Prambanan Jazz Festival (PJF) is one of the largest annual jazz music festivals held outside Jakarta owned by PT Syakira Ghyna Rajawali Indonesia Communication (Ricomm) first held in 2015. The event starts in the afternoon until the evening at Prambanan Temple starring top Indonesian and foreign musicians. The research method used in this thesis was descriptive qualitative by collecting data through in-depth interviews and document studies. The data type of this study are composed of primary and secondary data sources. The results obtained from this study are Ricomm's promotion strategies in the form of giving special discounts to certain product members, increasing interest through different visual forms each year in promotional pictures and videos in printed or digital media, improving the quality of relations with connoisseurs music through social media, and increasing the use of social media in every promotion carried out such as working with ads or buzzers. Furthermore, in implementing the promotion strategy, Ricomm uses various media to increase the number of viewers each year. Communication channels conducted by Ricomm are dominated through non-personal with a mix of advertising promotion, sales promotion, public relations, and face-to-face sales. In each media campaign, the information provided is delivered using Indonesian and English because the target audience is not only Indonesian. However, there is a weakness in Ricomm's promotion strategy, which is only focusing on non-personal communication channels so that it does not have a specific indicator of success in conventional promotional media.