DEVELOPING A LIBRARY MUSIC TO PROMOTE THE CORPORATE IDENTITY OF CHANDRAKASEM RAJABHAT UNIVERSITY

Abstract

The objectives of this study were 1) to investigate the identities and demand for music in the activities at Chandrakasem Rajabhat University (CRU), and 2) to develop the standard corporate identity library music for the CRU. The research process integrated behavioral science methodologies with creative research in music. It involved studying the opinions of 11 key informants within the university, using in-depth interviews and analysis through descriptive statistics, content analysis, and deductive analysis. The results were used as guidelines for developing the library music. The research results revealed that the keywords most clearly reflecting the university's identity were energizing (M = 4.09), sophisticated (M = 3.64), and calming (M = 3.55). There were 22 activities within the university that require accompanying music, such as university publicity, ceremonies during student and staff events, and welcoming activities for students or staff. The standard corporate identity library music for the CRU consisted of a total of 17 compositions, divided into 1 orchestral piece, 1 chamber music piece, and 15 medium-length pieces. These were developed from original songs in the university's album. The developed library music has a distinct identity and can be used in both online and onsite university activities, which will enhance the recognition of the university's corporate identity among staff, students, and the public. The library music can be freely used within the university, protected by its intellectual property rights.