This thesis argues that the Danish jazz scene has problems attracting new consumers and that it is connected to the fact that the Danish Jazz scene isn’t utilizing the potential of new technologies in promotion and distribution of jazz music to both existing and new consumers. Throughout this thesis we seek to disclose strategic recommendations, which can benefit the music genre by appealing to both existing and new consumers. Addressing this issue we analyse through quantitative and qualitative data what the important values are for the jazz listeners when creating identity. The identity perspective was chosen inductive because data revealed this as an essential key to understanding the jazz listeners. Analysing this agenda, we draw on key insights in several theories regarding identity creation through music consumption. Since the field is somewhat unexplored for the jazz listeners, we answer the research question by achieving knowledge from several analytical levels. First, we explore the identity creation through music through theories of amongst other Baudrillard, Bauman and Dolfsma to get an understanding of the identity creation from music in a mainstream perspective. Secondly, we use quantitative data from relevant reports and surveys combined with or own survey data on 500 Danish jazz listeners to get a broader picture of who the listeners are. We supplement this with expert opinions to get a feeling of up-and-coming technologies on the mainstream scene of music. Thirdly, we change the focus to be jazz specific and investigate the jazz listeners through in-depth interviews and address the possible technologies from the experts to investigate if and how they suit the jazz environment. The analysis ends with a development of an Identity Model from which we discuss the theoretical application on the jazz environment and formulate a number of recommendations to the Danish Jazz scene offering several strategic levers. We conclude that there is a need for an embracement of the technologies and for a willingness to open up the jazz genre and make it more attractive to new jazz consumers as well as an understanding of the values contained in the jazz environment to make sure the technologies are not conflicting the existing main beliefs of the jazz listeners. We argue that if the recommendations are taken in to consideration they can help create a transformation and ultimately establish growth for the genre, while still nursing and respecting tradition.
|Educations||MSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis|
|Number of pages||202|