Creativepreneur in Era 5.0: Concept and New Path of Communication in Indonesian Urban Toys Artist

This research was conducted by looking at the problem that globalization and digital networks as communication channels make a significant aspect in urban toys sales competition. The entry of producers/urban toys artists from abroad, makes it a challenge where the local target market is more familiar with foreign producers/ artists. Amid global competition, several artists and the Indonesian urban toys toy community of entrepreneurs began to change the concept of entrepreneur and communication channels with new alternative strategies. Seeing the above symptoms, this study was conducted with the aims 1) Analysing the new strategies of urban toys entrepreneurs from local Indonesian artists. 2) Analysing the characteristics of concepts and message content of products/works 3) Analysing changes in communication channels with a digital approach as a form of transformation from Indonesian urban toys entrepreneurs. Another significant finding is that Indonesian urban toys entrepreneurs have begun to apply digital communication lines that are able to cut the mass production process from communicating with producers, distributors, customers, to reviewers, all through e-commerce communication networks. The implications of this study indicate that era 5.0 can be used as an innovation entrepreneurship, where humans act as man behind the concept, communication as a process, and digital systems as a machines for production until promotion.