Marketing of Traditional Performing Arts in Barikin Village

Barikin Village in Haruyan District, Hulu Sungai Tengah Regency, South Kalimantan, is known as an important environment for the preservation of traditional Banjar performing arts. This article examines the use of marketing practices in Barikin’s traditional performing arts, with a historical focus on around 2016, particularly Panting music. The method is a qualitative literature review whose main source is Lupi Anderiani’s (2016) ethnomusicological article, compared retrospectively with BRIN documentation (Budiman, 2023) and research on marketing performing arts through digital platforms (Novianto, Murtono, & Hudha, 2023). The literature indicates that the Panting market spread through community invitations, performances at weddings and official events, inter-regional networks, and the reputation of arts groups. The 2016 article also records that part of the performance income and honoraria was saved to renew musical instruments and sound equipment. However, the sources reviewed provide no price lists, income data, customer numbers, or measurement of promotional effectiveness specific to 17 August 2016. These findings indicate marketing based on social networks and reputation, while product documentation, financial record-keeping, planned promotion, and digital archives represent opportunities for development. Recommendations are framed to balance cultural sustainability with artists’ welfare.