When is a Jazz Festival (Not) a Jazz Festival?
It's becoming almost pandemic for jazz festivals around the world to be challenged for deciding to broaden their programming into areas either peripherally related to jazz...or, in some cases, away from jazz entirely. Festivals like the near-iconic Montreux Jazz Festival, the New Orleans Jazz & Heritage Festival and the Ottawa International Jazz Festival have become easy targets for purists, who are loudly proclaiming "This isn't a jazz festival" because artists like Robert Plant's Band of Joy, Daniel Lanois' Black Dub, Seal and Deep Purple are showing up in the schedules. But the important questions are: why is this happening; and, when does a jazz festival stop being a jazz festival?
The answer to the second question is, of course, as contentious as the longstanding debate about what jazz is andfor some, more importantlywhat it isn't. But examining the practicalities of managing a festival sheds some light on matters that many may not consider. And if it is fact that festivals are now being forced into a broader programming mindset than ever before, then looking at the schedules of those either in progress or looming on the horizon reveals plenty of food for thought.
Those who believe that a jazz festival stops being a jazz festival the minute it introduces any non-jazz into the program are advised to stop here. After all, there is, then, absolutely no justification for calling a festival like the OIJF a jazz festival, because it has Plant, Elvis Costello, Youssou N'Dour and Black Dub at its main stage this year. And, it's true, that this festivalwhich has long retained a reputation of purity long after larger festivals like Montreux bit the bullethas significantly altered its main stage programming, with four of its eleven evenings bearing tenuous connection to jazz at best and three a little more closely tied, leaving only four shows that just about anyone could call jazz (though those who believe fusion doesn't count will be reduced by another two). But let's look at this festival and others, as a whole, before whitewashing them.
Fact: every festival is facing significant funding cutsfrom both private and public sectorsthe result of a global economy that often says, when times are tough, reduce funding to the arts. OIJF lost $80,000 in its bottom line last year, and like every jazz festival in the world, is also having to deal with the very real issue of demographics. Visit most jazz festivals and the preponderance of gray-hairs and no-hairs speaks to the challenge (and, largely, failure) of bringing a younger audience through the gates. And this isn't just a matter of ultimate survival, though jazz festivals that continue to appeal exclusively to the aging baby boomer population will most certainly go under within the next 10-15 yearsif that. It's a matter of current economics. Government funding, for the most part, doesn't come with "no strings attached"; it's heavily tied to tourism, which means that if a jazz festival (or any festival) cannot show that it is bringing tourism dollars into its city, it'll have a hard time obtaining it. And while private sector funding is less directly tied to tourism, it is tied to profile, and how many people come to the festival and walk away with their logos in their heads. If audiences are shrinking, you can be sure that private sector funding will be reduced accordingly.
These are realities that each and every festival has to deal with, year-after-year. And some festivalsKongsberg, Molde, Montreal, Montreux, New Orleans and Ottawa, to name just sixare all facing the same general problems, irrespective of country or continent.
One suggestion, from those who have a problem with broader programming, is to pare back ("get back to your roots") and become smaller, niche festivals, but in practical terms that simply isn't possible. You can't put the toothpaste back in the tube, they say, and festivals would have a near-impossible challenge of selling funders with the premise that "we're going to become a smaller, more focused festival, and appeal to a smaller, more select audience. Now, how about some money?" As is usually the case in a world driven by bottom lines, even artistic pursuits like festivals are expected to growto become bigger and better. Shrinking sends a bad message to just about everyone, and will do absolutely nothing to support the solicitation of funding, sponsorship and other critical forms of partnership that help festivals with everything from nailing down venues and getting instrument support to paying travel expenses to bring in artists from abroad.