Embracing jazz: Exploring audience participation in jazz music in its birthplace

Abstract

Jazz is an American art form that has become a reflection of universal passions, emotions and the human experience. However, American audience participation for the art form is declining. New Orleans has long been heralded as the birthplace of jazz, and although jazz music can be heard at various venues as well as music festivals throughout the city, local audiences do not make up the majority at venues dedicated to jazz performance. This study examines barriers to audience participation for jazz music. Specifically, audience participation in New Orleans is explored using the Motivation, Ability, Opportunity model as a guiding framework. Empirical evidence, consisting of residents' insights concerning jazz and possible barriers to participation, was gathered via in-depth interviews. Further, drawing from the literature on consumer engagement and brand experience, a model is proposed to address how such barriers might be overcome through strategic marketing efforts that create meaningful and engaging jazz consumption experiences.