You Like Jazz? Well, You’re Not Alone.

When Stella Cole is in New York City, there’s a high chance of finding her at one of the city’s jazz clubs. Yes, she’s now performed at Mezzrow, Café Carlyle, Town Hall, Birdland, and others, but on certain nights, you might just spot the accomplished jazz singer enjoying the show. “No matter how stressful my day has been, what chaos is going on in the subway on the way there, I can just go in there and escape,” she says. “Everyone’s not on their phones for an hour. Heaven.”

Like Cole, many 20-somethings have been flocking to these venues. On a Friday or Saturday night, lines can be spotted outside, beckoning fans in for a night of music. More clubs are popping up in cities with large jazz scenes, like New York, Paris, and Tokyo, and TikToks showcasing these spaces often eclipse one million views. Sabrina Carpenter (who has, in the past, performed at jazz clubs) was recently seen leaving 38Riv Jazz Club in Paris. “We walked past Smalls yesterday,” Cole says, referring to one of New York’s most iconic venues, “and there was a line as long as there was for the dumb West Village frozen yogurt places.”

This is a change, Cole mentions, from her experiences in the clubs when she first moved to New York. The singer, who blew up on TikTok before becoming a jazz-world juggernaut, would head to New York’s Mezzrow just to immerse herself in the world. Flash forward to now, and Cole mentions that the clientele in these spaces often looks completely different. “There are definitely more young girlies in their cute little outfits and their mules or kitten heels,” Cole says. “[I went to an East Village club] a few weeks ago, and I was like ‘Oh my gosh, I feel like I’m not cool enough to be here. All these girls’ outfits are so awesome.’”

The boom of the jazz club comes after the genre’s steady climb over recent years. Esperanza Spalding beat out Justin Bieber and Drake for Best New Artist at the Grammy Awards in 2011. La La Land infected the zeitgeist in 2016 (and is celebrating its 10th anniversary this year), with “City of Stars” taking home the Academy Award for Best Original Song, and Pixar’s jazz-filled Soul won Best Animated Feature and Best Original Score in 2021. Jon Batiste exploded onto the scene as well, winning Album of the Year at the Grammy Awards in 2022 for his record, We Are. Some of today’s buzziest pop stars, like Raye and Laufey, also incorporate jazz into their music. “I think that’s part of the reason you’re seeing more people wanting to find out what this whole jazz thing is about, because they’re seeing it more on television,” Wayne Escoffery, tenor saxophonist and one of the musical directors of the Mingus Big Band, says.

This cultural interest has also been noticed by many luxury brands. Aman New York, a five-star hotel, now has live jazz, and Miu Miu created a jazz club in Tokyo to celebrate the reopening of its Ginza flagship. Celine’s Michael Rider is making waves on the runway with his daring take on the jazz shoe trend, and brands like Louis Vuitton, Saint Laurent, Givenchy, and more are incorporating pieces inspired by the Jazz Age.

Another important moment in jazz’s rise came in 2023, when Samara Joy took home Best New Artist, the first of her now six Grammy Awards. Joy first performed at a jazz club in college. Her instructor, jazz pianist Pete Malinverni, would invite students to perform during his residency at Mezzrow. Joy took part, noting that the opportunity didn’t come lightly. “You have to establish your reputation, which can take years of developing relationships on the music scene,” Joy says. “It’s very social music.”

“The training and experience that I gained from being in jazz clubs and being in smaller spaces is something that I still carry with me,” Joy says. “Regardless of how big the room is, I still feel like I could connect with people on an intimate level.”

The intimacy, too, is one of the major draws of a jazz club. Alex Kurland, director of programming and talent buyer at the Blue Note Jazz Club in New York, notes that this is a priority. It’s why stars like Charlie Puth and Raye have even put on shows at the spot, significantly after their mainstream success. Ariana Grande has performed at Birdland. At some jazz clubs, the programming features a mix of classic jazz and crossover. “The musicianship and the integrity of the artistry is so high, and a characteristic of a jazz club is that it’s intimate,” Kurland says. “If you’re seeing a major R&B artist who otherwise may play at Radio City Music Hall, you’re seeing a very revealing moment because there isn’t anything to hide behind in terms of production. In that jazz club format, everyone’s right there, right in front of you. It can reveal that level of greatness.”

The music also helps its audience connect with the performers—and with each other. You can interact with the band, the performers, and the audience around you. The spaces are often sweating with history too. The Village Vanguard previously welcomed Miles Davis and Charles Mingus, and Birdland once handed over the stage to Ella Fitzgerald. The genre, which began in Southern, Black communities, took over in the 1920s with the Jazz Age, and a century later, the music is intoxicating the populace once again. When sitting in the audience, it can often feel as if a century of tradition is washing over you.

Jazz also often comes with a message, which is also a draw for musicians and concertgoers. “Jazz is the soundtrack of the American struggle,” Escoffery says. “The music was born out of struggle in the Americas, and continued to develop and mirror what was happening. I would imagine the younger generation has different things on their mind than I might or musicians older than me. So, the music should, and I think does, reflect things that they’re dealing with. That’s what it’s supposed to do.”

Beyond the emotional allure, the rise of JazzTok has also contributed to the success of the genre. TikToks showing big bands or jazz performers eclipse one million views. Gen Zers say that their version of “clubbing” has turned into a night of crooning and trombones. “We believe social media has also played a role in introducing a new generation to the room. Artists and guests frequently share their experiences online, showcasing the intimacy and unique atmosphere of Café Carlyle,” Allal Gogo, Café Carlyle manager, says. “For many younger guests, attending a performance offers the opportunity to experience a legendary New York institution in a way that feels both timeless and relevant.”

This, too, benefits the newer clubs. While certain spots have a built-in audience and regulars, the effects of social media have allowed for additional spots to open. Times Square’s The Pocket is one of New York City’s newest offerings. Martin Porter, artistic director and co-owner, notes that social media has only helped their growth. “Convincing older audiences that we’re cool takes longer than audiences that see something on TikTok or Instagram,” he says. “The energy in the room when the audience is so excited to be there, and young, going out, and not trying to get into bed before you have to go in the office in the morning is awesome. It’s the energy we’re trying to cultivate.”

The energy paves the way for the perfect date spot, the alternative to the oonz-oonz dance floor, and a more intimate setting than other concert venues. There is this unyielding, smoky haze of cool surrounding it. Patrons can walk in and experience the effects of live music, something that’s slipping out of reach as ticket prices soar. “I think it’s important that jazz in some ways is accessible to, or at least appreciated by [popular culture],” Escoffery says. “The music has always been engaging, always been great. I never worry about people actually enjoying the music. All I worry about is making sure that people are in the seats, because once they’re there, they’re going to love what they hear.”