We are seeking the non-traditional jazz fan in the New York City Area. A music lover who either holds no view or a negative view of jazz music. In 2012, to better understand prospective jazz audiences, The Jazz Audiences Initiative provided formidable exhaustive research data regarding the concert choices and listening habits of Columbus, OH area participants and national survey respondents discovering three major “musical pathways” into jazz for prospective audiences: 1) rock/popular music; 2) classical music, and 3) country/folk/bluegrass.
Musicians have been aware of this trend for decades now and prospective jazz fans have contributed significantly to the diverse, cross-cultural success of our ensemble's music and many others. Much of our “fans” didn't have exposure to jazz prior to attending our performances. Furthermore, they didn’t consider the music they experienced as “jazz” when indeed we incorporate countless elements of this great tradtion.
When reaching out to “prospectives”, a non-jazz vocabulary is crucial in order to for many to relate through the larger scope of current music. The term “jazz” has become arcane and we must act with even greater urgency in unique ways to capture new listeners. This project's concerts are designed to attract them, ask them to communicate in return (via email, website, Facebook etc.) and act upon they liked and what more we can do to keep them engaged in the local jazz/ music communities.