Strategi Branding Indonesia Melalui Festival Music We The Fest Untuk Milenial Di Media Sosial

Abstract

The purpose of the study was to determine the role of the Ismaya Live Event Organizer at the We the Fest festival as a millennial mover for Indonesian promotion agents through collaborative performances of music from national and international musicians. This study also examines the role of social media as an event promotion medium for the millennial generation. The research method used is qualitative with a virtual ethnographic type of research. Data collection was done through online observation. The data analysis technique used is the content analysis technique with source triangulation. The results achieved by the state, namely the” We the Fest” event, we're able to become a promotional event for Indonesia on various social media, especially on Instagram. The We the Fest Festival event which is held for three days is the largest event in Southeast Asia and is a meeting place for thousands of years. They will spend money to buy tickets, which are expensive, more than IDR 1 million per day. As an attraction, the event held a poster-making competition and gave newcomer musicians the opportunity to perform by submitting songs to the competition to submit your music. The findings in this study are social media plays a role through creative content, the use of the hashtag #wethe as many as 29,705 posts, and participation through visitor visits which continue to increase every year. Based on the interests and opinions of millennial visitors that occur in interactions with 29.4 K posts using the hashtag #wethefest on Instagram (data as of March 2022). To build the spirit of nationalism and as a branding event for Indonesia, “We the Fest” always performs various Indonesian traditional dances and sings the national song “Indonesia Raya”.
 Keywords: Event Organizer, Music Festival, social media, Millennials, Nation Branding