Since the end of the COVID-19 pandemic, music festivals in Indonesia have surged back into popularity, marking a vibrant resurgence in the live entertainment industry. The number of festivals has significantly increased as audiences eagerly return, with some events attracting record-breaking attendance.
According to the Populix survey titled “Beyond Borders: A Study of Indonesian Concert-Goers’ Behavior,” 77% of respondents expressed an interest in attending music concerts both domestically and internationally. Revenue growth has also been robust, with some major festivals reporting ticket sales that surpass previous records.
Pestapora is a prime example, having held its third event last September and showing significant popularity compared to other festival organizers. The festival made a notable leap forward in 2024, securing sponsorship from major brands like Pertamina Fastron, Ultra Milk, Clear, and Close Up. For a music festival only three years old, this is an impressive achievement.
This number was increased from last year’s accomplishment. Additionally, Pestapora has gained the attention of significant investors, including IDN Times, underscoring its status as a leading music festival with a rising profile in Indonesia’s entertainment industry.
The reason for this growth is the role of strategic marketing, where meticulous branding and storytelling connect audiences with each festival’s unique identity. Content marketing and a deep understanding of target audiences have become crucial for driving ticket sales and engagement.
In a crowded music festival landscape, where many events feature similar lineups, a music festival organizer has to come up with a unique concept in order to capture and sustain audience attention. Pestapora has successfully adopted this approach; its marketing strategy has been instrumental in setting it apart from the competition.
The concept of showing similar lineups presents a big challenge for a music festival to stand out amidst a sea of other festivals. However, by focusing on unique branding, storytelling, and highly engaging content tailored to resonate with its audience, Pestapora has successfully set itself apart. This demonstrates that innovative marketing can overcome the limitations of lineup similarities and create lasting appeal.
What exactly is Pestapora doing differently in its marketing strategy? Let’s dive in and explore the unique strategies that have helped Pestapora win audience loyalty and stand out in a competitive market!
- Pestapora has a unique brand identity
According to Festival Director Pestapora, Kiki Aulia Ucup (Ucup), Pestapora’s brand identity focuses on a mission to celebrate creativity and togetherness by fostering collaboration among various communities and talented musicians.
What sets Pestapora apart is its purpose, it aims to be a platform for creative individuals, enabling them to develop their talents, collaborate, and celebrate Indonesia’s rich art and cultural heritage. This unique approach not only delights audiences but also reinforces Pestapora’s commitment to fostering creativity and preserving cultural traditions.
The impact of this unique approach was evident at Pestapora 2024, where memorable performances highlighted its appeal. A standout moment featured Indonesia’s 6th President, Susilo Bambang Yudhoyono (SBY), performing alongside renowned musicians like Sandy Sandhoro, Yuni Shara, and Ita Purnamasari. Another popular act was Trio Ambisi, a Bataknese group celebrated for hits like Jamila and Mardua Holong. These performances showcased the festival’s dedication to blending contemporary and traditional elements, setting Pestapora apart as a festival that celebrates both modern and cultural artistry.
- Pestapora knows and understands its audiences
Understanding the target audience is essential for crafting effective marketing strategies for music festivals. In developing Pestapora’s lineup, two things stand out: catering to beloved acts and introducing fresh experiences that spark curiosity.
To meet audience desires, Pestapora invited the iconic 90s group Sheila on 7, teasing their appearance rather than announcing it outright, which built excitement and drew thousands to their performance.
Additionally, Pestapora recognizes the appeal of the unexpected, creating intriguing collaborations like Club 80s with Endah n Rhesa performing Koes Plus songs. This blend of familiarity and discovery enhances the festival’s energy and invites attendees to explore new experiences.
This thoughtful approach is rooted in Ucup’s keen observation of audience interests, gained by frequenting music bars and drawing on his background managing musicians, ensuring a lineup that resonates deeply with festival-goers.
- Pestapora weaves captivating stories to elevate its shows
Storytelling has become a vital part of marketing music festivals, transforming events from mere gatherings into unforgettable experiences with rich narratives. For festivals like Pestapora, every detail, from the lineup announcement to stage design, contributes to a cohesive narrative that resonates with attendees, creating a sense of immersion that goes beyond the music.
One effective storytelling tactic is generating buzz with unexpected performers. By including artists who might not draw large crowds in a solo concert setting, but are effective in generating a crowd in music festivals such as Melayu bands or dangdut singers. These performers offer attendees something different from the mainstream lineup, adding a unique twist that keeps festival-goers talking. This approach makes the festival experience richer and more diverse.
Nostalgia-driven marketing is another powerful storytelling tool, especially with special performances that bring back iconic tracks from debut albums. For example, on the first day of Pestapora 2024, several performers showcased songs from their debut albums. Nostalgic elements add a sense of history and emotional depth, giving audiences a chance to relive memories while creating new ones.
- Pestapora Explores Fun Content Marketing
Pestapora stands out through playful, unconventional content marketing designed to enhance the customer journey. To boost awareness and spark fan curiosity, the festival created lineup teasers featuring Mandarin, Arabic, or Sanskrit letters and intentional typos. Additionally, Pestapora engaged surprising figures like Nicholas Saputra in 2023 and Dr. Boyke in 2024 to announce its lineup, adding an extra layer of excitement.
After gaining public awareness, Pestapora continues to engage audiences by showcasing how it stands out from other festivals. For instance, they posted debut album covers from several popular artists along with song lists, announcing that these artists would perform their first albums live on Pestapora’s opening day. Additionally, Pestapora aims to be a child-friendly music festival, introducing Pecapowa, an area filled with fun activities for kids. Unlike other festivals, parents do not need to worry about leaving their kids at home; instead, families can enjoy the festival together. This family-friendly focus is highlighted through collaborations, like the one with Kebun Kumara, where kids can participate in sensory play, plant activities, forest education, and storytelling sessions.
Pestapora also emphasized the festival’s comfort to increase audience desire. Key information, such as event regulations, parking areas, and ticket details, was highlighted on their social media to make it easily accessible. To attract ticket buyers, they created content around ticket sales and promotions, and at times, hosted quizzes with free tickets as prizes. These marketing efforts ensured that Pestapora guided customers through every stage of the journey—from raising awareness and sparking interest to building desire and, ultimately, encouraging ticket purchases.
- The Total Experience: Beyond the Music
Pestapora goes beyond just music, offering an array of engaging activities, from concerts and karaoke sessions to art exhibitions, creating an immersive experience that stands out from other festivals.
Stand-up comedy has also become one of the most anticipated features, providing a lighthearted break for festival-goers to unwind and enjoy some laughs between their favorite acts.
Several brands have also set up interactive booths with exciting activations. For example, the Beer Bintang booth invites attendees to showcase their singing talents while enjoying refreshing drinks in its karaoke area. Additionally, AXE and Makna Talks created the CILOOKBA booth, where audiences can enjoy an unforgettable private show from an artist for just Rp10,000.
Pestapora’s marketing success stems from its unique and playful approach to content marketing, strategic partnerships, and audience-driven engagement. By tapping into nostalgia, utilizing unconventional teasers, and creating a buzz through FOMO, Pestapora has effectively transformed creative marketing strategies into substantial ticket sales, as evidenced by its sold-out pre-sale tickets for Pestapora 2025 on the last day of Pestapora 2024.
As the future of music festival marketing continues to evolve, Pestapora sets a strong example of how to blend creativity with data-driven strategies, paving the way for sustainable growth in the competitive landscape of live events. Have you attended a music festival recently, or did you go to Pestapora? I'd love to hear about your experience! Share your favorite performances or memorable moments in the comments below!
