INTRODUCTION
This research focuses on the role of media relations and
media innovation at the “Guns N Roses (GNR)” music concert in Jakarta in 2018,
which took place at Gelora Bung Karno, Jakarta. The theme of this concert is
"NOT in This Lifetime Tour" which is a reunion concert. One recent
example is the Guns N 'Roses reunion which reunites Axl Rose, Slash, and Duff
McKagan on one stage.
The reunion is a moment of reuniting the personnel who
have separated. Either separated on good terms, or not (Alumni & Doebler, 2012).
Guns N' Roses (GNR) is a rock band from the United States,
founded in 1984 and inaugurated in March 1985. Some of the initiators of GNR
are former Hollywood Rose vocalist, Axl Rose, and former LA Guns guitarist,
Tracii Guns. In 1991 - 1992 GNR reached its peak as rock band in the world,
when the second album "Use Your Illusion" famous in the market.
The number of Guns
N Roses fans is also not small, reaching 29 million fans on social media
Facebook in 2022 from all over the world, and fanbase is in Sao Paulo, Brazil (Central, 2018). In
2018, GNR held a music concert themed Not in This Lifetime Tour was held at the
Gelora Bung Karno Main Stadium (SUGBK), Jakarta. Third Eye Management became
the promoter to bring GNR to Indonesia.
Third Eye Management (TEM) is a live entertainment and
event promoter founded by Samantha Tzovolos. Founded in 2007, TEM has been a
promoter of marketing top musicians namely STING, Michael Buble, The
Chainsmokers, Ariana Grande, Mika and Il Divo, especially Guns N Roses. Justin
Bieber concerts in India, Foo Fighters in Singapore, and many more (TEM Manag., n.d.)
In organizing the event, it is necessary to have a public relation.
Public relation is included in the management function aimed at establishing
and maintaining a relationship of trust between the organization and the
community, this becomes a benchmark in its success or failure, which focuses on
engagement and developing relationships between the parties involved (engagement
and relationships) (Smith, 2021). In the scope of public relations, the
media is stakeholder a very important (Jelen-Sanchez, 2017; Sari, 2017).
A public relations officer must understand well about the
strategy in creating a relationship with the media as well as the skills and methods
of public relations in establishing relations with the media (Soemirat & Ardianto, 2012).
Media relations is an external relationship and the
perpetrators are public relations professionals in an institution or
organization and is related to the implementation of good relations with the
media in order to maintain and improve the good name and image of the
institution or company (Adnjani, 2019; Ferguson, 2018).
Media relations can also be defined as a tool to inform
the public about an issue, such as the activities of an institution or
organization through publications (Sambo, 2019).
The hope is that the message conveyed by the media can be
well received by the public. Media relations is essentially providing
information or feedback on institutional or organizational issues which if the
media already have a good relationship then the messages they convey to the
wider community will be good too (Adnjani, 2019).
The role of the media has an impact on the formation of
opinions and improves the good reputation of an institution or organization in
the community, because the news produced by the media is the direct consumption
of the community (Sari, 2017).
One of the public relations that require media relations
is the publication events concert. It is said that event can be successful,
because of the large number of audience and fan participation. Public relations
who have good relations with the media can promote concert events during
pre-event, during-event, and post-event (Nirwantoro, 2016).
Currently, public relations are experiencing a development
from conventional such as newspapers, TV, radio, towards being based on social
media and the internet. This is also known as Digital Public Relations, which
is a form of new media creation that involves the practice of multimedia using
digital and computer technology (Fachruddin, 2019).
The change from previous technological developments
towards digitalization is what is called media innovation. Innovation is a new
tool, thing or idea that did not exist before, so creating it can be an
interesting and useful progress (Christensen et al., 2016; Klausen, 2017).
This technological progress cannot be separated from the
development of the industrial revolution which started from 1.0 to 4.0. The
presence of the Industrial Revolution 4.0 is marked by the development Internet
of or for Things (IoT) which presents new businesses, new jobs, new professions
that were not thought of before (Andrini et al., 2020).
