Digital Promotion Practices by Concert Music Organizers on Instagram

This research aims to analyze the digital promotion strategy of Concert Music as a creative media partner in the entertainment industry. The study explores how Concert Music utilizes Instagram and TikTok to build its brand identity, engage audiences, and expand its network with event organizers. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation of Concert Music’s social media activities. The findings reveal that Concert Music effectively combines visual branding, trend-based content design, and data-driven scheduling to optimize engagement and audience reach. The use of a consistent yellow–black color palette, high-quality event documentation, and strategic posting during peak activity hours contributes to strong brand recognition. Moreover, Instagram Insights are used to analyze audience demographics and behavior for better content targeting. Although Concert Music maintains high visibility, the engagement rate remains moderate, indicating potential improvement in interactive and storytelling approaches. Overall, the study concludes that Concert Music’s digital promotion strategy represents an effective model for creative media branding, integrating aesthetic consistency, strategic planning, and analytics in sustaining its digital presence within Indonesia’s music and event ecosystem.