Mention jazz to Thai music fans and it's American artists that come to mind. That's hardly surprising since in the last two years we've been wowed by scat sensation Al Jarreau and serenaded by saxophonist David Sanborn.

But somehow European jazz, a sound that has been gaining popularity all around the globe, has managed to bypass Thailand. Now, it's finally finding a foothold.

Historically, jazz has always been a characteristically American art form, with Europeans largely forming an appreciative audience and following trends begun in the United States.

At the end of the 20th century, however, many Scandinavian and French musicians, feeling that mainstream American jazz expression had retreated into the past, began creating a new genre nicknamed "the European".

Returning to jazz's roots as dance music, they combined elements from classical, European house, techno, drum and bass, and jungle music with acoustic, electronic and sampled sound to create a more popular and populist variety of jazz.

Most notable jazz festivals have recently focused on putting on shows with European artists as headliners. As a result, these new acts have become an indispensable, colourful element of today's global musical experience.

European jazz arrived in the kingdom in the middle of last year when EMI Thailand's former boss Vichart Jiratiyut set up Hitman - a new company specialising in smooth sounds, particularly jazz produced in Scandinavia.

"Fortunately, we get media support from [jazz radio station] Breeze FM, which allocates a two-hour slot [11am to 1am] on Tuesday and Wednesday for European jazz. It's also played on MTV and Channel [V]," says the managing director.

"Before only a handful of people were interested, which was understandable as the imported CDs were costing between Bt800 and Bt1,200. Now anyone can buy them, as we sell them for Bt399."

Hitman initially released CDs by The Piano and Malene Mortensen who performed in concert last year plus those of Veronica Mortensen, Eldissa and Niels HP, who appeared at last December's Bangkok Jazz Festival.

 The music company is also supplying all the foreign acts for this weekend's jazz festival in Hua Hin and is bringing in a Scandinavian heavy crew featuring Ibrahim Electric, Jonas Johansen Trio, Mikkel Nordso Band, Ben Besiakov Trio, Thomas Fryland, Malene Mortensen and Michael Blake.

"The selection depends on the theme, which for Hua Hin is 'jazz on the beach'. All these artists are suitable for a chilled out atmosphere of sea breezes and white sandy beaches.

Mikkel Nordso is a Santana-meets-jazz guitarist, Ibrahim featuring saxophonist Michael Blake plays jazz rock and Afro beats, Ben is a piano trio and Marlene Mortensen is a powerful vocalist."

The artists will also share their experiences at workshops during the festival. Admission is free.

"We are focusing not on mainstream fans but on lovers of 'art music'. I hope the younger generation will come along to the workshops, which are a feature of music festivals in most other countries."

Hitman is also targeting music students with its album lists, hoping to attract young people attending Mahidol and Silpakorn music institutes with vibrant European jazz.

"There are three selection criteria: the music company, the artists' works and the artists' abilities. Just listen and feel good," says Vichart, who releases between six and eight albums a month.

"So far most of our artists are from Denmark but we'll be bringing in more stuff from Norway and Germany."

Vichart hopes to sell 1,000 copies of each album but admits it's hard to predict.

"The timing is what counts," he says. "Hitman offers an alternative for jazz lovers."

Kitchana Lersakvanitchakul

The Nation