Something new does not only create novelty, but must also
be useful for innovators and the public which also has an impact on media
innovation, especially in terms of technological advances in media that are
offered as products and services for the economic and social progress of an
organization supporting the innovation media (Klaß, 2020).
Due to the development of science and technology related
to the internet, this has led to the presence of various social media that can
be accessed by anyone and at any time. In this case it is also felt by media
relations to provide various information through social media such as
Instagram, Twitter, Youtube, Whatsapp, and so on (Hidayat et al., 2020).
In this case, Third Eye Management promoters use online
media in the form of websites and social media such as Instagram, Twitter and
online news portals that play a role and innovate in the development of digital
media (Informant SA, 2022).
From the description above, the author is interested in
examining the role of media relations and media innovation at the Guns N Roses
music concert event. The purpose research is to know and understand the role of
media relations and media innovation at the Guns N Roses music concert event.
METHOD
Methods Research methods
are scientific guidelines for obtaining data for certain purposes (Suwendra, 2018). The research method is an act of discovering
and developing, as well as verifying the facts of knowledge in scientific ways (Moleong, 2017).
The research approach used
in this research is descriptive-qualitative. Descriptive research is research
that explores to reveal current solutions to problems based on data (Moleong, 2017).
As the main informant in
this research is Meta Juanita (Public Relations Third Eye Management), Samantha
Tzovolos (CEO of TEM Third Eye Management). Meanwhile, other supporting sources
in this study were Gema Arinda Tanjung (Metro Tv Journalist), Andika Andita
(Online Journalist), and Dany Permana (Guns N Roses concert audience).
Data collection techniques
are carried out through several stages, namely; First, participation
observation, the second stage, in-depth interviews to check or prove the
information previously obtained. Information obtained for the validity of the
data using triangulation of sources with observations, in-depth interviews, and
documentation.
RESULTS AND DISCUSSION
Answering the problem in this research, namely how the role of media
relations and media innovation at the Guns N Roses music concert event will be
discussed which focuses on the analysis of the theory of Robbins and Judge (2015), namely media
innovation with the following components; 1) new ideas in observing ongoing
phenomena, 2) products and services as a result of new ideas in media
innovation, and 3) systematic renewal efforts to achieve the perfection that is
expected and can be felt by the parties. inside it.
Meanwhile, to analyze the role of media relations, which is managed by
an institution, there are components that include; 1) image, 2) trust, and 3)
with the achievement of personal and organizational/business goals (Kinsky, 2019).
Regarding the image that has an impact on the company, it has an understanding,
where the image is a picture obtained by someone through understanding the
knowledge and understanding of the existing reality. Image can be formed based
on knowledge or information that can be received by someone (Andrini, 2018).
In answering the purpose of this research, which is to find out and
understand the role of media relations and media innovation at the Guns N Roses
music concert event, the researcher involved key informants who were selected
purposively, which are exposed in table 1 as follows:
Table 1
Table of Informants
|
No
|
Informant name
|
Informants’ status
|
|
1
|
Samantha Tzovolos (ST)
|
CEO Third Eye Management
|
|
2
|
Andika Andita (AA)
|
News Reporter Online Kompas.com
|
|
3
|
Meta Juanita (MJ)
|
Public Relations TEM Division (Key Informant)
|
|
4
|
Gema Arinda Tanjung (GAT)
|
News Reporter & Metro TV Presenter
|
|
5
|
Dany Permana (DP)
|
GNR Fans
|
Source:
author (2022)
Media Innovation in Guns & Roses
Music Concert
The development of media novelty is described in Robbins and Judge (2015)
into several parts, namely new ideas to observe ongoing phenomena, products and
services as a result of new ideas for media innovation, and systematic updates
to achieve completeness. The three components are variables on media innovation
as the basis for presenting data and information that have been managed
selectively to see the role of the research objectives.
New ideas are considered as the basis for media innovation to observe
new phenomena that are taking place. Informant ST CEO Third Eye Management
presented several descriptions of the new ideas implemented in the media for
promotion and public relations which were considered influential and effective
in promoting concert events, namely as follows.
