Analysis of Instagram Communication Activities of @kitakitapesta in Organizing Music Concerts in Pekanbaru

Abstract

Communication activities on social media have become a primary strategy for

event organizers to reach their audience in the digital era. This research aims

to analyze the communication activities through @kitakitapesta Instagram

content in organizing music concerts in Pekanbaru. The focus of this research

is how content shared during the pre-event, during-event, and post-event

phases influences audience awareness, interest, and engagement. This

research used a descriptive qualitative method, where data was collected

through documentation of Instagram content, observation, and in-depth

interviews with the organizers and followers of @kitakitapesta. Data was

analyzed through three steps: data reduction, data display, and conclusion

drawing. The results showed that in the pre-event phase, content functioned

to build audience awareness through information about the artist line-up,

event schedules, and ticket promotions. During the event, the content focused

on real-time engagement and technical directions, while the post-event phase

served as a "cooling down" period to maintain long-term interaction and

collect feedback for future events.