The Jazz Audiences Initiative (JAI) was the first research project of its kind to explore and collect attitudinal psychographic data about how and why people engage with jazz. In some cases, the findings confirmed long held assumptions about the behaviors of current and potential ticket buyers. In other cases, the data revealed new information that is critical for helping current and prospective audiences experience jazz in meaningful and exciting ways, allowing presenters, producers and musicians to sell more tickets and product.
Through the cooperation of a number of individuals, particularly the Jazz Arts Group of Columbus (JAG) from Columbus, Ohio, JEN has become the primary repository of the Jazz Audience Initiative (JAI) data, the largest collection of research ever assembled on jazz audiences, funded by a variety of partners, established with two foundational gifts by the Doris Duke Charitable Foundation (DDCF). This data includes jazz audience member’s interests, psychographics, listening habits, and many other factors that can be used by those with the “ecosystem” noted above.
A core value of the project, since beginning in November 2009, was a commitment to collaborate and share learning across not only the jazz sector, but for all performing arts genres. Practitioners benefitted tremendously by sharing new/best practices and strategic tools that will ultimately be part of the legacy of this work. Extensive documentation and analysis of the initial JAI project appears within the documents.
In a second phase of the JAI project, throughout 2012 and early 2013 JAG worked closely with five organizations across the country that are presenters/producers of jazz events in various locations. This work was funded by a DDCF Continuing Innovations grant, and was an expansion of the initial JAI work.
In the DDCF Continuing Innovation proposal, JAG focused the theory-to-practice experiments on two themes:
Based on the JAI findings, the Jazz Arts Group was interested in exploring the following questions in greater detail:
Prior to implementation of all experiments, desired outcomes were clarified, as well as developing measures and evaluation tools for use at the aggregate and local levels. Partners learned effective ways to collect meaningful data that either supported or disproved their hypothesis. This data-driven approach pinpointed strengths and weaknesses of each experiment, allowing for future enhancements or course corrections.
Anticipated outcomes included:
Download the Data
Below, you will find the official data that was created as a result of the JAI research. Feel free to download, reference, use, and share it as appropriate.
Please be sure to reference JEN as the official depository of the data, and credit all sources as appropriate.
Key observation and summaries surveying current and prospective jazz ticket buyers.Download
Results from a Multi-Site Survey of Jazz Ticket Buyers and ProspectsDownload
A comprehensive detail and summary of existing research and literature.Download
Regenerating the Jazz Audience: A Segmentation Analysis of Jazz “Prospects” in Central OhioDownload
Comprehensive music listening studyDownload
An article about the 2012 APAP conference and the conversations surrounding jazz audiences.Download
A list of resources from the Future of Music Coalition.Download
Findings about why people attend the arts.Download