In promoting the Guns N `Roses concert there is innovation, the use of
new media. by holding poster contests and giving GNR VIP packages to
influencers and giving official merchandise to Najwa Shihab to post on
Instagram. The use of these innovations is very beneficial for the Guns N'
Roses concert. The use of this innovation is also very effective to inform the
public about Guns N' Roses concerts so that tickets are sold out. This
innovation had a major impact on the significant increase in the number of Guns
N `Roses concertgoers (Informant SA, 2022).
Figure 1. Competition poster
Source:
Third Eye Management
In complementing new ideas for the use of media, informants AA, MJ, DP,
GAT also expressed the same thing with the components of media innovation,
namely as follows;
In the promotion and information
at the Guns N' Roses concert, innovations occurred, namely the use of new media
such as Instagram. The media used by TEM to apply these ideas/ concepts uses
old and new media, and prioritizes new media. This innovation has an impact on
the Guns N' Roses concert in terms of audience. These improvements are used to
increase knowledge of Guns N' Roses concerts for new media users such as
Generation Y and Z. This new improvement has a significant effect on increasing
the volume attending Guns N' Roses concerts (Informan AA, 2022).
Figure 2. VIP Box Guns N' Roses
Source:
Narasi.com
The influence and effectiveness of media innovation for event promotion
is considered successful and fulfills the aspects of public relations, because
public relations consist of plans to use persuasive communication in
influencing public perception and introducing new ideas to the public.
Informants AA, MJ, DP, GAT explained that promotion and information on new
media innovations through social media Instagram is considered as a form of
renewing media flow to certain communities, especially generations Y and Z. TEM
stated that through Instagram many roles from influencers to promote concerts
Guns N Roses. Across generations, the band Guns N Roses was famous in the past
in previous generations. Aspects of introduction and knowledge that are
filtered and applied in new media through influencers are considered to have a
major influence on concert ticket sales for generations Y and Z. This is also
due to the selection of influencer Nadjwa Shibab as the distribution of
information for the concert, which has a major influence on the Indonesian
people of generation Y. and Z who are mostly new media. Therefore, the practice
of public relations through new media on social media has a major influence in
voicing, providing certain information and knowledge (Abednego et al., 2021).
Figure 3. Najwa Shihab's Instagram post
Source:
Instagram.com
In addition, public relations related to PR Activity detected by TEM
experienced a significant increase in obtaining coverage from the media which
resulted in 1,145 media coverage being exposed from May 21 to November 8, 2018.
The attachment is a reference to the influence of media innovation used by TEM
as a form of media innovation. a big influence on media innovation in promoting
the Guns N Roses concert from the announcement or release of the concert activity
which started on May 21 2018, and ended on the day the concert started on
November 8, 2018. The attachment is a media coverage diagram accessed by MJ
informants, which is as follows;
Figure 4. Media Coverage
Source:
Informant MJ, 2022
Products and services as a result of new ideas in media innovation are
the next stage of media innovation described by theory related to products or
services offered and owned by certain public relations institutions in
providing media novelty. TEM stated that the services provided to the media
crew and certain communities were very good, informative, and cooperative in
conveying information about the Guns N Roses concert. This was also supported
by the CEO of TEM ST in suggesting several media innovations around TEM products
and services as the concert promoter of the event, namely as follows;
TEM provides services for media needs from pre-concert to concert day
and provides all documentation and media partner needs related to concerts and
support. This is accommodated by the public relations division to serve the
media. The information provided by TEM is useful for media coverage, because
TEM's public relations division is the main source of information for the
media. without a hitch and everything went smoothly. TEM helps media grow its
reporting network TEM maintains its relationship with the media. through a
consistent approach to the media by holding press conferences and media visits,
and providing easy access to the media to meet with management (Informant
MT, 2022).
