2024 ICIMAC (Extended Abstract)

The evolution of the age that gave rise to the present day has significantly altered many facets of human existence, including the use of communication media. Rock music is one of the communication media used by most people to convey messages emotionally or express themselves to the listener. Younger generations got interested in the emergence of rock music, which went on to become internationally recognized. Indonesia saw the global expansion of rock music due to the ability of mass media to disseminate new cultural trends. Mass media plays a role in the spread of rock music, namely with the trend of music events such as concerts and music festivals. Rajawali Indonesia Communication, the promoter of music events in Yogyakarta, utilizes mass media to create its annual events, one of which is Jogjarockarta Festival. In this research, researchers want to explain that the existence of the Jogjarockarta festival will continue to be maintained because of event management, especially in the management of the Jogjarockarta 2022 festival event. Researchers analyzed event management using Goldblatt's event management theory with interview and documentation methods to collect analysis data. The results of this research explain how the differences between the 2022 Jogjarockarta Festival and other years have successfully attracted the attention of rock music listeners to attend the Jogjarockarta Festival.