Management of FKY’s Visual Content Production

¹ Communication Department, Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia
² Communication Department, Universitas Muhammadiyah Ponorogo, Indonesia

^* Corresponding author: erwansudiwijaya@umy.ac.id

Abstract

One event that encourages economic growth in Yogyakarta is the Festival of Culture of Yogyakarta (FKY). In the 2022 FKY held at Taman Kuliner Condong Catur, vendors experienced a more than 100 percent increase in sales in just 18 days. Over 39,000 people participated in FKY Memeh Ruah 2022. Creative spaces were provided to a total of 1,749 arts and culture professionals. In line with the growing economic impact, 60 tenants at Taman Kuliner reported that daily economic transactions were exceeding IDR 25 million. This research aims to describe content production management by the FKY communications team in marketing the festival on digital media. Researchers used qualitative research methods with a descriptive analysis approach. Data was collected through interviews with Rully Prasetya, FKY Creative Director, observation of visual content produced by the Communications Division on their Instagram account, and documents from media coverage related to the event. This research reveals that content production management by the FKY communications team for festival marketing in digital media is carried out through corporate focus, customer experience, content creation, channel promotion, and check-back analysis, all with a collaborative thread. The novelty of this research lies in the collaborative process of content production for digital media, which involves various stakeholders.