Figure 5. Press Conference and Media
Tour
Source:
Third Eye Management
This was also felt directly by the media crew who coordinated and
collaborated with TEM regarding the products and services provided to the media
regarding information regarding coverage, press releases, as well as
information dissemination for the media to the wider community. Informants AA,
MJ, DP, GAT mentioned how far TEM media innovation is in providing products and
services to related parties or stakeholders, as follows;
TEM's relationship with media partners is good. The service that TEM
provides to the media during the Guns N' Roses concert is very good, proactive,
knowledgeable and cooperative. The information provided by TEM is very helpful for
the media to provide this information to colleagues in the media, without a
hitch. TEM helps networks report communications. Actively discuss to develop
creatively interesting content ideas TEM maintain relationships by
communicating regularly with the media and conveying relevant information (AA,
MJ, DP, GAT Informant, 2022).
To do a member check, the wider community will also experience the
products and services of the TEM promoter, especially the audience as end users
of the Guns N Roses concert event. The following is an overview that is felt by
the audience regarding TEM products and services as a promoter or organizer of
the event's concerts, which are as follows;
TEM's service to the audience at the Guns N' Roses concert was very
good, TEM provided the necessary information, such as the time and place of
ticket sales, information provided by TEM that could help the audience, the
media crew had no barriers to providing information about GNR TEM maintained a
relationship with the audience. audience through interactions and giveaways on
Instagram (Informant DD, 2022).
Picture 6. Guns N' Roses Quiz
Source:
Third Eye Management)
Informant CEO of TEM ST stated several improvement efforts in ticketing
and evaluation of coverage and news as a form of service to stakeholders. Not
only that, the public relations division of TEM stated that there are several
forms of evaluation and improvement of the practice of implementing public relations
through new media as a form of reference to improve by accommodating new media
in it to view the latest reports on Instagram, which are as follows;
TEM conducted a post-concert review with Guns N Roses artists and
assessed ticket sales and media coverage of the Guns N Roses concert. In
holding a Guns N Roses concert, there are no challenges. TEM held a special
event to make the Guns N' Roses concert a success, namely the Mini Concert
titled Tribute to Guns N' Roses 'Not In This Lifetime Tour' which was held at
Hard Rock Cafe, Jakarta. During the Guns N' Roses concert, there was no
disturbance whatsoever. PR held an evaluation after the concert by making a
Media monitoring report that evaluated media coverage quantitatively (number of
articles/news, media value, viewers, impressions) and qualitatively (tone, key
message mention, spokesperson (MT Informant, 2022).
In line with other informants from the media, AA, MJ, and GAT revealed
that efforts to improve and evaluate media innovations used by TEM against the
media and other public relations.
TEM held an evaluation after the Guns N' Roses concert by sending press
releases and uploading media reports about the Guns N' Roses concert on social
media. Guns N' Roses concert (MT informant, 2022).
There was a special event organized by TEM to make the concert a
success, a mini concert Tribute to Guns N' Roses, Not In This Lifetime Tour
organized by musicians from various bands as an evaluation and improvement
effort. Indonesian rock musicians such as Aria Baron, Candil, Kikan, Iga
Massardi and Stella Gareth. they performed many GNR songs (AA Informant, 2022).
Figure 7. Tribute to Guns N' Roses
Concert
Source:
Third Eye Management)
It can be seen that efforts and improvements to media innovation are
beneficial in accordance with the theory of Robbins and Judge (2015)
through the systematic use of technology media on new media used by TEM as the
promoter of the GNR concert features New media used through Instagram for
insights are recorded in numerical reports in the form of number, number of
articles, viewers, until impressions can be seen, as well as considering
insights in the form of qualitative in the form of content, comments and
message quality through new media related to concert events. the.
In terms of the role of media, media innovation, Robbins and Judge (2015)
theory is considered related to what is stated in the data and information from
key informants and other informants. This suitability answers the objectives of
the first research and will then be discussed further on the role of media
relations on several components of Kinsky's theory (2019)
in presenting top media relations such as image, trust, and the achievement of
personal and organizational/business goals.
This is considered normal because the pattern of media connectivity is a
network/network that maintains media relations with each other and collaborates
to achieve organizational/personal goals focusing on voicing the information to
be conveyed, especially in the context of this GNR concert event.
