Ngayogjazz is an annual music event held since 2007. Ngayogjazz tries to change the mindset of people that jazz does not have to be expensive and difficult but it must be easy to hear and affordable. Ngayogjazz brings music that is famous with the elite status that is brought closer to the villagers but can also be enjoyed by the wider community.In this research, the researcher used descriptive qualitative as the research method by collecting data through in-depth interviews and documentation. There are three aspects that are being the reference for the researcher, that are the promotion strategy (planning, implementation, and evaluation). This type of research data consists of primary and secondary data sources.Result obtained from the study suggested that promotion strategy through social media instagram has prior focus as reminder and information provider. It is also present non formal languange that mixed between bahasa Indonesia and Javanese language in order to make it sounds more familier to the potential audience. Hence it also involved local wayang “shadow puppet” character and cows rickshaw to create closer proximity to people as well as change their perception on jazz which so far perceieved as elite music. However, there are weaknesses in the evaluation related to the measurement of promotion results. Ngayogjazz does not have a specific standard to measure the efficacy of promotion media.