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Aug 15, 2012
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. The experiment will bring the Rudresh Mahanthappa Quartet and the Vijay Iyer Trio to the Brooklyn Conservatory of Music this fall.
“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,” says 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. 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.”
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. Experiments will focus on presenting in new/smaller venues, booking new artists in particular markets, and testing new marketing messages and images. Each organization’s research will design, test, implement, and refine their methods for engaging and motivating audiences to engage in jazz related activities.
“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.
About Brooklyn Conservatory of Music
The Conservatory’s main campus, in the heart of historic Park Slope, Brooklyn, is a comprehensive educational centers for over 1,000 students. The Conservatory offers a full range of lessons, classes and ensembles to students of every age and ability, and provides more than 200 merit- and need-based scholarships annually. The Conservatory serves more than 800 individuals living with disabilities and other significant life issues through its music therapy program, both on-site and through more than 20 partner sites in Brooklyn, Queens, Long Island and Manhattan. The Conservatory also provides music education to an additional 6,500 school-aged children each year through its Music Partners Program, offered in more than 40 public, private and parochial schools, youth centers and community-based organizations.
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