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(Published: July 11, 2012)

July 10, 2012, Brooklyn, NY... The Brooklyn Conservatory of Music has been chosen as one of six organizations across the U.S. to implement data from the Jazz Audiences Initiative (JAI) study in their everyday practices of presenting and producing jazz. Theory-to-practice experiments will begin in the fall of 2012.

The Jazz Arts Group (JAG) in Columbus, Ohio commissioned the Jazz Audiences Initiative Study in November 2009 and released the results in late 2011. JAG received a $120,000 Continuing Innovation Stage II grant from the Doris Duke Charitable Foundation (DDCF) in January 2012 to implement findings from the JAI study. In addition to the Brooklyn Conservatory of Music, the participating partner organizations include: MCG Jazz in Pittsburgh, Hancher Auditorium at the University of Iowa, Elastic Arts Foundation in Chicago, Jazz St. Louis, and the Jazz Arts Group. Experiments will focus on presenting in new/smaller venues, booking new artists in particular markets, and testing new marketing messages and images. Each organization research will design, test, implement, and refine their methods for engaging and motivating audiences to engage in jazz related activities.

Potential outcomes from these experiments may include (1) engagement of new and/or younger audiences, (2) employing local/regional jazz artists, (3) creating a "bank" of language and images for market segments, and (4) pilot testing a new business model for making smaller-scale programming sustainable. JAG and the selected partners will work with a professional evaluator to determine the outcomes for the project, and ways to measure success.

"For more than twenty years, the Brooklyn Conservatory of Music has been presenting world-class jazz artists through our Jazz at the Conservatory concert series," say Karen Geer, Executive Director of the Brooklyn Conservatory of Music. "This award is allowing us the flexibility to experiment with the concert series by transforming our venue into an intimate jazz club setting, presenting cutting-edge artists and offering related educational events in conjunction with the concerts. It is our hope that through these efforts combined with various online marketing strategies that we will be able to engage new jazz audiences. Our first of the four concerts included as part of this experiment will feature the Rudresh Mahanthappa Quartet, and is scheduled for September 20th. The Brooklyn Conservatory of Music is grateful to the Doris Duke Charitable Foundation and the Jazz Arts Group's Jazz Audiences Initiative for this exciting opportunity."

"From the beginning, the JAI research process was designed to be used publicly by the jazz field, specifically, but also by performing arts presenters and producers in other genres. We are thrilled to have this opportunity to put the research into practice and to experiment with the findings. This is a rare opportunity, and we will continue to share our results publicly," said Christy Farnbauch, JAI Project Director.

For additional information or to review the data, visit www.jazzartsgroup.org/jai.


About the Doris Duke Charitable Foundation: The mission of the Doris Duke Charitable Foundation is to improve the quality of people's lives through grants supporting the performing arts, environmental conservation, medical research and the prevention of child maltreatment, and through preservation of the cultural and environmental legacy of Doris Duke's properties. The foundation's Arts Program supports performing artists in contemporary dance, jazz and theatre, and the nonprofit arts organizations that nurture these artists and produce and present these art forms.

About the Brooklyn Conservatory of Music: The mission of the Brooklyn Conservatory of Music (BCM) is to promote individual, professional, and community growth through all genres of music. Founded in 1897 with 200 students, BCM now serves 15,000+ individuals of all ages, backgrounds, and skill levels annually through music instruction, music therapy and concerts. BCM's concert series, Jazz at the Conservatory, aims to preserve the great American art form of jazz, showcase new interpretations of classic jazz standards, and provide the community with access to world-famous artists at limited to no cost. For more than 20 years, this concert series has been showcasing Classic Jazz, Bebop, Post bebop, Big Band, Latin Jazz, Blues, and other related styles. Recent past concerts have featured Grammy Winners Dave Valentin, Arturo O'Farrill, Taj Mahal, and Wallace Roney; NEA Jazz Masters David Amram, Jimmy Heath, Benny Golson, Cedar Walton, Sheila Jordan, and Jimmy Cobb; and numerous other internationally renowned artists.

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