Government Communication Strategies in the Development of Bandung Creative Hub for the Creative Industry

Abstract

Bandung Creative Hub (BCH) is the largest creative center in Indonesia, established by the Bandung City Government to facilitate meetings between creative practitioners, communities, and industries. The existence of BCH is part of a strategy to build a creative city ecosystem, with the majority of users coming from Millennials and Generation Z, who have innovative ideas and concepts. The main challenge lies in how the managers, who represent the government, can effectively communicate with the dynamic creative community. This study aims to analyze the communication strategies of the BCH management in improving services for users. The research method uses a qualitative approach with observation, interviews, and literature review techniques, as well as data validity testing through triangulation. The results show that the management formed a Sub-Sector Expert Team that is of the same age and field as the users, enabling them to become effective communicators. The communication pattern applied is a combination of the wheel and circle patterns (network communication) with the principle of equality. No significant barriers were found because the communication medium used, Instagram, aligns with users' habits, thereby minimizing information distortion. This strategy makes BCH a collaborative model that can be replicated by other creative institutions.