Sociocultural Existence of Lahbako Dance Through The Marketing of Events And Festivals

Abstract

Event Marketing and Festival is a development in the form of activities that are made to create an impression, publish a brand and interaction between participants and brands.  Lahbako dance as one of the icons of Jember is a dance that depicts farmers who process tobacco ranging from picking to cutting tobacco leaves. Lahbako Dance artwork is presented to welcome foreign and domestic tourists. This study applies a qualitative approach that focuses on event marketing and festival strategies carried out by dance artists to maintain the existence of Lahbako Dance in Jember Regency. Data collection uses observation, interviews, and documentation. In maintaining the existence of Lahbako dance, there are still many dance artists and dance sanggars in Jember who participate in marketing this dance through events and festivals including Sanggar Kartika Budaya, Sanggar Cemara Biru, Sanggar Sotalisa and Saggar Sembagi Arutala Jember.  The marketing model of events and festivals is held regularly 1 month at a time, with the intention of  preserving Lahbako Dance and introducing it to new artists and the people of Jember. These results show that there are still efforts from art actors to market the original dance through events and festivals.