How to make people become Ambassadors of Jazz - A Comparative Case Study of Voluntary Jazz Concert Promoters in Agder
Master thesis
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http://hdl.handle.net/11250/2565005Utgivelsesdato
2018Metadata
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Sammendrag
This study observes the comparative cases of two jazz clubs in the region of Agder, South of
Norway. The cases investigated are the Non-Profit Organisations (NPOs) and voluntary
associations (VOs); Kristiansand Jazzvesen (KJV) and Arendal Jazzklubb (AJ), that has slightly
different organisational structures and environments. The main objective has been to unveil if
there is a need for ambassadors of jazz, or jazz enthusiasts, in order for these jazz concert
promoters to ‘thrive’, improve their live jazz concert experiences and recruit new volunteers.
Then, how this can be achieved in a fast-changing digitalised “festivalised” society is examined.
The research is based on both qualitative and quantitative research from interdisciplinary
research fields, and is inspired by a Mixed Methods methodology developed from the Chicago
School. Results shows that there is a need of more jazz ambassadors in Agder for jazz concert
promoters to thrive. Other important success factors consist of the following; ‘high quality
products’, ‘trustworthiness’, ‘loyal audiences’, ‘live concert experiences’, ‘promotion’, ‘good
reputation’, increased numbers of ‘voluntary enthusiasts’, ‘jazz culture’ the development of the
Agder Jazz communities, ‘good service’, ‘economical funding’ and ‘communication’ both
artistically and on a business level. Also, organisations that are managed or driven by volunteers
are very important part of the Norwegian Music Business.
Key Words: Jazz Club, Concert Promoters, Non-Profit Organisations, Jazz Ambassadors,
Live Concerts, Audience Experiences.
Beskrivelse
Master's thesis Music Management MU501 - University of Agder 2018