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In July 2, 1944, Norman Granz, a jazz fan and small-time LA promoter staged a concert in the Philharmonic Auditorium with $300 of borrowed money. His "Jazz at the Philharmonic" concerts were hugely successful and became tours that ran until 1957. These tours and the record labels they spawnedClef, Norgran and especially Vervebecame home to many of the great players of the 1950s, often mainstream players who had a lot of music left to play, but were not necessarily at the cutting edge of the rapidly evolving music. The availability of this music played a key role in building a market for the continued appreciation of mainstream players like Billie Holiday, Louis Armstrong, Ella Fitzgerald, Coleman Hawkins, Lester Young, Ben Webster and Art Tatum.
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