How to make people become Ambassadors of Jazz - A Comparative Case Study of Voluntary Jazz Concert Promoters in Agder

2018

Master's thesis Music Management MU501 - University of Agder 2018 This study observes the comparative cases of two jazz clubs in the region of Agder, South of Norway. The cases investigated are the Non-Profit Organisations (NPOs) and voluntary associations (VOs); Kristiansand Jazzvesen (KJV) and Arendal Jazzklubb (AJ), that has slightly different organisational structures and environments. The main objective has been to unveil if there is a need for ambassadors of jazz, or jazz enthusiasts, in order for these jazz concert promoters to ‘thrive’, improve their live jazz concert experiences and recruit new volunteers. Then, how this can be achieved in a fast-changing digitalised “festivalised”…