Going to listen to jazz on a weekend afternoon, why not?

Matinee culture, or the "living-life" approach to art.

Matinée, or Matinee, refers to entertainment and artistic events (films, music, etc.) that take place in the afternoon. This term is used to distinguish them from regular events held in the evening.

The first officially recorded Matinee event in history took place on December 25, 1843, in New York, USA. William Mitchell, who ran the Olympic Theatre on Broadway, was then trying to improve the theatre's business amidst the ongoing recession following the Great Depression of 1837 (which swept across Europe and North America).

Mitchell calculated several specific days of the year when the theater would inevitably have very few audience members, including Christmas Day – a time when people are either traveling or spending the evening visiting each other's homes. To "cope" with this traditional holiday, Mitchell decided to open the theater during the day, with performances on Christmas afternoon.

The idea was a success. New Yorkers were immediately excited to leave their homes, escape the gloom and chill of the winter afternoon, to enjoy a play, and return home before dark. By 1851, enjoying afternoon art performances, as well as the concept of Matinée, had officially become a part of New Yorkers' lives.

Nowadays, Matinée has become a familiar cultural tradition in Western countries. Some places still use Matinée as a way to "cope" with days when they know there will be fewer people in the evening; with cheaper ticket prices or other accompanying promotions.

More profoundly, the popularity of Matinée has created a new approach to art for audiences. Instead of dressing up, getting dressed up, or even planning for the event for weeks, attendees dress casually, enjoy a glass or two of wine or beer, a cup of tea, and relax with friends in the garden or grounds where the event takes place.

Matinee culture in Hanoi

In the capital, Matinée events have been quietly taking place for many years. Around the West Lake area, where many foreigners live, several bars/pubs often have film screenings on weekend afternoons. However, 90% of attendees are families with foreign members – people who were already familiar with this culture before coming to Vietnam. One of the rare places in the capital that hosts afternoon art events that are positively received by both foreigners and Vietnamese is Tadioto.

Before the pandemic, every weekend at 4 PM at Tadioto was usually bustling or quiet with free Jazz and Blues performances or film screenings. Attendees included foreigners and Vietnamese people – young and old, men and women, etc. Without separation, they shared a common openness and relaxed attitude towards art.

“I put myself in the shoes of my clients, considering their needs, time constraints, lifestyles, and commitments,” says Nguyen Qui Duc, owner of Tadioto, about his idea of ​​organizing afternoon art events. “Previously, I thought people usually had nothing to do on Sunday afternoons, so they could go out early and then come back to rest, ready for work on Monday. Or families busy with childcare in the evening, or young people wanting to dedicate the evening to a private date, for example – Matinée events would be a good fit then.”

“The musical events at Tadioto are carefully selected, combining talented Vietnamese artists with international culture. Through these events, we want to introduce to the audience the stories of the past of ethnic minorities and people of color,” Nguyen Qui Duc further shared about the idea behind Tadioto’s events, “Besides art is the history of the struggle for human rights; music and poetry convey those experiences through notes and verses in a very interesting way.”

"Tadioto has never been a place for people to dress up, but rather a comfortable space for those who truly love music and art," he added.

Why the question "Why go to a jazz concert in the afternoon?" This question is often raised because, in Vietnam, we—from young to old—still regard art as a luxury, a treat reserved for "important" occasions. These important occasions could be a weekend evening, a holiday, an anniversary, or a special gathering. But perhaps, if art were allowed to fulfill its proper function...for humanity- If it serves life and is connected to life, then questions like the above will no longer exist. Attending a jazz concert at 4 PM would then be just like buying a donut, a cup of sticky rice with sweet soup, or a packet of green rice flakes from a street vendor. Simple, unpretentious, and purely about bringing joy.

“I once attended a 5 PM blues concert at Tadioto; everything was polite, relaxed, and it was unbelievable that it was still light outside when I left,” shared Quynh Phuong, a young audience member. “Normally, after the music, it’s already nighttime, but at Tadioto, it was still light, as if we still had the whole day ahead of us.”

In conclusion

Currently, with regulations closing restaurants and bars at 9 PM, the Matinée culture in Hanoi is more relevant than ever. Soon, afternoon art programs could become a solution for restaurants, bars, and entertainment venues in the city. But before we popularize this model with Vietnamese audiences, we need to understand that Matinée is not a fleeting trend or fad. Matinée exists alongside a civilized and open-minded perspective on art, and therefore, it requires us to "use" it with an open and genuine attitude towards art.

Additional information

After a long period of social distancing, the capital returns with its first Matinée event, taking place this weekend (November 13th) at Tadioto. It's a jazz performance by artist Nguyen Bao Long, LIVE JAZZ - Bao Long & Dexter Gordon.

As a resident musician of Tadioto, Nguyen Bao Long is described as "a talented, skillful, and profound musician." After graduating from the Conservatory, he continued his studies and toured extensively throughout Vietnam, from North to South, and from Asia to Europe. In Vietnam, Bao Long became a mentor and mentor to many aspiring musicians; he founded JumpforJazz a decade ago for that very purpose. Currently, JumpforJazz consists of the following artists: The Anh (piano), Toan Thang (double bass), and Hoang Ha (drums).

See more about the LIVE JAZZ event - Bao Long & Dexter Gordonhere.

Lam Oanh