Jazz and Blues goes for audience balance

Sheena Gayle, Gleaner Writer

Western Bureau:

"The older audience has not stopped spending!" Junior Taylor of TurnKey Productions said as he cleared the air on the thrust to lure younger fans to the 15th staging of Jamaica Jazz and Blues festival.

"I think the reality of it is that each group is changing because 15 years ago young people then were 25 or 30 year olds who came to Jazz. They are now much older than that, so instead of only catering to them alone, we've still had to be offering entertainment to youths of today," Taylor noted in an interview, at the recent launch of Jamaica Jazz and Blues festival at the Palmyra Resort and Spa in Montego Bay, St James.

The American rock band Maroon 5 will make their Jamaica Jazz and Blues debut performance on Friday, January 28. The quintet, which has a huge international following of young fans, is best known for their hit singles This Love, She Will Be Loved, Harder to Breathe, Sunday Morning and Makes Me Wonder.

"With every passing year, the span of audience being catered to is growing. So a Maroon 5 allows us to interact with the younger audience whom we will develop and continue a relationship with the next 15 years," Taylor added.

Maroon 5 has won three Grammy Awards and sold over 15 million albums worldwide. Their third album, Hans All Over, was released last year.

Analysing the introduction of Maroon 5, Taylor noted that it is not that the older folks are not spending, but just that "TurnKey wants to ensure that there is a very good balance between the two, so that we don't upset the people who have been supporting us over the years, but encourage the young people to support us (as well)."

The Gleaner-sponsored Jamaica Jazz and Blues festival runs from January 23-29. Ron Isley, Diana King, Brenda Russell, Alison Hinds, Phil Perry and Paul Peress will perform on Thursday night. Friday night will see the multi-platinum group Maroon 5, Regina Belle, Tavares, SWV and Richie Stephens on stage. On the final night, Saturday, patrons will be treated to Natalie Cole, Air Supply, Laura Izibor, Committed and Silver Birds Steel Orchestra.