Questions/Answers

Jazz music had its beginning almost exactly one hundred years ago. It is a true mixture of global cultures that steadily gains popularity all over the world. One reason for jazz music’s longevity is its unique ability to evolve and conform to its environment. Live jazz already exists in almost every major city around the world, including Bangkok as well as other tourism driven cities in Thailand. While Thailand’s jazz influence is expanding in schools and increasing number of internationally renowned musicians are emerging, this exceptional musical style is still lacking long term support from both the government and private sector alike. One reason for this is because supporters lack a real understanding of the art itself and its performers. Most or the time support is only provided to things promote tourism. This type of support goal only can result in short-term business gains very little cultural value. Real supporters should understand the musical nuance to be able to build a foundation for solid and sustainable future of jazz music industry in Thailand. A lack of musical understanding and the popularity of lesser complex musical styles results in a disinterest in jazz music. Jazz is wrongly perceived by Thailand’s general public which in turn results in less opportunities for emerging music students and jazz enthusiasts to create high level music for the Thai jazz landscape and to an international level. The objective of the Thailand International Jazz Conference (TIJC) is to develop a model of jazz festival in Thailand for people to enjoy and artistic and academic balance in sustainable growth. Since 2008, TIJC’s goals has been targeted at achieving this objective as our motto states; through jazz we can create a society of happiness.

TIJC aims to be a part of the SDGs and aligning with the 12th National Economic and Social Development Plan. Strategy 1, strengthening and realizing the potential of human capital, improving the quality of the education system and lifelong learning. TIJC provide numerous fun and informative activities for the public be entertained while educating them in a better understanding of jazz. Strategy 3, strengthening the economy, and underpinning sustainable competitiveness, development of the service and tourism sectors. TIJC promotes tourism, with an aim to increase audiences in quality and quantity both locally and in the Southeast Asian community.

The TIJC project’s alignment with 2030 agenda is as follows: SDG 4: Quality education: The learning process is implemented by using an informal structure for music education. This allows students, armature musicians, professional musicians, music teachers as well as others a valuable opportunity to learn from world class jazz musicians and creating a strong and sustainable foundation for the Thai jazz industry. SDG 8: Decent work and economic growth: TIJC promotes sustainable tourism by expanding the jazz audience, both in quality and quantity through fun and entertaining learning activities. The TIJC project organizers strongly believe in the idea of a happy society which must be formed on the basis of 3 elements: goodwill, aesthetic and knowledge SDG 17: Partnerships for the goals: TIJC is in collaboration with institutions all over the country as well as the world. We work with consulates from many countries such as The United States, Germany, Italy, Israel and many more. Also, collaborations with private groups such as the Bangkok sketcher, Bangkok jazz dancers, The Singapore Jazz Association, The Malaysian Jazz Association, etc... All our contributors work together as a team for the singular purpose of creating a strong jazz community.

Guidelines to sustainable operations: 1) Focusing on the artistry aspects rather than exclusively for business gain 2) Expanding audience by using fun and easily accessed activities to attract new listeners. 3) Promote musician quality improvement by exposing younger generations of jazz musician to higher level music all while honoring Thai jazz legends. 4) Learning quality improvement by educating under experienced musicians, be it world class, international level or national level. 5) Expand learning network pool between music schools in both pre college and higher education levels.

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The target groups are amateur, professional musicians, students, local enthusiasts and international tourists. The greatest results from development are shown through world class jazz artist’s satisfaction regarding the high quality of the event and its audiences. Additionally, Thailand’s artists are well received by both local and international audiences in their performances which includes their excellence in composition and arranging abilities. The curation tools used for selecting the artists and performances are focused on balancing the importance of pure art and commercial art to gain the most audience attendance. This includes those viewers who are not “real jazz” fans, but are draw to the event and exposed to something they may not otherwise have sought out. At the same time, the amount of real jazz fans, both locally and international, increase each year along with long-time fans. The number of participants from all around the world is also increasing every year, creating a positive impact on TIJC to be very well received internationally and expand the jazz music fan base continuously. Thus, the audiences are be able to understand the aesthetic of jazz more, deeper and more genuinely.

TIJC consists of these main parts as follows: - The TIJC Jazz Concert Series: This is a carefully selected collection of concerts performed by jazz musicians from around the world as well as Thailand in the form of an evening outdoor festival style show, complete with professional staging and lighting. - The TIJC Jazz Education Series: This event happens throughout each day where participants get to study and train directly with the top class, international performers on topics related to jazz such as performance, composing, arranging, conducting, listening and much more. These events are given in the style of workshops and master class. - The TIJC Jazz Solo Competition: This is competition that focuses on improvisation which is regarded as the most difficult element of playing jazz music. The selection of music including all the regulations are provided in advanced in order for the competitors to prepare themselves accordingly. The judges of the competition are jazz industry professionals who are well accepted internationally. The standard of the competition is very high to assure the quality and focuses heavily on equality among all competitors. - The TIJC Lifetime Achievement Award: This award is awarded each year to one person who has contributed greatly to jazz music and its advancement in Thailand. - The TIJC Exhibition: This outlet is to provide TIJC participants knowledge about jazz usually in a gallery format. Additionally, there are also many vendors included which have books, CDs, and/or musical instruments for sale to those who have interest. - The TIJC Jazz Camp: The TIJC jazz camp is a three-day, morning to evening learning activity taught by world class jazz artists. This portion of TIJC was started in 2013 and includes masterclass, performance, ensemble composing, jam sessions, and experience sharing from these internationally regarded, professional leveled musicians.

