Jakarta, ThedailyID — Public doubts about YE’s Jakarta concert became one of the biggest communication challenges for Brightminds Communications.
Rather than simply confirming the event, the agency used storytelling to show audiences how preparations were progressing. The strategy included behind-the-scenes content featuring the promoter’s activities at the concert venue.
Brightminds began developing its communication strategy for YE Live in Jakarta in July 2026. The agency also provided social media management recommendations to the promoter, Raw Vision Collective.
Brightminds Founder and CEO Dody Rochadi said Raw Vision Collective previously managed its social media accounts internally. However, Brightminds identified the need for clearer communication guidelines to maintain consistent public messaging.
“We developed communication guidelines covering language use, how to respond to comments, and how to handle direct messages (DMs),” Dody said on November 5.
He explained that the team adjusted its use of Indonesian and English to match different audience profiles. It also emphasized the importance of responding appropriately to public comments and messages.
Turning Public Questions Into Stories
For Dody, storytelling plays an important role in effective communication. He believes public questions can become opportunities to develop meaningful content.
When audiences questioned whether YE would actually perform in Jakarta, Brightminds showcased concrete preparations.
One example featured Raw Vision Collective team members Dewi Gonta and Karen Tjahja working at Gelora Bung Karno (GBK).
The agency also developed content for World Mental Health Day. The campaign explored mental health themes in YE’s musical works and involved a psychologist for deeper discussions.
Meanwhile, community engagement became another way to build excitement. Brightminds invited the Lego community to participate in a competition inspired by YE’s concert.
Participants created various designs, including stage models and concert visual concepts. These activities allowed audiences to engage with the event beyond conventional promotional content.
Bringing the Concert Experience Closer to Audiences
Brightminds also introduced the concert’s stage concept through an activation at Jakarta’s Car Free Day (CFD).
The team displayed a half-scale replica of the Globe Stage as a photo area. The installation gave visitors an early look at the concert’s visual concept.
Another activation featured a choir performance at Electronic City in SCBD, Jakarta. Tony Williams, introduced as YE’s producer, conducted a Bandung-based choir alongside Angel Peters.
The performance featured several songs and incorporated traditional Indonesian instruments, including the kendang drum.
The promotional activities also continued after the concert. Dody said the event series concluded with an after-party featuring Tony Williams and Andre Troutman.
“Even after YE Live in Jakarta, the series continued with an after-party featuring Tony Williams and Andre Troutman,” Dody said.
He described Troutman as one of the creative figures behind YE’s music, including his work as an arranger and composer.
Through these activities, Brightminds combined social media communication, community engagement, and live activations to shape the public’s experience of YE Live in Jakarta.
