Jarasum: a Korean jazz festival that knows how to reach kids in their 20s

What is the artistic director’s strategy? Not to prioritize the music. Yes, you read that correctly! The festival promotes nature, corn, and the social time spent with friends first. In the festival’s promotional video, the jazz piece “In the Mood” by Glenn Miller is acts simply as the festival’s soundtrack, allowing the music to visually melt into its surroundings. The journalist Michelle Mercer asked the festival goers why they were attending the event. If some of them were serious jazz lovers, 75% of them were merely attracted by the general mood. This article makes us think about the role of a musical program at a festival.


Article : http://www.npr.org/sections/ablogsupreme/2016/01/12/462781123/how-a-korean-jazz-festival-found-a-huge-young-audience 
Author : Michelle Mercer 
Source : NPR  
Date : 12/01/16 

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