NADYA YUSRINA

ABOUT MOUNTAIN JAZZ

 

Mountain Jazz is an annual music festival organized in Java Banana Bromo Lodge, Café & Gallery with the exquisite Mount Bromo and Bromo Tengger Semeru National Park as the background. Mount Bromo is the most well know 7,641 feet active volcano in Probolinggo, East Java, Indonesia. The name of Bromo itself originated from the Javanese terms, Brahma, the Hindu creator God.

 

Mountain Jazz is established since 2009 by three famous Indonesian figures: Butet Kartaredjasa, the multitalented artist; Sigit Pramono, an international photographer who loves Jazz and Bromo Mountain; and Djaduk Ferianto, an international musician who often performs the world music with Indonesian ethnic music arrangement. The combination of ethnic and jazz music in once by local and international artist is performed under the open sky in Mountain Jazz, as it is the sweet sounding amalgamation of nature, human and music. Through this event, the melody of jazz and the touch of Bromo will bring people together to sense a harmonious mountain and hear beautiful music, as its official tagline.

 

Mountain Jazz 2014 will be held in the same place, which is at Java Banana Bromo Lodge, Café & Gallery, Probolinggo, East Java, Indonesia on Saturday, 1st November 2014 featuring; independent jazz artists such as Musikimia, White Shoes and The Couple’s Company, Adhitia Sofyan, The Overtunes, Letto, Endah N Rhesa, Drew, Bubugiri; local jazz artists such as Dira Sugandi, Afgansyah Reza, Trio Lestari, Mocca, Barry Likumahuwa Project; and the famous international saxophonist and composer, Tom Braxton.

 

The specific target audience for this event is Indonesian aged 18 – 28 years old. It is specific to Indonesian because there is only one International artist as the guest star and the rest are all independent and local artists in Indonesia. Besides, some Indonesian songs will be played during the festival so foreigners might be less interested of this Mountain Jazz 2014. For this event, comparative and conformist consumer categories will be approached using the four-copywriting styles, which are rationale, emotional, transformational and likable. Definitions of each consumer categories and copywriting styles will be explained.

 

The first consumer category, which is comparative, refers to judgmental and narrow-minded people. Comparative always seek for comparisons between themselves or other event. The comparison of this event with another general Jazz events will not be stated directly, but will be exposed by mentioning the tagline and emphasizing the “mountain”. Comparative will be exposed to the rationale and transformational copywriting styles. Rationale is described as a technique to put logical information with many details, while transformational is showing the difference of one event with another or showing the cause-effect comparison.

 

The second category is conformist. Conformist tends to try and put their trust into everything, they usually are risk takers and always think in positively. Conformist will be best approached by emotional and likable copywriting styles. The emotion such as happiness, sadness, anger or humor must be added in the copy to prompt the consumers’ emotion, while likable is the usage of icons or visuals to get a pleasant respond from the consumers. To promote Mountain Jazz event to conformist, a challenging copy will be used since they are risk takers. A line such as “Enjoy jazz at the top of the world” or “Do you a fit music lover?” will grab their attention and interest to participate. The tagline of the event itself, “sense the harmonious mountain, hear beautiful music” will work for conformist too.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

PROMOTION MEDIUM AND ITS’ CONTENT

 

DIRECT MAIL*

The direct mail is a small box covered with green and brown recycle paper, with the words ornament pasted on the cover. The green and brown color and the woods used to portray the USP of the event, which is the mountain. The theme of this direct mail is likable and it will be sent to the first 100 participants who pre-ordered the tickets. Inside the box, there are a greetings card, ticket, event schedule, map guiding to the event venue, artists’ official photographs that will be signed, and all of the information needed. There are also extra advantage for those who pre-ordered the tickets such as: vouchers for free welcome drink, artists meet and greet, merchandise discount, Mountain Jazz 2015 ticket purchase discount, free Bromo tour with Java Banana Lodge Tour. There are also empty notes and a bookmark with Mountain Jazz 2014 logo.

