From October 8-10, 2010, the Java Rockin’Land music festival will take place in Jakarta, Indonesia. The major sponsor of this event is Gudang Garam International, one of Indonesia’s most popular cigarette brands. Perhaps the largest and highest profile music event to happen in the country, the Festival is drawing musicians from across the globe, with the Smashing Pumpkins as lead act.

Tobacco sponsorship of this sort is exactly how the industry entices young people to pick up the habit. By associating their products with popular music, sporting teams and other youth-focused events, the industry is able to effectively capitalize on the imagery and identity of artists, athletes and pop culture themes. Whether they intend to or not, the musicians at this festival will essentially become brand ambassadors for this cigarette company. There’s a reason why tobacco industry shells out millions of dollars for this type of sponsorship – it works.

As the fifth largest tobacco market in the world, Indonesia has over 70 million smokers. One of the few countries in the world that has not signed the WHO's Framework Convention on Tobacco Control, there are limited tobacco control policies or education programs in the country. Transnational companies as well as local manufacturers have an open playing field when it comes to marketing, advertising and sponsorship. Smoking kills at least 200,000 people each year in the country.

However, musicians do have the ability to stand up to the tobacco industry's egregious marketing tactics. In April 2010, former American Idol winner Kelly Clarkson removed tobacco advertising and sponsorship from her Jakarta tour, at the urging of fans and anti-smoking groups. Similarly, Alicia Keys refused to play her Indonesian tour unless sponsorship and marketing from Phillip Morris’ Sampoerna brand was halted.

Smashing Pumpkins, the tours’ headliner and biggest U.S. act, have the same power. They can refuse to play unless sponsorship from the cigarette makers is ended and their logos removed from all concert paraphernalia. Indonesia may just be another stop on their 2010 tour, but the lasting impression they make in the country – for better or worse – has significant ramifications. 

Photo credit: claudia.rahanmetan