This study examines the application of event management principles in organizing and producing Pesta Bergoyang, a regional music festival produced and curated by IMADI Media in East Java, Indonesia. By examining the five general stages of event planning researching, designing, planning, coordination, and evaluation this study determines how situational adaptation and strategic choices led to the overall success of the festival. Drawing from qualitative data sources such as interviews, internal reports, and field observations, this research demonstrates that IMADI Media practiced a culturally based and audience-centered model of content curation and stakeholder engagement. The research highlights how the integration of local identity, particularly through the genre of dangdut koplo, strengthened emotional resonance with target audiences, while the use of tiered ticketing, segmented outreach, and hybrid online-offline marketing models enabled inclusive participation across economic and geographic lines. The findings emphasize the importance of adaptive planning, stakeholder collaboration, and localized programming in music festival management. The study concludes with both theoretical and practical recommendations aimed at informing and improving future event planning frameworks, as well as providing meaningful insights for cultural entrepreneurs working with emerging markets. This dissertation constitutes an important contribution to the growing discussion of sustainable and culturally responsive event management in Southeast Asia.

Event Management, Music Festival, Business Event, Business Service, Music Festival