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JAZZ AT CHELLAH

JAZZ AT CHELLAH

The Chellah Jazz Festival was initiated in 1996 by the European Union in partnership with the Ministry of Culture, Youth and Communications as well as the City Hall of Rabat-Salé. Designed to reinforce cultural cooperation between the European continent and the Kingdom of Morocco and thus promote peace and prosperity, the Festival encourages dialogue between cultures, generating social integration through culture.  These ambitions mirror the values of the A3 Communication agency, chosen by the European Union to ensure all logistic, artistic, and technical operations management of the 25th edition of the Festival. 

Jazz au Chellah Festival: For a dialogue between cultures

European Jazz artists and the musicians of Morocco

The great original concept of the Chellah Jazz Festival—and the driving force behind its success and renown—is the one-of-a-kind meeting of jazz musicians from Europe and the artists of Morocco. These encounters produce a new jazz: stunning, surprising, and totally original. Each musician brings his or her own personal touch, identity, and colour. They join forces to create a magical, astonishing musical happening. Over the course of fusion sessions, these artists release the creative power of jazz, revealing their extraordinary talent for improvisation.

Magnifying the Festival’s appeal

For its 2022 edition, the Chellah Jazz Festival put forward a new form of artistic programming with the goal to reach the European Union’s core target audience: the youth of Morocco. In addition to its mission of communications organisation and management, A3 Communication tackled a global programme revision. Our principal strategic orientations included curating younger artists, increasing the presence of women musicians with a significant following, and editing concert times to allow for more fusion performances, much appreciated by younger audiences. The edition was received with great acclaim, attracting crowds of no less than 6500 spectators over the 5 nights of the Festival.

References

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