The government for the past three years has ceased due to a new focus on the integration of other government agencies. As a result, The Mahidol University, college of music, along with Nakhon Pathom, Salaya sub-district municipality, tourism authority of Thailand, and a network of educational institutions have shared their opinions in the meeting aiming to drive the idea of making Nakhon Pathom the “City of Music” and join the UNESCO. In regards to this case, TIJC will be able endure and continue to be a role model of Jazz music that is balanced on providing both knowledge and entertainment.

The TIJC being implemented as a project to organize and promote the kingdom’s jazz education system as well as to further advance the musical style through the integration of entertainment and education. TIJC has been consistent in receiving positive feedback from regional and global participants since the beginning. In addition, the conference has built Mahidol University, College of Music a network of like-mined educational institutions both locally and abroad, including global and national jazz artists, mass media and a growing audience every year.

The TIJC project was inspired by IAJE (International Association for Jazz Education: IAJE) that was largely successful, yearly gathering of educator in the discipline of jazz music and were very innovative regarding the management of their activities as well as presentations. Unfortunately, the organization faced bankruptcy in 2009. Using their original concept, the College of Music, Mahidol University developed an idea to curate a jazz festival organized in Thailand that would meet an international standard while adjusting the model to suit the context of Thai society.

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Explain whether the submissions for the award have been used in the past to convey knowledge or apply in other contexts, such as another city, country or region, etc. If so, please specify. The TIJC project is an exchange of knowledge in organizing jazz music activities with an open format to the public. It seeks to develop a peaceful society using cultural dimensions together with the country’s musical network during the annual festival. Conversely, we have the opportunity to send representatives to participate in learning exchange activities abroad, such as the We Love Jazz SG project in Singapore and The DC - Bangkok Sister Cities arts grant project.

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The TIJC project uses financial resources, an average annual budget of approximately 4,000,000 THB for the project. The budget sources come from government support, the private sector, the sale of tickets, and selling souvenirs. Most of the supporting staff is Mahidol University, College of Music personnel, which consists of college staff, full-time teachers, and students. The College of Music itself supports by lending the use of our location and equipment, sponsorship use of the MACM Music Hall, Oval Stage. The evening concert is on a Main Stage set up at the College’s own Musica Arboretum.

Factors contributing to the TIJC's sustainable development are as follows: The economic dimensions are: 1) Establishment of sustainable tourism development and increased regional competitiveness by increasing the audience, and 2) The development of the music creativity industry 3) Social dimensions, including audience expansion by increasing the number of patrons with knowledge and understanding of jazz aesthetics. 4) Environmental dimensions include managing a “green” music festival with the establishment of a waste management policy. Reduction of resource use such as switching from typical publications. For example, poster comes as a small QR Code to reduce paper usage.

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The organizing committee will prepare an annual summary report when the project is complete.

The TIJC project has important indicators that are used to measure the achievement. These indicators are as follows: 1) Output Indicators, i.e. the number of activities, shows and training programs per year. The number of participants per year and number of world-class jazz icon’s participating in the project. 2) Outcome Indicators include level of satisfaction of the project participants regarding project quality. The proportion of income to expenditures per year, number of international media outlets publishing TIJC, as well as the number of national and international organizations or agencies supporting the event.

The results obtained from the assessment creates a positive impact on the Jazz festival by using the concepts from the TIJC project to build and connect activities together both in the country and abroad. TIJC has an audience of both Thai and foreigners who join the conference annually. There is a steadily growing number of educational institutions delivering performers to showcase at TIJC from all regions of Thailand as well as from other neighboring countries.

College of Music Mahidol University, has appointed the jazz department to be mainly responsible for the TIJC project, consisting of all lecturers in the jazz department as the main working group. This includes the planning of the entire event, artistic direction, the program and training, contacting performance artists, etc... College staff who are assigned as a supportive working groups as well. Additionally, TIJC provides opportunity for students that interested in jazz and other music related fields to apply and join the organizing team. These students benefit by learning from real work scenarios such as reception and coordinating directly with artists from both at home and abroad.

The TIJC project has a driving approach to build cooperation and stakeholder participation by including: 1) The TIJC organizer committee. 2) Audience groups and participants. 3) Music groups consisting of world class jazz artist, international level, national level, professional and amateur jazz musicians, students, educators, and competitors. 4) Networking groups of both domestic and foreign educational institutions participating in seminars and watching performances. 5) Support groups from the public and private sectors, Including embassies who support the jazz musicians originating from their countries. With use of music industry groups and mass media, the college of music has created a mechanism for participation between government agencies, the private sector and the general public. Opportunities for students to participate in managing music activities by themselves. Opening up space for young creators / researchers in the field of jazz to presented their own creative and academic works, etc… Also, to open opportunity for all sectors to contribute opinions and present feedback through the satisfaction survey as well as open to comment on social media (tijc.net) which allows for organizers to collect all feedback to analyze development opportunities each year for future events.

The overall lesson is to learn about the management of the Thailand International Jazz Conference. It is a model for creating a sustainable and happy society under the concept of "Through jazz, a society of happiness", which will in turn create academic sustainability and enhance the arts and culture within Thailand. Systematically creating jazz music and awareness in Thailand will increase Thailand’s competitiveness on the world stage.