Last Saturday I went to Java Jazz Festival. The festival has a special meaning for me, since I used to be a volunteer for three consecutive years while I was still in Uni. However after graduating and stopped being a volunteer, I somehow stopped coming as well, I guess it was because my schedule was never fit anymore (plus, I was away for a year).
During that period when I didn’t attend the festival, it moved place. It used to be held in JCC Senayan in South Jakarta, but a couple years back it was moved to JI Expo Kemayoran, in North Jakarta. So, last weekend, when I went, was my first time to attend the festival in its new home.
I went there with some friends, and our main purpose was to see Mayer Hawthorne. Although, apart from him, we also got to see D’Sound, Dave Koz, and some local artists.
It was quite weird for me, being in Kemayoran for the festival. I mean, Java Jazz for me was always JCC Senayan, not this big new place in Kemayoran. Anyway, I have to admit that Kemayoran, cause it’s way bigger than JCC, is more convenient to host the festival. I still remember the last time it was held in Senayan, supeeeerrr crowded, we barely could see any performance conveniently.
However, bigger venue also means bigger exhibition spot. I saw more sponsored booths than when it was still in JCC. I guess the festival has proven itself to be a great spot for brand activations.. cause I saw so many brands had an activation booth. The ones that caught my eye were Vaseline and Google + booth. Vaseline offered a special relaxation treatment (foot massage + music therapy) for their customers who purchased their products for a certain kind of amount. Google +, was even cooler, they had a photo booth, and laptops, to be used in trying out Google + hangout, one of their distinctive feature. I also got the chance to try it, I kinda (for 5 minutes-ish) hang out with Mama’s Gun through Google + hang out! It was cool , I have to admit.
Now seeing all those exhibition/brand activation spots made me wonder… I guess the festival has turned out not to be only a place to watch music performances but also to hang out and browse around? To shop? To see and be seen? Well anyway, here’s a description on music festival I found on Wikipedia.
“A music festival is a festival oriented towards music that is sometimes presented with a theme such as musical genre, nationality or locality of musicians, or holiday. They are commonly held outdoors, and are often inclusive of other attractions such as food and merchandise vending machines, performance art, and social activities”.
Considering that description.. I guess those sponsored booths can be classified as “social activities”, so it’s alright to have that many booths.. though I prefer more music, with only food and merchandise booths :)
Anyway, Java Jazz festival was still enjoyable, as always! Good music and good company, nothing could beat that!
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