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- Title
Measuring the Audience Experience at the Jazzaldia Festival, San Sebastian, Spain.
- Authors
Bakić, Sonja; Cuenca, Jaimea; Cuenca-Amigo, Macarena
- Abstract
Audience research in the cultural sector has been increasingly gaining the attention of researchers and practitioners. This article explores audience experience as an interactive cocreated process between audiences and the program offer in the jazz festival context. As a result of this interaction, each such experience is unique, and the perceived value differs from one to the other. Inspired by previous research on audience experience in the field of theater performances and musicals, we applied the Art Audience Experience Index to the context of jazz festivals, in this case, a well-established and successful Basque festival: Jazzaldia Festival, San Sebastián (Spain). The Index measures four indicators: Knowledge, Risk, Authenticity, and Collective Engagement. These were utilized to identify cocreation links between festival setting features (paid vs. free admission and indoor vs. outdoor venue) and audience profiles (education level and music background). The results are obtained from 406 valid questionnaires and reveal the importance audiences give to their live music experience in general, and their satisfaction with jazz concerts in relation to festival concerts' admission, type of venue, participants' educational level, and music background. This study contributes to the body of knowledge on audience experience in jazz festivals by employing a tested methodological tool that has not been previously applied in the concert or festival setting. Furthermore, our work may help cultural managers acquaint themselves with their audiences to a greater extent, and incite reflection on interventions that might enhance the experience of their audiences.
- Subjects
SAN Sebastian (Spain); JAZZ festivals; JAZZ concerts; FESTIVALS; ENVIRONMENTAL music; AUDIENCES; MUSIC education; JAZZ instruction; MUSICAL performance
- Publication
Event Management, 2023, Vol 27, Issue 2, p163
- ISSN
1525-9951
- Publication type
Article
- DOI
10.3727/152599521X16367300695762