The Jazz Audience Initiative conducted by the Jazz Arts Group of Columbus, Ohio under a $200,000 grant from the Doris Duke Charitable Foundation released some interesting data regarding the composition of the jazz audience. Among the more significant findings that came out of a research survey involving 19 organizations and performing arts centers across the country:
Demographically, jazz ticket buyers in the participating communities are middle-aged, predominantly male, and very well educated. On average, only 17% are under the age of 45, and 80% are white.
Younger buyers are significantly different than older buyers, suggesting generational shifts in participation patterns and music preferences.
Younger buyers are more actively involved in the full range of music activities, especially downloading and organizing music.
One-third of the respondents would like to “study music history or music appreciation,” a strong indication of interest in the music form. (Consider developing educational “add-ons” to a concert.)
Jazz buyers learn about unfamiliar artists on the radio and through word-of-mouth recommendations from friends or family members.
When considering attending a live jazz concert, the performing artist is the driving decision factor. Cost is a secondary factor among younger buyers, especially those with limited jazz experience.
Approximately 70-80% of the respon
