The Value of Culture

Everything we invest our time, energy, and resources into is driven by the value we expect to receive on the back end of said investments. And like the age-old adage of “price is what you pay, value is what you get,” just means that we value what we think is valuable. Therefore, since common sense tells us that music, just like fashion, will always function as a medium for amplifying the sensibilities and visibility of the cultures they come from, means that when we embrace a style of music, what we’re really embracing are certain cultural tenants that undergird that music.

With that said, the direction that I want to take this post has to do with the idea of the unsung heroes that have contributed mightily to the health of certain cultural activities, because when you look at the history of various art forms, and the artists that have received high praise from their culture for serving as an exemplary model for that culture, it’s important to also give credit to the lesser-known benefactors that have played critical roles within the sustainment of the cultural ecosystems that produce the art that we consume. And personally, I’d rather see these people and institutions recognized well within their lifetime. So I want to start by highlighting three important benefactors within the greater Portland, OR area that have served as important linchpins within the various efforts that have been made since the start of the 2020 shutdown to preserve the cache of Jazz music here. Which, as we know, was undoubtedly the most challenging year that the world has seen within any of our lifetimes.

The first person I want to highlight is Kent Lewis, owner of Tavern on Kruse in Lake Oswego, OR. And like the other two names that I’ll highlight, he understands the value of cultural support, because when you improve the standards of culture, behavior is soon to follow. And as such, the entrepreneurial spirit that permeates the life that he has built with his equally talented wife Joelle, is continuously inspiring him to intentionally look for new ways of supporting great cultural initiatives wherever they are. Which of course was made evident two months into the initial shutdown when he found a clever way to lean into the artistic culture that he subscribes to as a way to help stabilize his business amidst all of the economic uncertainty that surrounded him. After all, if culture is what built his business, it would be culture that he’d have to lean into to keep it afloat. And sure enough, his bet paid off. By hosting Jazz seven days a week, he found himself having quickly cornered the market on live Jazz in less than two weeks, due to the serendipitous nature of the physical layout of his business. And with the world craving connection, he was able to scratch that itch and ride that wave better than probably anyone else in the entire state of Oregon.

Second on this list is Amalfi’s in N.E. Portland. Amalfi’s is a legacy restaurant in the sense that it has been serving the area that it resides since 1959, which coincidentally is considered one of the most important years within the history of Jazz, as several seminal recordings between Miles Davis, John Coltrane, and Ornette Coleman came out that year—one of which was Miles Davis’ “Kind of Blue,” which is still the highest purchased Jazz recording of all times. Owner Kiauna Floyd is someone who also cares deeply about the power of culture, and what good can come of it when you harness it for all of the right reasons. And as such, she too recognized that she was in a unique position to capitalize on the tremendous amount of space that she had to provide culture with high quality live Jazz three days a week, which in turn allowed her to virtually corner the market on live music here on the East side of Portland. Also, given the great marketing work that her husband Rashad does within the world of professional sports, it has helped this dynamic duo to further solidify their reputations as well-known and highly respected people who so desperately want to help push the culture of Portland forward with a new and improved narrative.

And last but not least, The 1905 responded by hosting livestreamed events out of their space. And while the owner Aaron Barnes recognized that his space could not meet the safety requirements needed to continue hosting live Jazz shows, while still making the revenue needed to keep his doors open, he was quick to respond by setting up virtual performances instead, which has allowed him to expand his brand awareness globally while simultaneously reducing his entertainment costs, which really came in handy throughout the winter months when it was too cold for anyone to perform outside. And as such, his live streamed events were able to fill the cultural entertainment gap until the weather could finally break. And now as we move closer to summer, he’s able to satisfy both an in-person audience while simultaneously offering a livestreamed option for people to partake in, no matter where they are in the world. Also, it’s worth noting that as of October 2018, his venue sits on the list of the top 100 venues world-wide to hear live Jazz via the famed Downbeat Magazine.

Suggested Takeways…

a) The invisible hand of the market that shapes the world we live in is driven by the way businesses react to the ebbing and flowing of culture. And if you don’t lean into culture to know how to communicate with it, then you’re going to find yourself always reacting clumsily when market shifts occur, as opposed to already having the insight needed to get in front of those shifts when they happen.

b) Music preferences are one of the most reliable indicators for how and when cultural shifts will happen.

c) The world of music owes a tremendous debt of gratitude to all of the lesser known individual and organizational benefactors that have never received their rightful due. And as such, they should be exalted whenever possible.