Word: jamarama
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...concept, before a bigger run this spring, and all sold out. (Scalpers were reportedly asking up to $350 for the $25 tickets.) The next leg kicks off in early March in California, with Zanes headlining. By the end of the year, DuFine hopes to have staged around 60 Jamarama shows across the country...
...former Polygram executive who started her career at MTV, and her business partner, David Codikow, manage the rock band Velvet Revolver and helped put together the first two Down from the Mountain bluegrass and country-music tours. But it was DuFine's toddler daughter who planted the seed of Jamarama, innocently asking why she couldn't see all her favorite bands at the same time. "I instantly picked up the phone and called David," says DuFine. Weeks later, they inked a deal with Creative Artists Agency, which had created Warped and was involved with Ozzfest...
...kiddie festival is being promoted by partners like XM radio, which has a preschool music station, and Noggin, the commercial-free preschool spin-off of Nickelodeon that launched a music-video show last fall featuring Berkner, Milkshake and other Jamarama artists. (The bands say album sales have skyrocketed with the exposure.) "There's a national marketing and business engine behind adult music, but preschool music is more fractured," says Noggin's Angela Leaney. "The Sippy Cups are big in San Francisco. In Chicago it's Ralph's World. Someone needed to pull together a national business plan, take a deep...
DuFine and Codikow haven't exhaled just yet, but they expect Jamarama to be an ongoing event and start making money next year. For now, it has no real competition in the baby's-first-festival market. A Kidzapalooza section made its debut at Lollapalooza last summer, but the latter is now held in only one city each year...
Still, Rob Light, head of music and a managing partner at Creative Artists Agency, has no doubt that other producers will try to emulate Jamarama. "When I was a kid, my parents would say, 'Run outside and play with your friends. I'll see you in four or five hours,'" he says. "That doesn't happen anymore in America. We've become a society that has to create environments in which kids can play." They certainly play hard at Jamarama, running from one sponsor-branded activity to another in the lobby and dancing in the aisles. "By the time...