 

PRINT AD*

The copywriting style used for print ad is rationale because there is a lot of information to put using the standard layout with headlines, sub-headlines, images, body and call to action. Having a Jazz event on a mountain will be the Unique Selling Point of Mountain Jazz 2014.

 

Using the standard layout, this print ad contains the artist names, the artist pictures, event name, event tagline, event details, price details and call to action. The colorful background is chosen to represent the various harmony in music, and the triangle pictures that represent mountain shape are made to be seen like they are hiking or going up from the left bottom to the top right side, this is to represent the process of hiking a mountain and also to emphasis and be consistent with the Mountain Jazz 2014 logo (on the cover page) that I customized too. I purposely put the fair style to mention the artists’ names on the print ad (using the same color and size) because it will be too messy if I put different sizes and colors words - since the background is already colorful. Therefore, I decided to differentiate through the pictures. There are 6 bigger pictures on the print ad (2 pictures on the left, 2 pictures on the center, and 2 pictures on the right side), showing that they are more important and more famous, and acting as the main guest stars compared to the artists on the small triangles.

 

The best media to publicize the print ad are newspaper, magazine, poster, banner and social media such as Facebook Event or the artists’ or music page for Below The Line (BTL) advertisement and billboard for Above The Line (ATL) advertisement.

 

The specifics newspapers are Jawa Pos (it’s the newspaper marketed in Java and this event will be organized in java, so it is targeting niche audience) and Kompas (it’s more to family-based newspaper, read by liberal and open minded adult aged 21 - 30). While the suitable magazines to publicize this event through print ad are Hai Magazine (a music and lifestyle based magazine targeting youths aged 16 – 22 as its readers), Provoke Magazine (another lifestyle based magazine targeting youths aged 14 – 22 as its readers) and Trax (music and entertainment based magazine targeting youths aged 16 – 25 as its readers).

 

The posters will be put at the music stores because most of the music listeners in Indonesia still do buy the physical Compact Disc (CD) and definitely, social media such as Facebook Jazz Mountain Event Page, the artists’ page, the famous music bloggers or reviewers page, and online jazz forum pages. While billboards as the ATL will be located at the obvious spots such as the street that will be passed when people are taking the highway and the busy streets in East Java.

 

RADIO AD

Donut style that contains the pitch and call to action radio ad will be used to promote the event. Rationale and likable theme with narration is chosen because this is an event promotion, not a product that sometimes needs exaggeration or emotion. Background sounds will be used to visually portray the calmness and the friendly ambience of the Unique Selling Point, which is Mount Bromo as the event location. And of course, a short audio of each artist’s most famous music will be played to inform and to attract the audience.

 

Client: Butet Kartaredjasa, the creator of Mountain Jazz

Product / Service: Mountain Jazz Annual Music Event

Duration: 30 seconds

Theme: Rationale, Likable with Narration

Language: English

 

[SFX:  Backsound of Nature & Birds starts]

[SFX:  Background Ethnic Instrument starts]

[SFX:  Backsound of Nature & Birds stops]

VO:     From Mount Bromo witht the height of 7.000 feet above sea level...

VO:     Mountain Jazz 2014 presents you

[SFX:  Background Ethnic Instrument Pauses]

VO:     Dira Sugandi!

[SFX:  Background Jazz Instrument/Song from Dira Sugandi Starts]

[SFX:  Background Jazz Instrument from Dira Sugandi Stops]

VO:     Afgan!

[SFX:  Background Jazz Instrument/Song from Afgan Starts]

[SFX:  Background Jazz Instrument from Trio Afgan Stops]

VO:     Trio Lestari!

[SFX:  Background Jazz Instrument/Song from Trio Lestari Starts]

[SFX:  Background Jazz Instrument from Trio Lestari Stops]

VO:     Mocca!

[SFX:  Background Jazz Instrument/Song from Mocca Starts]

[SFX:  Background Jazz Instrument from Mocca Stops]

VO:     Barry Likumahuwa Project!

[SFX:  Background Jazz Instrument/Song from BLP Starts]

[SFX:  Background Jazz Instrument from BLP Stops]

VO:     Tom Braxton!

