How to make people become Ambassadors of Jazz - A Comparative Case Study of Voluntary Jazz Concert Promoters in Agder

Abstract

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.