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  • November 2015
  • Case
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Wynton Marsalis & Jazz at Lincoln Center

By: Rohit Deshpandé
  • Format:Multimedia
  • | Language:English
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Abstract

Under the leadership of artistic director Wynton Marsalis, Jazz at Lincoln Center (JALC) hosts performances and education events year-round for audiences in New York and across the United States. Despite the popularity of JALC's events, however, the U.S. audience for jazz is small and aging relative to other music genres. This case asks students to apply marketing principles to the challenge that JALC faces in seeking to expand the reach of and appreciation for jazz music despite a shrinking audience. The case features a multimedia format of audio and video clips in order to engage students directly with JALC protagonists and with jazz music—the real protagonist of the case. The case is ideal for a first year marketing course and is also suitable for courses in branding, nonprofit management, and arts and culture management.

Keywords

Nonprofit Organizations; Management; Music Entertainment; Marketing; Brands and Branding; Growth and Development Strategy; Music Industry

Citation

Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Multimedia/Video Case 515-701, November 2015.
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About The Author

Rohit Deshpande

General Management
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Related Work

    • November 2015
    • Faculty Research

    Wynton Marsalis & Jazz at Lincoln Center

    By: Rohit Deshpandé
Related Work
  • Wynton Marsalis & Jazz at Lincoln Center By: Rohit Deshpandé
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