes of creativity identified in this research. Showing that even Ludruk is part of creative industry and need higher improvisation, but the senior player feel reluctant to innovate the show.It need support of government and CSR from private company to helps them.

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