The Role of Social Media in Preserving Traditional Malay Music Among the Younger Generation

This study uses the role of social media in efforts to introduce and preserve traditional Malay music as a valuable cultural heritage. The use of digital platforms such as Facebook, TikTok, Instagram, and YouTube is seen as a strategic way to increase exposure to traditional music, especially to the younger generation who are more inclined to modern music. However, the main challenges faced include lack of exposure, lack of effective promotional strategies, and production of creative content that is less attractive to young listeners. Therefore, this study aims to understand how social media can further expand exposure to traditional Malay music, identify the most relevant social media platforms to use, and identify the challenges faced in promoting this music. This study shows that social media has great potential in ensuring the survival of heritage arts, but requires a more strategic and creative approach to achieve maximum impact.