Maydina (2021)
provides findings on media relations where the image/reputation of the
media is currently owned, and GNR is considered to have a reputation as a
promoter/ facilitator in inviting top international bands, musicians, or
artists. This was also stated by the CEO of TEM ST who stated that the
promoter's image/reputation had so far been stated. The following is the
presentation in question, namely;
The TEM strategy in maintaining the image is to approach and build a
deep network and provide access to the media during concerts by providing a
strategic position for media covering concerts. And also provide tickets for
editors and high-ranking media officials. TEM did not have a negative image
during the Guns N Roses concert. TEM's image in the eyes of the general public
is as a consistent promoter of bringing international class A artists to
Indonesia (SA informant, 2022).
There are several efforts and strategies to improve the negative image
if there are views of the media and the general public seeing the TEM promoter.
This was revealed by the public relations division of TEM in carrying out
efforts to improve negative image and reputation if TEM was hit by these
issues, namely;
If a negative image occurs, the public relations department will find
out where the negative image is coming from and isolate and disable the source,
then hold a press release or press conference and disseminate information.
(through both old and new media) However, during the Guns N Roses concert,
TEM's image and public and media feelings were quite neutral and good. No
negative image (MT informant, 2022).
The media also expressed several views on the image/reputation obtained
by TEM. This was also mentioned by informants AA, MJ, GAT, namely;
The impression that TEM had was a great promotion, international
concert. If there is a negative
image, TEM will correct it by providing information that can offset or mask the
negative image. Or hold a press conference if it's important. TEM's good image
in the eyes of the public and always trying to bring quality artists to Indonesia
is TEM's effort to maintain its image (Informant AA, MJ, GAT, 2022).
Figure 8. CEO of TEM Media Tour at GBK.
Source:
Third Eye Management
Not only image and reputation are built in media relations, trust is
also established in media relations. Trust is assessed as a form of
subjectivity between media to acknowledge the honesty of the media's
capabilities so that between parties have a tendency between parties in it with
good relations and mutually beneficial relationships with each other. This was
also expressed by the CEO of TEM and the public relations division, ST and MJ,
as follows;
TEM's relationship with the media has been based on the belief that the
coverage provided is valid & accurate. Meanwhile, public relations must
believe that the coverage given to the media is not misused for the benefit of
the media. Trust in the media in public relations can be seen based on the good
interactions that exist between Public Relations using the media & are
mutually beneficial. The Public Relations Division has good interactions using
the media which can be seen based on the very positive output of media news
about TEM (Informant ST, MT, 2022).
As for the explanation of the results/outputs of trust obtained by the
media with TEM so far in initiating and reporting about the concert event,
Informants AA, MJ, DP, and GAT revealed as follows;
TEM's relationship with the media is based on trust and on the basis of
sustainable ecosystem relations such as good coordination, communication and
others. This is built on the media's trust in TEM which can be seen from their
intensity and tone in maintaining relationships with media partners. TEM has a
good relationship with the media (Informant AA, MJ, DP, and GAT, 2022).
The image and trust aspects of the role of media relations are
considered good and fulfill the connectedness of the media in building good,
cooperative, and integrated relationships with each other. So that it can meet
the interests, achievements, and goals to be fulfilled by the media, both in
the form of individuals and organizations. This is also felt by the TEM, both
the CEO and the public relations in it. Explanation of personal/ organizational
achievements in media relations.
The Guns N' Roses concert was considered a success thanks to the
overwhelming and positive media coverage and the high participation of fans and
audiences in pre-concert activities. And the number of spectators filled the
capacity of the GBK Stadium. In the Guns N 'Roses concert, the success of the
Guns N' Roses concert can be seen from the level of fan and audience
participation in pre-concert activities to D-Day and the positive response from
fans, partners and media. As well as, high and active media coverage and lots
of social media posts. Likewise, the number of spectators’ present fulfills the
capacity of the event location. And revenue from ticket sales also reached the
target. In addition, future achievements are expected to TEM hopes to attract
musicians and other international banks in the coming years (Informant
ST, MJ, 2022).
