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Embracing Jazz:
Exploring Audience Participation
in Jazz Music in Its Birthplace
Elyria Kemp, Michael G. White
J
azz was a new form of musical expression aged 18 to 24 were far less likely to attend jazz
that emerged at the beginning of the 20th events in 2008 than in 2002.
century in America and embodied artistic,
social and cultural change. Aesthetically, jazz Findings from other sources also suggest that
was revolutionary in that it challenged standard cultivating younger as well as more diverse audi-
musical concepts, personified sounds that were ences for jazz has been problematic (Warner,
artistically flexible and vibrant, and afforded 2010). The Jazz Audiences Initiative compiled
freedom of expression. Socially and culturally, information about ticket buyers at prominent
jazz spawned ground-breaking changes in jazz institutions across the United States (Warner,
America. Before American society became 2010). Its findings suggest that 83% of ticket
racially integrated, jazz musicians and their buyers are over the age of 45 and 79% are white/
recordings were being listened to by people of Caucasian. There are no significant gender dis- Elyria Kemp, PhD, is Assistant
all ethnicities (White, 2009). parities, however: The results show that 46% of Professor in the Department
buyers are female and 54% male. of Marketing and Logistics,
College of Business
However, the momentum and favour that
Administration, University
jazz once enjoyed with American audiences has Some critics attribute the decrease in jazz
of New Orleans. Her research
not necessarily persisted. American audiences audience participation to evolution of the art interests include hedonic
for this art form are declining. According to the form itself. Jazz, once a popular music, has consumption, emotions
National Endowment for the Arts’ (NEA) (2008) become high culture; thus, its audience and and consumption, and social
Survey of Public Participation in the Arts, people demographics now emulate those of classical marketing and public policy
in the age range 45 to 54 – traditionally the music and opera (Teachout, 2009). Others sug- issues as they relate to
largest jazz proponents – have shown a steep gest that the problem is one of access and that vulnerable consumers.
decline in attendance at jazz concerts. In 2002, there are fewer venues offering live jazz Before entering academia,
13.9% of those surveyed in this age cohort she worked in the arts and
(Blumenfeld, 2009). Still others hold that cut-
entertainment industry.
reported attending jazz performances; by 2008, backs in music education have stifled jazz audi-
only 9.8% indicated they had attended a jazz ence development (Jenkins, 2001). Furthermore, Michael G. White, PhD, is
concert – a decline of 30%. Historically, college- some purport that there is a fundamental prob- the Keller Endowed Chair
educated individuals patronized live jazz. lem with the categorization and branding of the in the Humanities at Xavier
However, results of the survey indicate that the University of Louisiana. In
music itself (Payton, 2011). Nonetheless, the
addition, he is a prominent
proportion of college-educated adults attending debate continues about how to address the issue
figure in the jazz world, with
jazz performances decreased from 20.9% in 2002 of declining audience participation for jazz music. an active career as a clarinet-
to 14.9% in 2008. Further, long-term-trend ist, bandleader, historian,
analyses are showing an aging audience for jazz. This study examines the issue of declining recording artist and advocate
According to the NEA survey, the average age jazz audience participation. New Orleans has for the authentic, traditional
of a jazz audience member is 46 and young adults long been heralded as the birthplace of jazz. Each New Orleans jazz style.
A b st r a c t
Jazz is an American art form that has become a reflection of universal passions, emotions and the human
experience. However, American audience participation for the art form is declining. New Orleans has long been
heralded as the birthplace of jazz, and although jazz music can be heard at various venues as well as music
festivals throughout the city, local audiences do not make up the majority at venues dedicated to jazz perform-
ance. This study examines barriers to audience participation for jazz music. Specifically, audience participation
in New Orleans is explored using the Motivation, Ability, Opportunity model as a guiding framework. Empirical
evidence, consisting of residents’ insights concerning jazz and possible barriers to participation, was gathered
via in-depth interviews. Further, drawing from the literature on consumer engagement and brand experience,
a model is proposed to address how such barriers might be overcome through strategic marketing efforts that
create meaningful and engaging jazz consumption experiences.
KEYWORDS
Jazz, audience development, New Orleans, marketing
RÉSUMÉ
Le jazz est une forme d’art américaine qui a su refléter les passions, les émotions et l’expérience humaine. Cependant, la
participation du public américain à cet art est en déclin. La Nouvelle-Orléans est reconnue pour être le berceau du jazz,
et bien qu’il soit possible d’entendre cette musique dans divers lieux de la ville tels que les festivals de musique, le public
local ne constitue pas la majorité dans les lieux dédiés aux spectacles de jazz. Cette étude examine les barrières à la par-
ticipation du public aux spectacles de jazz. En particulier, cette participation du public à La Nouvelle-Orléans est examinée
à travers le modèle des motivations, des compétences et des occasions, lequel sert de cadre de référence. Les évidences
empiriques, consistant dans les opinions des résidants au sujet du jazz et dans les possibles barrières à la participation,
ont été recueillies au moyen d’entrevues en profondeur. De plus, s’appuyant sur la littérature concernant le comportement
du consommateur et l’expérience de marque, un modèle indique comment de telles barrières peuvent être surmontées
grâce à l’élaboration de stratégies de marketing s usceptibles de créer des expériences de consommation du jazz signi-
fiantes et engageantes.
MOTS CLÉS
Jazz, développement du public, La Nouvelle-Orléans, marketing
RESUMEN
El jazz es una forma de arte estadounidense que se ha vuelto el reflejo de pasiones, emociones y experiencia humana universales.
