Sapper Calls Jazz Industry to Action in Keynote
"Thriving as art form ... floundering as business"
Editor
ROCHESTER, N.Y., June 11, 2002 — Neal Sapper, president of New World 'n Jazz, a California-based Jazz, Smooth Jazz and Vocals, and World music radio and tour promotion company, called radio, labels, and promoters to action at the 2002 Yellow Dog Jazz Report Spring Workshop.
"Although jazz is thriving as an art form, unfortunately it is floundering as a business," said Sapper in the keynote address opening the conference on June 6.
Sapper cited the need for such an annual gathering, and then continued by outlining those things each segment of the Jazz industry needs to make happen to fix the business side of the equation.
"I believe that one of the central missions of this conference is to find out how we can light a fire under retail," said Sapper. "How can both radio and the record labels work together to help increase sales?"
Sapper called on radio to look at strengthening rotations of artists so that they become familiar to listeners, who will then look to purchase their music. He stressed the need for the industry to develop stars, but pointed out what happened on radio to its most recent star. "Why do we work so hard to help a Diana Krall become a household name and then criticize her when she crosses over into mainstream formats?"
Sapper pointed out that one reason Smooth Jazz has had success is its ability to market the music as part of a lifestyle. He said that Jazz radio can do the same: "You don't need to have a large marketing budget to make sure that your station is at as many events as possible."
He also promoted a tighter involvement between stations and local retail.
"Go into the store with your PD, MD, and promotions person and strike a deal with the owner or manager there," Sapper recommended. "The radio station can promote the store by mentioning its name on the air several times a day, and include the fact that much of the music they hear on your station can be found there. The store can carry the top 20 or 25 CDs in a section marked with the station's call letters, and they can update it weekly."
He outlined a number of things labels can do to help radio. Sapper asked, "Why not put together promotional CDs that have five or six songs from your current releases and give them to radio to use as giveaways for events and concerts? A few labels have done this and my feedback from radio has been very positive."
Sapper also encouraged labels to be in contact with radio before shows in that station's area. "Get your artist to the station on time for interviews and make sure that the station has all the information that they need about the artist and the event. I know this must sound like promotions 101 but you would be shocked at the number of times that I have heard from stations about labels not helping the station prepare for an interview."
"Not all is gloom and doom," said Sapper. "New records sound and look better than ever, new artists are breaking onto the scene. The radio stations from coast to coast are preserving the music and the art form and many are stronger than ever."
He also is encouraged by the fresh sound of artists signed by young A&R people, and by the attendance at jazz festivals and concerts.
"Those of us who work in jazz maintain our close relationships and strong bonds. Our passion is unmatched in any genre of music," said Sapper. 