Aspects of personal and organizational achievements also need to look at
other media parties to see how far these achievements are perceived as
beneficial for various parties in it, especially for the media involved.
Informants AA, MJ, DP, and GAT provide an overview of the achievements obtained
as follows;
Guns N 'Roses Concert was a huge success. The success of the Guns N'
Roses concert was seen from the large number of satisfied audiences after
watching the show. TEM's hope in the coming years is to always maintain good
relations with the media, both new and old media (television, radio) (Informants
AA, MJ, DP, GAT, 2022).
This achievement is also seen from the perspective of the GNR audience
as a point of view that feels the benefits, the pleasure provided by TEM as the
promoter of the concert event, as well as information obtained from the media.
The DP party mentions some of the perceived achievements, namely as follows;
The Guns N' Roses concert hosted by TEM was a huge success. The Guns N'
Roses show was a huge success with ticket sales and audience attendance and
Guns N' Roses news in new media. The audience's hope for TEM in the coming year
is that we can continue to bring international artists to concerts in Indonesia
(Informant ST, MJ, 2022).
Figure 9. online media
Source:
kompas.com
The relationship between Kinsky's theory (2019)
and Maydina's theory (2021) research is considered to be related and
fulfills the purpose of this study, namely understanding the role media relations
on the Guns N Roses music concert where the image, belief, and personal/ organizational
achievements have met the criteria for data, information. which have been
sorted and reduced according to the provisions of the qualitative data
analysis.
The presence of the image as the initial benchmark of the organization
can meet the level of trust of other parties to build relationships, good
relations, professional networks to meet their respective personal interests
and goals. In this context, it is the interest of TEM as a promoter of music
events, the media in obtaining the information needed and provided by TEM, as
well as the audience of GNR fans who find it easy, fun, and satisfying in
participating in the music concert event.
It can
be said that there is a significant role between media innovation and media
relations on media management, both new media and old media, which are
dominated by new media through Instagram and the latest marketing/public
relations techniques through influencers, comments, impressions, viewers, etc.
In addition, the management of media innovation and media relations can
be said to have a major influence on the success of the GNR concert event and
fulfill the overall public relations aspects in terms of delivering new
information, building a good, coordinating, and cooperative stakeholder
network, building image and trust. Some of these components are considered to
also fulfill the interests and goals of various parties and stakeholders, both
the TEM promoters, the media, and the audience directly experience the benefits
that are met from the management of public relations in order to promote the
concert event which was successful, seen from various aspects.
CONCLUSION
The role and innovation of media
relations is part of the information in the management of the Guns N Roses
music concert as well as an understanding of the existence of media innovation
and media relations promoter TEM at the Guns N Roses concert, considered to
have a good role and relate to each other due to the use of new and old media.
dominated by new media. Viewed in detail, there are several parts that can be
concluded from the role of media, media innovation and media relations.
The innovation is considered to
have a significant effect because TEM manages media innovation through the use
of new media, namely social media utilization, the main one being Instagram.
The utilization carried out is to fully empower Instagram and social media
marketing features for generations Y and Z. The indicator of the success of new
media is seen from the media coverage that forms public opinion, attracts the
attention of the general public, the media to reach new and certain people.
Meanwhile, Kinsky's theory (2019) states that the development and development of a
positive image of the promoter of TEM as a company that invites GNR to hold a
music concert in Indonesia achieves a positive image that gains trust both in
the eyes of the media and the public as a big and well-known promoter who
invites artists, musicians, and international bands to Indonesia. The indicator
fulfilled in fulfilling the interests of TEM as a promoter was the success of
the GNR concert which was warmly and enthusiastically welcomed by the media and
the general public as spectators.
The success was shared with the
media in the form of information, press releases using new media to facilitate
access to news information, and also the audience who felt the success of the
event in terms of ticketing, the full audience during the event, to the endless
news after the event. Therefore, the role of the media, media innovation and
media relations have a big role in the successful management of certain events
or events, in this context the Guns N Roses concert event held in Indonesia.
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