Sin embargo, la participación del público estadounidense en esta forma de arte va disminuyendo. En Nueva Orleans, la proclamada
cuna del jazz, sigue oyéndose esta música en varios lugares y festivales sin embargo en estos eventos dedicados al jazz el público
local es minoría. En este estudio se analizan los obstáculos para la participación en la música jazz, y más específicamente, la
participación del público de Nueva Orleans utilizando el modelo Motivación, Capacidad, Oportunidad como marco rector. Los
datos empíricos se recogieron mediante entrevistas detalladas en las cuales se buscaban la percepción de los residentes del jazz
y los posibles obstáculos a su participación. Basándose en la documentación sobre el compromiso del consumidor y la experiencia
de marca, se propone un modelo que permita vencer dichos obstáculos mediante esfuerzos estratégicos de mercadotecnia que
lleven a la creación de experiencias valiosas y atractivas de consumo de jazz.
P A L A BR A S CLAVE
Jazz, participación de públicos, Nueva Orleans, mercadotecnia
A
experience” to the marketing literature, concep- n interpretive research approach was employed
tualizing it as the subjective and internal con- to examine local audience participation for
sumer responses evoked by brand-related stimuli jazz music in New Orleans (McCracken, 1988;
that are part of a brand’s design, identity, pack-
aging, communications and environment.
According to Brakus, Schmitt and Zarantonello FIGURE 2
(2009), brand experience elicits four distinct Enhancing MAO through Experiential Components
types of consumer response: sensorial, emotional,
using the Marketing Mix
intellectual and behavioural. Sensorial responses
refer to whether the brand makes an impression
on the consumer’s senses (sight, sound, hearing,
smell and touch); emotional (affective) responses Emotions
are related to whether the brand induces feelings +
and sentiments in the consumer; intellectual Product and Motivation
(cognitive) responses have to do with the degree Promotion +
to which the consumer engages in thinking about
the brand; finally, the behavioural component Senses
refers to the consumer’s willingness to engage
in physical action associated with the brand.
Promotion Intellect/ + Ability
The four components of brand experience and Place Cognition
might also be applied to consumption experi-
ences, and thus be integral elements in engaging
audiences in the arts. Specifically, appealing to
the distinct components of experience (emotions, Place,
senses, intellect and behaviour) may positively Action/ +
Promotion Opportunity
impact motivation, ability and opportunity (see Behaviour
and Price
Figure 2). Offering positive emotional experi-
ences that stimulate the senses can engage
T a b le 1
SAMPLE (N = 18)
In the MAO, limited ability refers to individual Some informants said they did not believe
factors that may prevent an individual from act- that they were the target audience for many of
ing. An ability factor that could impact local the jazz clubs or that promotions were directed
audience participation is lack of education. Critics at them. However, jazz venues can dispel such
have argued that cutbacks in music education misperceptions by reaching out to locals in their
may have stifled jazz audience development promotional efforts. This might include hosting
(Jenkins, 2001). This view was expressed in the “a locals’ night,” where local audience members
present study. Several informants attributed the are afforded some special recognition or perk.
diminishing interest in the art form to lack of Campaigns to encourage locals to become “tour-
education and exposure to jazz among youth. ists” in their own city have gained momentum
in recent years (Walker, 2003). Jazz clubs might
A key aspect of the consumer experience is be successful in partnering with the city on ini-
appealing to consumer cognition and intellect. tiatives to encourage residents to explore local
To positively engage with a product offering, the entertainment opportunities.
consumer should possess positive thoughts and
cognition towards the product. If the consumer
does not understand the product and lacks the
knowledge needed to understand it, interest in Theoretical Implications
the product will be impacted and consumption
may even be prevented.
T he MAO framework, first introduced in the
consumer research literature, has been
applied in audience development to examine
Jazz presenters may be able to narrow the
barriers to participation in the arts. The present
education gap through promotion and outreach. study not only investigated why there may be
Efforts might include sponsoring outreach events barriers to audience participation in one of
(e.g., off-site musical performances) in local America’s indigenous art forms, but contributes
neighbourhoods. To mitigate costs, such initia- to arts management theory by offering prescrip-
tives could be undertaken in tandem with other tions for enhanced motivation, ability and oppor-
entities (i.e., other clubs, festivals). Educating tunity for creating positive consumer experiences.
potential audiences and fostering awareness about Once specific barriers to attendance are uncov-
jazz could lead to the development and cultiva- ered, potential audiences can be engaged through
tion of relationships with the local community. positive experiential encounters by appealing to
These efforts could eventually pay off in the their emotions, senses, intellect and behaviour.
form of increased local patronage. Further, positive experiential encounters can be
engendered through an effective marketing pro-
gram. For example, creating positive experiences
Opportunity: Changing Behaviour that appeal to the emotions and senses through
positioning and the adoption of a market orienta-
Essential to the consumption experience is getting tion can ignite desire, interest and motivation.
the individual to act in some way related to the Similarly, appealing to an individual’s intellect
product offering or brand. Purchase or consump- and cognition through effective promotion of
tion of the product is one of the primary desired and education regarding the artistic offering can
behaviours. In the present study, many informants enhance proficiency and ability. Finally, encour-
took issue with the location of jazz venues, citing aging the individual to take action with respect
it as a barrier to participation. They indicated to the offering through creative promotion,
that many of the venues are located in congested pricing and improved accessibility may mitigate
areas where parking is a problem. The venues perceived situational and environmental
where jazz is performed may not always be obstacles. Engagement in the arts will not only