[SFX:  Background Jazz Instrument/Song from Tom Braxton Starts]

[SFX:  Background Jazz Instrument from Tom Braxton Stops]

VO:     And many more!

[SFX:  Background Ethnic Instrument Resumes]

VO:     Sense the harmonious mountain and hear a beautiful music, only in Mountain Jazz Indonesian Music Festival, 1st November 2014!

VO:     Visit www.mountainjazz.co.id for more information

[SFX:  Background Ethnic Instrument Stops]

 

This radio ad will be advertised in a few radio channels (as it depends on the media partner and its agreement, because some of the radio does not allow an event or campaign to cooperate with its competitors). If it is possible, the famous youngsters radio such as Prambors Radio, DJ FM and Hardrock FM will be the main radio channels to advertise Mountain Jazz. Since the target consumers of this event is youth, so these are the most suitable one and the most listened radio channels in Java. The radio advertisement will be played during peak season only, from one to four times a day. The peak season hours on weekdays are in the morning, because that is the time when the target audience are driving to their school, universities or workplaces and in the afternoon around 4 to 5 pm because this is the finishing time of studying and working. While the peak season on weekends are in the afternoon when the target audience are driving and going out to enjoy their weekend. 

 

TV/VIDEO PRODUCTION*

 

The 12 scenes of 30-seconds long video ad will work best for the comparative and conformist consumer category. A lot of visuals, music and a little touch of sound effects will be put into the video as it is using emotional and likable theme. The sound effect of calm nature and the saxophone sound that strongly portrays the jazz feeling will be a strong point of the video, especially if it is added with the ethnic Indonesian instrumental to bold the event location. Besides that, of course moving visuals such as the video of the artists will be shown to make the audience more interested and to cover the lack of visual in the radio advertisement.

 

 

The best media to publicize this video advertisement are television and social media. Definitely, this is the Above The Line advertisement. The television channels in Indonesia that suit this event and the target audience are TransGroup, the head of Trans7 and TransTV. Both Trans7 and TransTV are the best television channels to promote this event because most of its programs are targeting the same audience as this event, which is the urban youth. Besides, most of the target audience of TransGroup television channels is the target audience of this event, and approaching a media group that has more than one television channel seems better.

 

This 30-seconds advertisement will be played during peak season hours which are in the afternoon and the evening, because most of the youths starts to watch television at that time after they are back from school, university or work. Like having a greater benefit in once, that is also the family time to gather and watch TV together.

 

CONCLUSION

 

The strength of all of the copies is the emphasis on the value of music and nature that combined into one single music event. Making people think that there is only one event like this that happens every year with different artists and more innovation is the tactic to advertise and to influence the target consumers. The limitation of the copy is the use of mainstream ways to promote the event.

 

For the example, a video showing the artists, names and its performance are so general, and so it is for the radio advertisement. But yet, I decided to use the general way because the focus is not about the creativity and the manipulation of the video. The video is made as real as possible because Mountain Jazz itself is about the true nature and music that combined and will be enjoyed together in once, so is radio ad.

 

While for the print ad, the limitation is the inconsistency picture styles of the artist. Some independent artists do not have a good quality of studio pictures on Google, and I had to edit the picture to have 3 consistent colors as the backgrounds, which are white, grey and black. Moreover, it is pretty hard to fit a picture of a group band in a triangle, worst come to worst the target audience will not be able to see the faces because the picture is too small. So overall the limitation for the print ad is the technical problem on the process part. Move on to the direct mail. Since it is a handmade box so it is harder to make and it requires a long process and time. I found the size is just fine but the woods ornaments pasted on the box should be strong enough so it will not be broken during the shipping process. It is also hard to open and close the box because I used a product box and manually covered it with recycle papers, so the thickness of the box changed and made it harder to be opened and closed. Changing the type of the box and using a thinner recycled paper can improve this weakness. Lastly, measuring the paper needed to cover the box and measuring the height of wood ornaments on the cover to be equal and neater can also improve the overall tidiness.