Tri-C JazzFest looks to grow while still honoring its roots
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Last year's event drew more than 7,000 people to Playhouse Square. Photo: Courtesy of Tri-C JazzFest
The Tri-C JazzFest has a new bandleader as it enters its 47th year.
Why it matters: Orlando Watson, 34, is the youngest executive director in the festival's history and is tasked with growing its audience while preserving one of Cleveland's signature cultural events.
The intrigue: Watson, a Cleveland native, previously served as the fest's associate director from 2019 to 2022, before becoming the senior director of programming for the August Wilson African American Cultural Center in Pittsburgh.
- There, Watson helped oversee several major events, including the Pittsburgh International Jazz Festival.
What they're saying: "In my first year leading the Tri-C JazzFest, I want to preserve the foundation of what the festival is known for," Watson tells Axios.
- "Building on top of that, I want to program more jazz-adjacent artists and expand our demographic to reach younger patrons."
State of play: Watson's impact can already be felt with the booking of Cleveland native Durand Bernarr, who won the Grammy Award for best progressive R&B album in February.
- Watson also keyed in on artists like contemporary jazz singer Laurin Talese (another Cleveland native), experimental bassist MonoNeon and legendary tap dancer Savion Glover.
The big picture: Those acts join a stacked lineup that also features more traditional acts such as Sheila E., the Ohio Players and Dominick Farinacci.
- "It's important to maintain a balance between legacy acts who get jazz enthusiasts to buy tickets, while also looking to grow the festival's brand and audience."
The bottom line: That formula appears to be working. Northeast Ohio music festivals have come and gone, while Tri-C Jazz Fest continues to draw more than 7,000 patrons each year.
- "We're tied to the premier community college in the area," Watson says, "That's a huge advantage to the sustainability of the fest, which has been under great leadership."
If you go: The festival runs June 25-27 at Playhouse Square. The JazzFest's outdoor shows are free, while indoor concerts vary in price.