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[1] Executive Summary
Jazz WA is an organization that stands as a big umbrella for all Jazz organizations and musician all around Western Australia. Jazz music in Western Australia is having a problem being perceived as boring and uncool towards younger audiences. The current target audiences for Jazz music in Western Australia are for the older generation. In order to promote jazz music, we need to be different; we have to show to the target audiences the big opportunities and excitement in jazz.
The main aim of the plan is to change the perception that the youth have towards Jazz, and introducing different styles of Jazz music; modern jazz, free improvisation, blues, contemporary jazz, electronica jazz, fusion/prog rock, acid jazz funk/groove/soul jazz, brazil/afro-Cuban jazz, as well as vocal jazz.
The main objective of this project will be to create awareness about JazzWA and provide support to the jazz performer in Western Australia. ... The aim objective of the publicity is to locate our intended target audience and create awareness and also to educate them about the different styles of jazz that may appeal to them.
We are using publicity for our advertising strategy in creating charity called Jazz it up 4 New York. ... 1] Company current marketing situation
JazzWA used to be called The Jazz Co-ordination association of Western Australia. This association is the big umbrella for Jazz musician. JazzWA is a non-profit organization established in 1994 for the promotion and development of jazz in Western Australia. The objective of this association is to organize and also marketed Jazz musician all around Western Australia. The organization is funded by Ministry for Culture, Arts WA and the Australia Council. JazzWA also stand as coordinator for other musical group association especially Jazz such as: Perth Jazz Society, Jazz club of WA, Jazz Fremantle, Jazz Guitar Society of WA, and the Musician Union. JazzWA is trying to represent the interest of everyone that has interest in Jazz whether in professional or recreational level. WA is full of talented Jazz musician and one of most significant resources came from The Western Australia Academy of Performing Art. ... The quality of Jazz entertainment in WA is as good as in other state. The only problem is that Jazz music is currently facing an image problem. ...
In WA Jazz are stereotypically identified with the older generation. Younger generation consider Jazz as something that is out of date and not particularly popular. ... Jazz has been around for many years. Jazz itself have several different types that have it’s own personal characteristics. Jazz music is often being played in movies, television and other media, but some people may not recognize the music. ... Something that is old is considered out of date and in this case influence Jazz popularity towards this specific target audience. ... Unaware to them, that there are elements in these types of music which were originated from Jazz. Compare to other type of music that are mention above Jazz have smaller proportion of listener. In a way other type of music is a competition towards Jazz. Compare to Jazz clubs in Western Australia, there are a bigger percentage of clubs or pub that played more “popular” music. Most nightclubs nowadays are more towards Techno or R “n” B and this are also becomes a competition to Jazz clubs and also Jazz music. Basically other sort of entertainment especially night entertainments are a competition towards Jazz
[2. ...
In current situation the biggest target market of Jazz music are 35 up. These figures were concluded from the average age of a person going to Jazz clubs or other Jazz venues around Western Australia especially in the Perth Metropolitan area and surrounding suburb. Beside this particular age there younger audience that are also a significant target markets towards Jazz. ... But it doesn’t mean that non-music student don’t listen to Jazz. ...
Market characteristics:
• Geographic
Geographically JazzWA are currently targeting Jazz listener all around WA. There is bigger percentage of Jazz listener in Perth metropolitan area and surrounding suburbs compare to the outer suburb in WA. This is because the higher amount of Jazz clubs and Jazz venues/events in Perth metropolitan area. ... For example younger audiences in other cities might adopt the trends that Jazz are cool and hip but it will took longer time for Perth to adopt the trends or maybe even pass the trend. ... Beside age there are other characteristics of Jazz listener. Jazz signifies the personality of a person itself. Jazz is listened by both genders without limitation to ethnic background, education, occupation, income, and other demographic factor. ... Jazz listener covers a wide variety of lifestyle. But there is similarity in big Jazz fans. ... Jazz listener has a broad personality like the music itself that consist different type of characteristics. ... 3] Marketing Objectives
The marketing objectives for the Jazz WA are as follows;
• To encourage greater appreciation of Jazz in all styles , past and present without regard to the age, gender or cultural background of the participants
• To increase the profile of WA Jazz performers through the creation of local , national and international performances opportunities
• To maintain and increase funding for jazz activities in WA and to improve access to such funding for unincorporated individuals artist and groups
• To assist the co-ordination of Jazz events in WA and to promote better understanding between all sections of the music industry.
• To encourage the composition and promotion of original WA Jazz works. ... Jazz has several different characteristics. Jazz also has several different types such as Latin, Contemporary, Acid, Blues and other sorts of Jazz. Every type have it’s own target audience in the Jazz area itself. In relation to the product itself the standard of Jazz musician in WA are in a satisfactory level. This is backed up by the high quality jazz school in WA such as The Western Australian Academy of Performing Arts.
Approximate Word count = 4907
Approximate Pages = 19.6
(250 words per page double spaced)
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