In the dictionary, the word relevance is defined as the quality or state of being closely connected or appropriate. In this day and age, both are needed in order to stay present in people’s minds. With social media, the constant influx of information received daily makes it hard for a brand or company to catch the public’s attention. If they do, it is another task to portray themselves in a non problematic manner. The internet has a lot of opinions and social media users are quick to call out situations they see as controversial.
As for being connected, influencers and companies have to keep up with the times and connect with their target audience in different ways. More precisely, they have to follow trends and use media platforms that are being used currently. Advertising and meeting consumers in a real life setting still works but it’s not enough. The online world is not going anywhere and with the social restrictions brought on by the pandemic, a lot of time is spent virtually. Communication is ever evolving. Methods that worked in the past are not as effective today- individuals want to feel connected to whoever they are following online.
Throughout the thirty years it’s been running, jazz shows were set up in Santa Monica’s Moss Theater and artists such as Diane Reeves would come through and perform for the organization’s fans.
One of the ways to accomplish this task is through Instagram’s newest feature. By doing a “live” one can interact with their followers in real time and discuss various topics. Commenters on the stream have the possibility to engage and talk to each other, creating for a moment, a worldwide connection through the screen. It’s a great way to engage and get feedback from the public in a much more personal way.
The Jazz Bakery, a heralded music non-profit in Greater Los Angeles decided to use this feature to create something unique. Throughout the thirty years it’s been running, jazz shows were set up in Santa Monica’s Moss Theater and artists such as Diane Reeves would come through and perform for the organization’s fans. Since they can no longer do that for the time being, they pivoted and came up with the idea of broadcasting music in a different way. With their Instagram and Live feature, they can not only connect with fans but allow anyone and everyone to discover and enjoy the world of jazz. In other words, a win-win scenario. Not only are they able to stay relevant, they get to provide a platform for artists across the world to perform and build a community of viewers that are provided with a personal, one of a kind experience.
Ruth Price, founder of the organization, believes in providing a good time to everyone and plans on collaborating with more influencers and artists to ensure that jazz’s legacy goes on. The Jazz Bakery believes in empowerment through sparking conversations, producing live performances, spreading Jazz education, and building an inclusive community of multigenerational Jazz fans.
By keeping up with the times and using new social media features, they are able to reach even more people than ever before. It proves that with the right mindset and ideas, the internet can be used to its fullest potential and as a tool for success.