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Maroon 5, Presale Tickets & the Power of Twitter

Versi Bahasa Indonesia silakan klik di siniLike it or not, you have to agree with the power of Twitter---or social network, at least. Look what happened with Maroon 5. They are scheduled to play in Jakarta on April 27, 2011. Java Musikindo, the promoter, started promoting the concert a month ago and opened the sale of presale tickets on Sunday, Dec 5; although the information about the presale tickets day was only published on Twitter and a few big banners ads, the 6000 tickets were sold out in less than 10 hours! A similar thing happened a few months earlier, Java Musikindo sold presale tickets of Pitbull, and 4,400 of them sold out in less than 24 hours. As with Maroon 5, Java Musikindo only promoted the presale tickets via Twitter, and it worked really well. Who would've thought that Pitbull would get that awesome response from the public? Java Musikindo is also using this strategy for the upcoming Deftones gig, scheduled to play in Jakarta on Feb 8. Their presale tickets were sold on Nov 27, a few months before the gig. Although no proper data is published as to how many tickets were sold, if we look from the Twitter time line obviously the Deftones concert has created a lot of hype on that web platform. Earlier in October, JavaRockin'Land already proved how effective this Twitter marketing can be. By creating its own account which people can follow and know what's going on minute by minute with JavaRockin'Land (e.g. are Smashing Pumpkins confirmed to play? When are the presale tickets on sale?). The gig itself ended up a massive success: Almost 50,000 people came to witness the biggest rock concert in South East Asia. Maybe not all because of Twitter, but there's no doubt that Twitter played a major role here. Yes mister, the super power of Twitter!
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Sebuah peristiwa fenomenal baru saja terjadi—barangkali belum pernah sebelumnya—dalam jagat hiburan musik di Indonesia: Pada hari Minggu, 5 Desember, 6.000 karcis konser Maroon 5 ludes cuma dalam 10 jam! Tak cuma mencengangkan karena licin tandas dalam hitungan kurang dari setengah hari, promo yang minim (hanya melalui Twitter dan segelintir baliho), juga calon penonton bak tak peduli dengan harga tiket yang tergolong mahal: Rp 600 hingga Rp 800 ribu. Oh, belum lagi soal pertunjukannya di Jakarta yang masih jauh, empat setengah bulan lagi, 27 April 2011.

Memang promotor Java Musikindo sempat juga mencatat rekor serupa saat menggelar konser rapper asal Florida, AS, Pitbull, di bulan Mei silam. Kala itu 4.400 tiket terjual habis kurang dari 24 jam. Namun sang CEO, Adrie Subono, tampaknya lebih ternganga dengan fenomena Maroon 5 yang menurutnya sudah ultra heboh bahkan sejak awal diumumkan lewat Twitter sebulan sebelumnya. Modus operandi yang mirip sejatinya diterapkan pula terhadap grup nu metal dari California, AS, yang dijadwalkan tampil pada 8 Februari 2011. Adrie agresif mengumumkan tanggal konser Chino Moreno dkk lewat akun Twitter miliknya seraya menegaskan bahwa presale tiket berharga lebih murah dari harga normal cuma sehari yaitu pada 27 November. Walau sambutan yang didapat bisa disebut meriah, tapi prestasi Deftones ini tidaklah semonumental Pitbull apalagi Maroon 5.

Promotor musik besar lainnya, Original Production, mengambil langkah kurang lebih sejenis. Untuk mempromosikan aksi Iron Maiden tahun depan, 17 Februari di Jakarta dan 20 Februari di Bali, di tanggal 14 November, di hari itu saja, dijual tiket presale dengan diskon khusus. Seberapa efektif strategi ini berjalan, belum didapat data yang sahih. Namun di garis waktu Twitter benderang tergambar bahwa hype-nya telah terbangun dengan baik. Paling tidak para hulubalang metal Jakarta terkesan begitu bersemangat berbicara soal karcis presale Iron Maiden ini. Begitu juga Java Festival Production, ketika menyelenggarakan JavaRockin’Land Oktober lampau, antara 1-2 bulan sebelumnya telah menjual tiket presale dengan harga lebih rendah dari standar plus promosi masif di jagat maya (Twitter, Facebook, website, dsb) & dunia nyata. Kiat ini terbukti manjur, pengunjung yang datang selama 3 hari konser JavaRockin’Land melimpah ruah, acaranya sukses besar. Puluhan ribu orang datang tiap harinya…

The power of Twitter! The magic work of social network!

English version

Like it or not, you have to agree with the power of Twitter—or social network, at least. Look what happened with Maroon 5. They are scheduled to play in Jakarta on April 27, 2011. Java Musikindo, the promoter, started promoting the concert a month ago and opened the sale of presale tickets on Sunday, Dec 5; although the information about the presale tickets day was only published on Twitter and a few big banners ads, the 6000 tickets were sold out in less than 10 hours!

A similar thing happened a few months earlier, Java Musikindo sold presale tickets of Pitbull, and 4,400 of them sold out in less than 24 hours. As with Maroon 5, Java Musikindo only promoted the presale tickets via Twitter, and it worked really well. Who would’ve thought that Pitbull would get that awesome response from the public?

Java Musikindo is also using this strategy for the upcoming Deftones gig, scheduled to play in Jakarta on Feb 8. Their presale tickets were sold on Nov 27, a few months before the gig. Although no proper data is published as to how many tickets were sold, if we look from the Twitter time line obviously the Deftones concert has created a lot of hype on that web platform.

Earlier in October, JavaRockin’Land already proved how effective this Twitter marketing can be. By creating its own account which people can follow and know what’s going on minute by minute with JavaRockin’Land (e.g. are Smashing Pumpkins confirmed to play? When are the presale tickets on sale?). The gig itself ended up a massive success: Almost 50,000 people came to witness the biggest rock concert in South East Asia. Maybe not all because of Twitter, but there’s no doubt that Twitter played a major role here.

Yes mister, the super power of Twitter!

__________________

*This article was originally published on The Beat (Jakarta) mag # 28, December 2010

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Rudolf Dethu

Rudolf Dethu

Music journalist, writer, radio DJ, socio-political activist, creative industry leader, and a qualified librarian, Rudolf Dethu is heavily under the influence of the punk rock philosophy. Often tagged as this country’s version of Malcolm McLaren—or as Rolling Stone Indonesia put it ‘the grand master of music propaganda’—a name based on his successes when managing Bali’s two favourite bands, Superman Is Dead and Navicula, both who have become two of the nation’s biggest rock bands.
Rudolf Dethu

Rudolf Dethu

Music journalist, writer, radio DJ, socio-political activist, creative industry leader, and a qualified librarian, Rudolf Dethu is heavily under the influence of the punk rock philosophy. Often tagged as this country’s version of Malcolm McLaren—or as Rolling Stone Indonesia put it ‘the grand master of music propaganda’—a name based on his successes when managing Bali’s two favourite bands, Superman Is Dead and Navicula, both who have become two of the nation’s biggest rock bands.

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