Jazz and Blues takes aim at youngsters

Krista Henry, Staff Reporter

More than just a show, the annual Jamaica Jazz and Blues Festival is an experience, and one that draws thousands of patrons each year with world-class acts.

Scheduled to take place at the Trelawny Multi-purpose Stadium from January 23-29, the festival has rolled out a bit of the new and brought back some of the old for its 15th anniversary.

The Sunday Gleaner spoke recently with two of the festival's leading men, organiser Walter Elmore and associate producer, Junior Taylor, who make up part of TurnKey Productions. The production house has been in charge of staging the event since 2004.

Since its inception, Jamaica Jazz & Blues has gone through many changes, including a change in venue, an expansion to a week-long event, the addition of the new talent stage and has gained the endorsement of the Jamaica Tourist Board.

What hasn't changed is the focus on the art of music.

diverse acts

This year, the festival showcases a diverse set of acts including R&B legend Ron Isley and Alison Hinds on its first day.

Rock group, Maroon 5, which will be performing in Jamaica for the first time, on January 23, and the return of Regina Belle to the festival's stage will also bear mouthwatering treats for fans on Friday.

On Saturday, January 29, patrons can expect a touch of the old with Air Supply, who performed in 2006, and the recent addition of legend Natalie Cole as the closing act.

According to Elmore, the anticipation is building for the upcoming event.

"The buzz from the 30-40-year-old age group has been phenomenal," he said.

"And now that we have added Mr Biggs (Ron Isley) and Natalie Cole, all the age groups are excited about coming to show and we are feeling very excited and confident that we have an amazing festival," Elmore explained.

According to Taylor, since TurnKey took over the festival in 2004, 12 overseas acts have been brought to Jazz and Blues every year, bringing the total to somewhere near 200 foreign acts. As a result, he said one of the challenges the festival faces is outdoing the previous year.

"Every year we try to please, and finding the acts who people want to see and who people haven't seen, can be challenging. The expectations of the crowd are greater each year, so we have to try to outdo ourselves," Taylor said.

According to Taylor, some of the acts the producers hope will one day grace the festival's stage are Mariah Carey, Celine Dion, Elton John, Stevie Wonder and Neil Diamond - describing them as the 'Jazz Wishlist'.

"Hopefully, if we get the support from Corporate Jamaica and the Tourist Board, one day that list will become a reality," Taylor said.

Air Supply, Babyface, Anita Baker and Kenny Rogers are some of the international stars who have wowed fans so far.

Air Supply was recently added to the Saturday night line-up because, as Taylor said, "They were the most requested repeat act. We wanted to bring a repeat act back for the 15th anniversary."

Regina Belle is also a repeat. She performed before TurnKey took over the festival.

Calls for repeat acts

"There are people who say we've seen them already, but then there are people who say as long as they are there, I'm there. It's a complete package," Taylor pointed out.

Another act creating waves and hopefully attracting a new audience to the event is Maroon 5, a surprising rock act to find on a Jazz and Blues stage.

Elmore told The Sunday Gleaner, "When I started Jazz 15 years ago, the young people who were 15 to 20 years are now in their 30s and 40s, and I made a decision that we need to attract the current age group. The festival is nowevolvingto include those who were children when we started the festival and those who are now adults, and the up-and-coming audience for the festival."

Another change that can be expected should come from the presentation of the festival.

According to Taylor, Jazz and Blues has found its true home at the Trelawny Multi-purpose Stadium and, as such, the venue has been tweaked to accommodate its latest resident. He said, "we've expanded the venue, moved up some things like the talent stage, the diamond and platinum areas have been added to the gold and silver sections so you'll have an area called platinum and diamond that will be ultra and ultra-ultra VIP. The Art and Craft Village will be expanded and relocated so it's a more spacious and more accessible venue."

Ticket prices - Tickets for the events are as follows:

Thursday

Silver presold - US$80

Gold presold - US$110

Platinum presold - US$160

Friday

Silver presold - US$85

Gold presold - US$120

Platinum presold - US$170

Saturday

Silver presold - US$85

Gold presold - US$120

Platinum presold - US$180

Group ticketsFriday and Saturday

Silver - US$170

Gold - US$240

Platinum - US$340

Thurs-Sat (Season tickets)

Silver - US$250

Gold - US$350

Platinum - US$500