THE SPONSORSHIP OF JAZZ MUSICAL CONCERTS BY CORPORATE ORGANIZATIONS IN GHANA: A CASE OF STANBIC BANK GHANA

ABSTRACT Sponsorship of musical concerts by corporate organisations has over the years become a common practise used to communicate to a specific target group. This approach has helped corporate organisations present themselves to more clients and improve the perception held of the brand. Ghana has over the years experienced this practise of sponsoring musical concerts growing among its organisations. One of such sponsorships that sparked an interest was Stanbic Bank’s sponsorship of Jazz Musical concerts. The aim of this study is to understand why corporate organisations in the country are sponsoring Jazz musical concerts, further to find out what motivates the attendees of such concerts to do so. The data for the study was obtained through in-depth interviews and questionnaires. The results from the study revealed that the major reason for sponsoring jazz musical concerts was because jazz was is attractive avenue which appeals and attracts the elite in the society. As such, sponsoring such events helps the organisations to improve their image and build a perception of the barnd among the elite. Also, people are motivated to attend jazz musical concerts because they enjoy jazz music and the relaxed atmosphere that accompanies the music. Recommendations for the study include an increase in the advertisement of jazz concerts or bars through newspapers, magazines, and social media.