The Jazz Arts Group is partnering again in 2012-2013 with the Jazz Education Network (JEN) to plan a track of workshop and research presentations connected to data from the Jazz Audiences Initiative (JAI).
The 4th Annual JEN Conference, taking place January 2-5, 2013, Atlanta, GA is calling for submission of research papers and workshop sessions related to the theme of “Networking the Jazz Arts Community…Local to Global”. The research track solicits the submission of original, principled research papers dealing with topics related to audience development for jazz with focus on presenting and producing jazz events in traditional and new venues, and marketing and messaging about jazz events. Building on the success of 2012 Jazz Arts Initiative (JAI) Workshop Track, we are most interested in topics that link to the following two ideas:
1) Ways to Sustain Presenting and Producing in Smaller Venues: The JAI research findings demonstrate that venue preference is a significant decision factor for audiences when deciding whether or not to engage with jazz. Across almost all market segments, current and potential ticket buyers indicate they would most likely prefer to engage with jazz in clubs or lounges with small tables. Among 18 – 34 year olds, venue may be a significant barrier to participation. These findings require us to explore more questions like: 1) What is the new sustainable business model for presenting in small or unusual venues? Additional experimentation, dialogue, and assessment will allow JAG to scale findings to help organizations of all sizes and locales bring new energy to jazz, as well as emerging, independent and creative music.
2) Ways to Leverage Story, Context, and Messaging for Deeper Engagement: As the Columbus Jazz Arts Group (JAG) further explores the role venue plays in jazz participation we must also animate segmentation solutions for current and potential jazz ticket buyers in Central Ohio. The next step for full implementation and impact of this data is to design, test, implement and refine messages/images that motivate audiences to action. The research will guide a variety of smaller experiments, perhaps in tandem with the venue experiments, about ways to effectively communicate with each market segment (10 in all), or across segments simultaneously.
The research track will run parallel with workshop presentations, some of which will be designed by the Jazz Arts Group of Columbus and our JAI partner organizations. The research serves as a framework for testing new strategies for overcoming barriers to jazz participation and for building jazz audiences through more targeted marketing and programming efforts.
For more information on the initiative and a review of the literature, visit: http://www.jazzartsgroup.org/jai
Submit a 1-2 page abstract by June 15, 2011. Papers should directly relate to the research questions above and may include:
· Historical perspectives on jazz/ arts audiences
· Quantitative studies
· Case studies
· Literature reviews
Submissions must be Word documents in .doc or .pdf format. Presentations will be 50-minutes in length, including a minimum of 10 minutes for questions and answers. A projector and screen will be available, presenters will need to provide their own computers and projector adapters. Presenters must be members of JEN and attend the JEN conference.
For more information, to submit an abstract or workshop session idea, and join JEN go to http://www.jazzednet.org/1/en/node/1305