CRAFTING BEAUTY: THE INTERSECTION OF SUFI HADRAH ART AND SOCIAL MEDIA (KASUS UMKM LPTQ UIN PALEMBANG)

Abstract

Hadrah Sufi art faces significant challenges in its preservation and development in the digital era. This research aims to explore the role of UMKM LPTQ UIN Palembang in preserving and developing Hadrah Sufi art through social media platforms such as YouTube, Instagram and Facebook. The method used is content analysis of MSME social media activities and content. The research results show that the UMKM LPTQ UIN Palembang has succeeded in expanding the reach and increasing appreciation of Hadrah art, especially among the younger generation, by presenting aesthetic content and interesting narratives. Interaction through live broadcasts and commentary strengthens the connection between arts practitioners and audiences, creating an active global community. However, challenges such as technical skills, content consistency and attracting audience interest need to be addressed with further development strategies. The contribution of this research shows that social media is effective in introducing and preserving Hadrah art and Sufistic values, providing practical guidance for MSMEs and other arts practitioners, as well as developing theoretical understanding of the role of digital technology in preserving culture in the era of globalization.